Preserve a useful structure while forcing the sender to decide what must change for the current contact group.
Create one template per intent
Name templates by use: appointment confirmation, back-in-stock alert, local invitation, or event follow-up. “Promo 2” helps no one choose the right starting point.
Avoid one universal template filled with optional blocks. It becomes slower to adapt than a fresh message.
Separate structure from variables
Keep a proven order: context, benefit, detail, action, and opt-out. Mark every element that must be replaced.
Use custom fields only when the data is reliable, and define fallbacks so missing values never damage the message.
Add a usage note
Explain the compatible contact group, required data, and checks before sending. This reduces out-of-context use.
Mention related assets such as a recommended image, required document, or prepared reply.
- Template goal.
- Compatible audience.
- Required variables.
- Details to update.
- When not to use it.
Use proportional review
Stable service copy may need a light review; a sensitive promotion deserves a fresh check of targeting, terms, and timing before every campaign.
Keep campaign drafts separate from the library. Editing one draft should not silently change future campaigns.
Retire obsolete templates
Keep the library short. Archive expired offers, old links, and copy that repeatedly creates confusion. Add an archive reason so teammates know whether a template is outdated or simply paused.
After each campaign, promote useful improvements back into the template. Assign an owner and review regularly so duplicates do not become the default. Include recent inbox questions in that review because they reveal where reusable wording is still unclear.
