Email builder: Content elements
Content elements are the building blocks you place inside structures. Each element type handles a
specific type of content and has its own settings. Drag elements from the Elements panel on the left onto the columns in your canvas. You can also drag elements between structures already on the canvas.
Heading
Heading elements create visual hierarchy in your email, titles, section headers, and subheadings. Multiple heading levels are available (H1, H2, H3) with default styles set in your Email style panel. Use headings to help readers scan your message quickly.
Text
The text element is for body copy. Click it to open a rich text editor where you can style font, size,
colour, alignment, and spacing. You can add links, insert personalisation placeholders, and include inline images. For conditional text blocks, you can use if-structures directly inside text elements.
Line
A horizontal line that separates sections visually. Configurable in colour, thickness, width, and padding.
Spacer
Adds vertical whitespace between elements. More reliable than using empty paragraphs in text elements, especially across email clients.
Button
Buttons are your primary call to action. They're more visible than text links and make the next step immediately clear. Fully customisable: label, URL, colour, padding, border radius, and font. See "Add a call to action (button)" for detailed instructions.
Image
Add images by dragging the image element into a column. Upload directly, choose from your media library, or paste a URL. After placing, configure alt text, a link, width, and alignment in the right panel. See "Add an (animated) image" for detailed instructions.
Socials
Adds social media icons with links to your profiles. Icons and URLs are pre-filled from your account's
social media settings in Settings > Social Media. You can choose which platforms to show and in what order.
List
A styled bullet list element. Useful for feature lists, step overviews, or any content that reads better as a list. Supports personalisation placeholders and links.
Support tip You can drag elements not just from the panel to the canvas, but also between structures already on the canvas. Grab any element and drag it to a new position, within the same structure or into a different one.
Element style (element settings)
After clicking on an element, you are able to configure it using the Element style panel that will appear on the right. The exact settings you will find here may differ depending on the the element you have selected and if you are currently viewing the desktop version of your e-mail or the mobile version.
All settings in this panel will be grouped in sections as Content, Layout, Visibility, ... and can be configure separately for Desktop and for Mobile using the tabs on top. The Element style panel will stay in sync with your current view: if the mobile version of your Element has settings that are different from it's desktop counterpart, it will be indicated with a dot.
Common mistakes to avoid
- Using empty paragraphs in text elements for spacing. These behave inconsistently across email clients. Use a Spacer element instead.
- Using the HTML element without testing across clients. Inline HTML that looks correct in one client may break in others. Run Message Check after adding any HTML element.
- Forgetting alt text on image elements. Any image without alt text is invisible to screen readers and shows as a blank box when images are blocked. Always fill in the alt text field.
- Using multiple heading levels without a clear hierarchy. H1 should be the main article title, H2 for sections, H3 for subsections. Inconsistent heading use makes your email harder to scan.
Next steps
- See "Add a call to action (button)" for guidance on writing effective button labels and positioning.
- See "Alt texts" for guidance on writing effective alt text for image elements.
- See "Email builder: email style settings" to configure the default styles that all elements inherit.