Email Templates

Email Templates are reusable email building blocks. They contain the subject line, content, and design of an email. Templates are the components you use inside Sequences and Workflows to actually send messages.

What is an Email Template?

An Email Template is a single email that you create once and use in multiple places. It includes:

• Subject line: What appears in the inbox
• Preview text: The snippet shown after the subject
• Content: The body of your message (HTML or visual editor)
• From settings: Uses your configured Author

Templates are independent of where they're used. The same template can appear in a Sequence, be sent from a Workflow, or even be used as a transactional email via the API.

Templates as Components

Think of Email Templates like components in software development:

• Reusable: Create once, use in multiple Sequences or Workflows
• Consistent: Changes to a template update it everywhere it's used
• Modular: Build a library of templates for different purposes
• Testable: Preview and test templates independently

This component model means you don't duplicate work. Your "Welcome Email" template can be used in your signup Workflow and also in your lead nurture Sequence.

Creating Email Templates

Every Email Template has these elements:

Subject Line

The subject is what people see in their inbox. Make it:

• Clear and specific
• Compelling enough to open
• Personalized when appropriate

You can use Liquid for personalization:

{{ visitor.first_name }}, here's your weekly update

Preview Text

The preview text appears after the subject in most email clients. Use it to:

• Expand on the subject
• Add a hook or teaser
• Include a call to action preview

Content

The email body can be created with:

• Visual editor: Drag-and-drop builder for quick creation
• HTML editor: Full control for developers and designers
• Hybrid: Visual layout with custom HTML blocks

Personalization

Templates support Liquid tags for dynamic content:

Hey {{ visitor.first_name | default: "there" }},

Thanks for signing up on {{ visitor.created_at | date: "%B %d" }}.

{% if visitor.plan == "premium" %}
As a premium member, you have access to...
{% else %}
Upgrade to premium to unlock...
{% endif %}

You can reference:

• Visitor fields: {{ visitor.field_name }}
• Event data (in Workflow "Send Email" actions): {{ event.details.key }}
• Conditional logic: {% if %}...{% endif %}

Where Templates Are Used

Email Templates appear in three places:

In Sequences

Sequences are ordered lists of Email Templates with delays between them. Each step in a Sequence points to a template.

Example: A welcome Sequence with 5 templates

• Template 1: "Welcome to Bento"
• Template 2: "Getting started guide"
• Template 3: "Feature spotlight"
• Template 4: "Customer success story"
• Template 5: "Ready to upgrade?"

In Workflows

Workflows can send templates directly using the "Send Email" action. This is useful for:

• One-off triggered emails (purchase confirmation)
• Conditional emails (different message based on segment)
• Time-sensitive notifications

Template Analytics

Each template tracks performance:

• Sent: Total times this template was sent
• Open rate: Percentage who opened
• Click rate: Percentage who clicked a link
• Unsubscribe rate: Percentage who opted out

These stats accumulate across all uses of the template, giving you a holistic view of how each email performs.

Template Organization

Keep your templates organized by:

• Using clear, descriptive names
• Including the Sequence or Workflow name in the title
• Archiving old templates you no longer use
• Creating a naming convention (e.g., "Welcome - Day 1", "Welcome - Day 3")

Template vs Email

In Bento terminology: