Overview of Email Templates

Email templates are the foundation of every BetterMerge campaign. They define what your emails say and how they’re personalized for each recipient using data from Google Sheets.

This guide covers everything you need to know about templates: what they are, how merge tags work, best practices for design, and how to create templates that drive engagement.

An email template is the master version of the email you’ll send to your contact list. It includes:

• Subject line – What recipients see in their inbox
• Email body – Your message content (text, images, links, formatting)
• Merge tags – Placeholders that get replaced with recipient-specific data
• Attachments (optional) – Files sent with the email

Think of it as a form letter: The structure stays the same, but specific details (name, company, etc.) change for each recipient based on your Google Sheets data.

Templates enable three critical capabilities:

Send hundreds or thousands of emails where each one feels individually written. Merge tags automatically insert recipient-specific information.

Ensure your brand voice, formatting, and key messages remain consistent across all emails in a campaign.

Write once, send to many. No need to manually customize each email—BetterMerge handles the personalization automatically.

Merge tags are placeholders that dynamically pull in recipient-specific data. For example:

## Understanding Merge Tags

Merge tags are placeholders that pull recipient-specific data from your Google Sheets and insert it into your emails.

### Syntax
Merge tags use double curly braces: `{{Column Name}}`

The text inside the braces must **exactly match** a column header in your Google Sheets (case-sensitive, including spaces).

### How It Works

**Step 1: Your Google Sheet**
| First Name | Company | Email |
|------------|---------|-------|
| Sarah | Acme Corp | sarah@acme.com |
| David | Tech Inc | david@techinc.com |

**Step 2: Your Template**

Subject: Quick question about {{Company}}

Hi {{First Name}},

I noticed {{Company}} might benefit from our solution…

**Step 3: What Gets Sent**

**To Sarah:**

Subject: Quick question about Acme Corp

Hi Sarah,

I noticed Acme Corp might benefit from our solution…

**To David:**

Subject: Quick question about Tech Inc

Hi David,

I noticed Tech Inc might benefit from our solution…

Each recipient gets a unique email based on their row in the sheet.

## Where to Use Merge Tags

You can use merge tags in:

✅ **Subject lines** – Personalize the first thing recipients see
✅ **Email body** – Insert names, companies, or any custom data
✅ **Links** – Create personalized URLs (e.g., `https://example.com/offer?name={{First Name}}`)
✅ **Image URLs** – Display personalized images ([learn more](/docs/template/personalized-images))
✅ **Attachments** – Send unique files to different recipients ([learn more](/docs/template/personalized-attachments))

## Static Content vs. Dynamic Content

Every template contains a mix of:

| Content Type | Description | Example |
|--------------|-------------|---------|
| **Static** | Same for everyone | "We're excited to announce..." |
| **Dynamic (Merge Tags)** | Changes per recipient | `{{First Name}}`, `{{Company}}` |

**Best practice:** Use static content for your core message and merge tags for personalization touchpoints.

When sending, BetterMerge replaces these tags with actual data from your contact list (e.g. Google Sheets).

• Placeholders (Merge Tags): Change dynamically based on the recipient.
• Static Content: Stays the same for everyone receiving the email. You can mix both to create highly effective emails.

Subject: Special Offer for {{First Name}}!

Hello {{First Name}},

We have an exclusive deal just for you. Visit our website to claim it!

Best,
Your Company

If a recipient’s first name is John, the email will appear as:

Subject: Special Offer for John!

Hello John,

We have an exclusive deal just for you. Visit our website to claim it!

Best,
Your Company

BetterMerge provides two ways to create and edit templates:

A visual, what-you-see-is-what-you-get (WYSIWYG) editor similar to Gmail’s compose window.

Best for:

• Users without HTML/CSS knowledge
• Quick template creation
• Basic formatting (bold, italic, lists, links)
• Inserting images and merge tags visually

Features:

• Formatting toolbar
• Drag-and-drop image insertion
• Merge tag helper (insert from dropdown)
• Preview mode

Direct access to the raw HTML code for complete design control.

Best for:

• Custom layouts and advanced formatting
• Embedding custom CSS
• Precise control over email structure
• Using pre-built HTML email templates

Features:

• Syntax highlighting
• Full HTML/CSS support
• Preview mode
• Code validation

✅ Keep it short – Under 50 characters for mobile visibility

✅ Personalize when relevant – {{First Name}} or {{Company}} can boost open rates

✅ Create curiosity or urgency – But avoid clickbait

✅ Test variations – A/B test different subject lines to find what works

❌ Avoid spam triggers – “FREE!!!”, “ACT NOW!!!”, excessive caps

✅ Start with the recipient’s name – Personal greeting increases engagement

✅ Get to the point quickly – Most valuable information in the first paragraph

✅ Use short paragraphs – 2-3 sentences max for easy scanning

✅ Include one clear call-to-action (CTA) – What should they do next?

✅ Optimize for mobile – 60%+ of emails are read on phones

✅ Add an unsubscribe link – Required by law and improves sender reputation

✅ Use merge tags strategically – Name, company, role, or relevant details

✅ Don’t over-personalize – Too many merge tags looks automated

✅ Have fallback values – What if a field is empty? (Some tools support this, check BetterMerge docs)

❌ Don’t use personal data creepily – Avoid making recipients uncomfortable

✅ Balance text and images – At least 60% text to avoid spam filters

✅ Use web-safe fonts – Arial, Georgia, Verdana, Times New Roman

✅ Keep it simple – Clean, uncluttered design performs better

✅ Brand consistently – Logo, colors, and voice should match your brand

✅ Test rendering – Send test emails to yourself across different clients (Gmail, Outlook, mobile)

✅ Make CTAs prominent – Use buttons or bold text

✅ Use descriptive link text – “Download the guide” instead of “Click here”

✅ Limit number of links – Too many can trigger spam filters

✅ Track clicks – Enable link tracking to see what resonates

✅ Avoid spam trigger words – “Free,” “Guaranteed,” “Act now,” “Limited time”

✅ Use proper authentication – Set up SPF, DKIM, DMARC (learn more)

✅ Test before sending – Use our Free Spam Checker

✅ Clean your list – Remove bounces and unengaged contacts

✅ Warm up new accounts – Start small and gradually increase volume (learn more)

❌ Generic greetings – “Dear valued customer” lacks personalization

❌ Walls of text – Break up long paragraphs for readability

❌ Missing unsubscribe link – Illegal and damages reputation

❌ Broken merge tags – Always test with real data first

❌ Too many images – Can trigger spam filters and look unprofessional

❌ Unclear CTA – Recipient should know exactly what to do next

❌ Not testing – Always send test emails before launching campaigns

Step 1: Plan Your Message

• Define your goal (awareness, conversion, nurture)
• Identify your audience
• Determine key personalization points

Step 2: Create Your Template

• Write compelling subject line
• Draft email body with clear structure
• Add merge tags where appropriate
• Include CTA and unsubscribe link

Step 3: Test Thoroughly

• Send test emails to yourself
• Check on desktop and mobile
• Verify merge tags work correctly
• Run through spam checker

Step 4: Optimize and Iterate

• Track open and click rates
• A/B test variations
• Refine based on engagement data

• Create an Email Template – Step-by-step guide
• Insert Images – Add visuals to templates
• Personalized Links – Dynamic URLs per recipient
• Personalized Attachments – Send unique files
• Email Deliverability Guide – Maximize inbox placement

Email templates are your campaign foundation. By combining well-structured static content with strategic merge tag personalization, you create emails that feel individually written while reaching hundreds or thousands of recipients.

Key takeaways:

• Templates = master email + merge tags + your brand
• Merge tags pull data from Google Sheets automatically
• Use the Rich Text Editor for simplicity, HTML for advanced control
• Follow best practices for subject lines, body content, and deliverability
• Always test before sending

Ready to create your first template? Check out our step-by-step template creation guide.