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The Anatomy of an Email Design

Exploring the elements of effective email design using our builder

Keith Gentile avatar
Written by Keith Gentile
Updated over a week ago

Crafting an email is like making a multi-layer cake. Each element contributes to the final result. Our template builder is designed with this in mind — Stripes are the layers themselves and Structures and Blocks are the ingredients to be used within each layer. These layers work together seamlessly to create visually stunning and effective messages that engage your audience. In this article, we explore each element and how they are used to create a beautiful email design.


These are the actual “layers” in the cake analogy. Each stripe is a vertical “slice” or “section” of an email, spanning the full width of the window. Most emails are built using a fairly standard recipe: Header → Body/Content → Footer and our builder is organized in the same way. Header, Content, Footer, and Info Area stripes are available and should be used to organize the layout of an email design.






Structures are used to define the layout of an email's content. Full width structures are perfect for content that should span the entire width of an email. Multi-column structures can be used to place two or more pieces of content side-by-side. The number of columns and their widths are completely customizable to suit any layout requirement.


Now that we’ve covered Structures, the next thing to understand are “Blocks”. Blocks are the actual content we want to put into our email. Our editor has pre-made blocks for images, text, buttons, menus, spacers, etc. Each structure can contain multiple blocks, allowing for incredible freedom when organizing content. For example, in one block, you might have an image with some text following it. In another block, you might have an image and a navigation menu, separated by a spacer. The possibilities are endless.


Modules are simply pre-built, commonly used “slices of the cake,” containing the Stripe, Structure, and Block already selected. Each starter template includes a series of pre-built modules for convenience and speed. In addition, once a module is customized (or even built from scratch using Stripes, Structures and Blocks), it can be saved in "My Modules" so it can be re-used quickly and easily.

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