Templates vs. Campaigns

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 reusable layouts, and our campaigns, which are your individual email messages.

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


A template is a preset layout that you build your campaign on. Choose the template you want to use in the Content section of the Campaign Builder.

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.

Depending on your plan, you may not have access to all of the template options. To find out what features are included in each plan, check out our pricing page.

An example of a basic drag-and-drop template


A campaign is the email message you design and send to subscribers. After you select a template, you'll design your campaign on top of the template layout. In the Email Designer, 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.
An example of a campaign built from a basic drag-and-drop template

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