Definition
Components in email design are pre-built, reusable content modules that can be mixed and matched to assemble email campaigns. Common components include headers, hero sections, text blocks, image blocks, buttons, product grids, social links, and footers. A component-based approach enables rapid campaign creation, consistent branding, and easier maintenance.
Component-based email design is supported by most modern ESPs through their template editors and by coding frameworks like MJML. Each component has defined styling and behaviour, and components can be arranged, duplicated, and removed without affecting other parts of the email.
Common Email Components
| Component | Purpose |
|---|---|
| Header | Logo, navigation, preheader |
| Hero | Primary image and headline |
| Text block | Body copy, formatted text |
| Button | Call-to-action button |
| Image + text | Side-by-side content |
| Product card | Product image, name, price, CTA |
| Social share | Social media links and icons |
| Divider | Section separator |
| Footer | Legal text, unsubscribe, address |
Best Practices
- Build a library of reusable components with consistent styling
- Document each component's purpose, content requirements, and usage guidelines
- Use component-based ESP editors for non-technical team members
- Code components in a modular framework (MJML) for developer efficiency
- Test each component individually and in combination before deployment
- Design components to be responsive — they should work on all screen sizes
- Limit component variations to avoid consistency drift across campaigns
Was this useful?
Related Glossary Terms
Email Brand Guidelines
Email brand guidelines document the specific rules for logo usage, colour palette, typography, tone of voice, and component specifications across all email communications.
Conditional Merge Variables in Email
Conditional merge variables are template logic that shows different email content depending on a data value or what data exists for a subscriber. Learn how if/else logic personalises email campaigns.
Dynamic Template Blocks in Email
Dynamic template blocks are pre-built sections of an email template that swap different content in depending on data, segment or automation branch. Learn how dynamic blocks power personalisation and modular email campaigns.
Email Merge Tag Guide
Merge tags are dynamic placeholders in email templates that insert subscriber-specific data — first name, company, recent purchase, location — making each send feel individually crafted.
Email Modular Template
A modular email template is built from reusable, interchangeable content blocks rather than a single rigid layout — allowing faster production and more consistent design across campaigns.
Email Token
An email token is a placeholder in a template that is replaced with dynamic data at send or an authentication token that secures email links and API access, depending on the context.
Frequently Asked Questions
Start with 8–12 core components that cover 80% of your campaign needs: header, hero, text, button, image+text, product card, divider, social links, and footer. Add specialised components as specific use cases emerge — webinar modules, event announcements, testimonial blocks, etc.
MJML is one implementation of component-based email design, but the concept is broader. Component-based design can be implemented in any framework or ESP that supports reusable content blocks. The key principle is the same: modular, reusable building blocks that ensure consistency and efficiency.