Choosing From 100+ Templates Without Guessing
The email app's template catalog is organized into twelve real categories, not a flat scroll of options — knowing the taxonomy is the fastest way to find the right starting point.
A hundred-plus templates is only useful if you can find the one you actually need without scrolling through all of them. The email app's catalog is organized into twelve categories, and each one is a real, distinct grouping rather than a marketing label slapped on a flat list.
The twelve categories
The catalog splits into: Onboarding (welcome, activation, trial, setup emails), Newsletter, Promotion, Ecommerce, Transactional, Event, Product (announcements, updates), Engagement (win-back, re-engagement), Seasonal, Internal (team-facing communications), Community, and Outreach.
That grouping maps to how templates are actually organized in the codebase — twelve separate catalog files, one per category — which is a useful signal in itself: this isn't a flat pile of templates someone tagged after the fact, it's a structure the catalog was built around from the start.
Picking the right starting point
The fastest way to waste time in a template gallery is to start scrolling before you know what you're looking for. Instead, start from the category that matches your goal, not the visual style:
- Sending your first message to a brand-new subscriber? Onboarding, not Newsletter.
- Announcing a new feature or product change to existing customers? Product, not Promotion.
- Running a sale or limited-time offer? Promotion.
- A confirmation, receipt, or password-reset-style message? Transactional — these are usually built with a single, clear structure rather than the multi-section layouts a newsletter needs.
- Trying to bring back subscribers who've gone quiet? Engagement, specifically the win-back templates, which are built around a different tone and call-to-action than an active-subscriber newsletter would use.
Within a category, templates carry their own metadata — an industry tag (SaaS & Technology, for instance), a short description of what the template is for, and a theme name — which narrows things further once you're in the right category.
Why "data, not HTML" matters to you as a chooser
Every template in the catalog is defined as structured data — a set of ordered blocks (header, hero, features, text, signature, footer, and more) — rather than a slab of raw HTML. You don't need to know that to pick a template, but it's why the catalog behaves consistently: every template's footer handles unsubscribe links the same correct way, every button renders with the same cross-client-safe markup, because those are shared block renderers, not something re-implemented slightly differently in each of a hundred-plus files. Picking any template gets you that consistency for free.
When none of them quite fit
A hundred-plus templates covers a lot of ground, but not everything. If nothing in the right category matches what you need, the closest template in structure (not necessarily industry) is usually a better starting point than a template that matches your industry but has the wrong block layout — swapping copy and images inside the studio is straightforward; restructuring which blocks appear and in what order is more work. Start from structure, adjust content, and you'll spend less time fighting the editor than starting from the "wrong shape" template that happens to look closest to your brand.