Email Templates

Templates are the foundation of every email you send in Owlat. They define the structure, content, and design of your messages — and you can reuse them across multiple campaigns and automations.

Types of templates

Owlat has two distinct template types, each designed for a different use case:

Marketing templates

Found in Mail > Marketing, these are for campaigns and automations. Marketing templates are typically rich, designed emails like newsletters, product announcements, or promotional offers.

• Used with campaigns and automation email steps
• Full access to the visual Email Editor
• Support for A/B testing variants
• Can include Translations for multi-language sends

Transactional templates

Found in Mail > Transactional, these are for triggered, one-to-one emails sent through the API — things like password resets, order confirmations, or welcome emails.

• Sent programmatically via the API using a slug identifier
• Support dynamic variables for personalization
• Typically simpler in design with a focus on content delivery

See Transactional Emails for the full guide.

Creating a template

1. Open Mail > Marketing (or Mail > Transactional).
2. Click New Template.
3. Enter a name for your template.
4. Build your email using the Email Editor.
5. Save when you're done.

Template states

Templates go through two states:

• Draft — work in progress. Draft templates can be edited freely but aren't available for sending in campaigns.
• Published — ready for use. Published templates can be selected when creating a campaign.

Publishing a template signals that it's been reviewed and is ready to send. You can unpublish a template to return it to draft if you need to make changes.

Working with templates

Duplicating

Need a variation of an existing template? Duplicate it to create a copy with all the same content and styling. This is especially useful for:

• Creating A/B test variants with different subject lines or content
• Building seasonal variations of a recurring email
• Starting a new template from a proven layout

Using in campaigns

When you create a campaign, you'll select a marketing template in the content step. The template's content becomes the body of your campaign email. See Campaigns & Reporting for the full workflow.

Using in automations

Automation email steps reference a template. When the automation triggers, the template content is sent to the matching contact. See Automations for details.

Personalization

Templates support dynamic variables that are replaced with contact-specific data at send time. Insert variables using the /var command in the editor.

Common variables include:

• Contact fields like first name and last name
• Custom Contact Properties you've defined
• System variables like unsubscribe links

Next steps

• Email Editor — learn the block-based editor in depth
• Saved Blocks — reuse content sections across templates
• Email Theme — set default styling for all templates
• Campaigns & Reporting — send your templates to your audience