In email marketing, you may hear people talk about layouts, designs, campaigns, messages, code, and templates. An important distinction we make at MailChimp is the difference between our templates, which are like layouts, and our campaigns, which are your email messages.

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A template is a preset layout that you build your campaign on. Choose the template you want to use on the Template step of the Campaign Builder before moving to the Design step to add content to your campaign.

There are many template options available in MailChimp, but you can also create your own template to match your brand. You can even insert regularly used images, logos, or recurring content into your template, and reuse it for future campaigns.


A campaign is the email message you design and send to subscribers. After you select a template, you'll design your campaign. On the Design step of the Campaign Builder, you can duplicate, delete, and rearrange content and image blocks quickly. Drag and drop content blocks into your layout to customize the look and feel of your campaign. Mix and match different content blocks to create a unique look for your email.

MailChimp makes it easy for you to reuse both campaign designs and templates, but in general, you should put reusable content in templates and message-specific content in campaigns.

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