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Building email campaigns

An email campaign is made of multiple sections, stacked vertically. Each section is the full width of the email and contains your email's content, such as text, images, or buttons.

As you build your email campaign, click any section to see its editing options, or click + on the preview to add a new section. Your draft automatically saves as you make changes.

Create a draft

When starting a new draft, click Create, then click Automations or Blast.

  • Blast - A single campaign that you send to one or more mailing lists.
  • Automation - A preset email that automatically sends to people after they perform a specific action, like subscribing to a mailing list or purchasing an item. To learn more, visit Sending automated campaigns.

To edit, duplicate, or delete a draft, click the draft, then click ....

Add sections

Every campaign has a built-in header section at the top and footer section at the bottom. Click the + icon on the draft preview to add content sections.

Note: Emails can have a maximum of 40 sections, including the header and footer.


Edit and copy sections

To edit an existing section, click it in the preview on the left, then use the right panel to adjust it. With the exception of global styles, any changes you make only apply to the selected section. For example, you can create two image sections with different layouts.

Use the icons in the preview to delete and copy sections, and undo and redo changes. You can also use keyboard shortcuts.

  • Deleting sections can't be undone.
  • Headers and footers can't be deleted or copied.


To move a section, click and hold it until it pops out, then drag it within the preview. You can also click the section, press the spacebar on your keyboard, and use the arrow keys to move it up and down.


Headers and footers

A campaign's top section is the header, which has options to display your branding and introduce your campaign.

The bottom section is the footer, which always displays an unsubscribe link and mailing address. These are important elements that help you bypass spam filters and comply with legal requirements like CAN-SPAM and PECR. The footer also has options to display your branding and social icons.

Click the top section to customize it:

  • Click Image to upload an image. Click Edit Image to open the image editor.
  • Click Logo to use your site's logo.
  • Click Text to add key text, such as your brand name, directly to the preview. The text follows your global fonts.
  • Click Title to add more text and style it. This is a good place for an email title, tagline, or an introductory message. The text follows your global fonts.
  • Click View in Browser to add an option to open the campaign in a browser, and to style the link.
  • Use the other options to adjust the layout, background color, padding, and global fonts.


Click the bottom section to customize it:

  • Click Branding to add or adjust a logo, image, or key text. These have the same options as the header.
  • Click Legal Address to add your physical address. This pulls information from Business Information Settings, or you can add it manually. If you're not sure what address to add, visit our suggestions.
  • Click Social Links to display social icons. After enabling this feature, click on the social accounts you want to display. You can select up to five.
  • Switch the Squarespace Branding toggle to add or remove "Powered by Squarespace" to the footer.
  • Use the other options to adjust the style.


Content sections

Add content sections to build the body of your email:


After adding a text section:

  • Click Write here... on the preview to add your text.
  • Highlight text to format it or add a link.
  • Use the right panel to style the colors and padding for the section and global fonts.
Tip: To combine text with an image, use an image section instead.



After adding an image section, click Add Images on the right to upload up to four images from your computer or device. (To add a picture from your site, see this tip.)

  • Click the pencil icon to open the image editor.
  • Click Manage to add, reorder, and delete images. Deleting images can't be undone.
  • Next to any image, click Unlinked to add a clickthrough URL.
  • Click Layout to choose how images and captions appear. Each section has one layout style. To add another image with a different layout, add a new section.
  • For Side, List, and Numbered layouts, change the image width by clicking Image Size. Images always display full-width on Windows Outlook.

To add captions:

  • Click Write here... in the preview and add text. (For the Below layout, ensure Show Caption is toggled on.)
  • The image file name becomes its alt text.
  • Use the style options on the left to change the background color and style the text.
  • The text follows your global fonts.
  • Highlight the text to format it.
  • Click Background Color to change the color behind the captions. For the Card layout, click Card Color.
  • Text added to images is image-specific. If you remove an image, its caption will be deleted too.


Blog posts

Blog sections create teasers for published blog posts by pulling in content like excerpts and thumbnails. Blog sections display the first 200 characters of the excerpt or blog post. You can also turn a full blog post into a campaign.

After adding a blog section, click Add Blog Post to choose up to seven posts.

  • Click Manage to add, reorder, and delete posts.
  • Click the text in the preview to edit it directly. This won't affect the blog posts on your site.
  • Click Details to include thumbnail images, post datesauthor names, and “Read More" links or buttons.
  • Click Layout to choose the layout. To add more blog post teasers with different layouts, add new sections.
  • Use the other options to style the colors, global fonts, and padding.
  • For Side, List, and Numbered layouts, change the image width by clicking Image Size. Images always display full-width on Windows Outlook.

After pulling in the blog post content, it's not synced with your blog. If you make changes to a blog post before sending your campaign, remove that post and then re-add it, or update it in the campaign manually.


Tip: You can also create campaigns with the full post.

Product items

Products sections pull in content from items on your site's Store Page. After adding a product section, click to choose up to seven items.

  • Click Manage to add, reorder, and delete posts.
  • Click Details to choose if the product name, price, description and Add To Cart links or buttons display
  • To change button text, edit it in the preview.
  • Click Layout to choose the layout. To add more items with different layouts, add new sections.
  • Use the other options to style the colors, global fonts, and padding.
  • For Side, List, and Numbered layouts, change the image width by clicking Image Size. Images always display full-width on Windows Outlook.

After adding a product to your campaign, it's not synced with your site. If you make changes to a product on your site before sending your campaign, remove that product and re-add it, or update it in the campaign manually.



After adding a button section:

  • Click Link on the right to add a link to a URL or page on your site. If you don't add this, the button won't be clickable.
  • Edit Button Label in the preview to change the button text.
  • Use the other options to style the button. The text follows your global fonts.

Each button section has only one button. To add more buttons, add more sections.



Spacers create white space. After adding a spacer section:

  • Click Background Color to set the background color.
  • Use the Padding option to adjust the height and side padding.

Here are some suggestions:

  • Use a spacer with a different background color to separate sections.
  • Add white space or height to other sections by adding a spacer above or below, then giving it the same background color to create one seamless look.


Lines divide separate sections. After adding a line section:

  • Use the Line and Background options to set the colors.
  • Click Style to choose whether the line is solid, dotted, or dashed.
  • Set the LengthThickness, and Padding.


Background colors

Each section has its own background color. Click a section to set its background color, or click the area outside the sections to adjust the surrounding Email Background.

To learn more, visit Styling email campaigns.

Tip: Because emails often take up the full screen when viewed on mobile, the Email Background color may not be visible on some devices.


Add your logo

Your campaign's header and footer have built-in options to pull in your site logo or branding. In these areas, if you've added a logo to your site, you can pull it into your campaign. You can also upload an image from your device.

To add a logo to the body of your campaign, add it as an image.

Email personalization

Use mail merge tags to automatically insert personalized content, such as names, for each subscriber.

You can add these tags to the subject line, email preview text, and body of your campaign:

  • Subscriber Name - The subscriber's full name
  • Subscriber First Name - The subscriber's first name
  • Site Title - Your site's title
  • Linked Site Title - Your site's title linked to your homepage (not supported for subject lines)

Confirmation emails support additional tags:

  • Mailing List Name
  • Subscriber Email

To add a mail merge tag to your subject line or email preview text:

  1. Click into the Subject or Email Preview Text field, then click the mail merge icon.
  2. Select a tag from the drop-down menu.
  3. Click the tag to add a default value.
  4. Click Apply.

To add mail merge tags to the body of your campaign:

  1. In text or image sections, type {, or highlight the text you want to turn into a tag, and click the mail merge icon.
  2. Select a tag from the drop-down menu.
  3. Click the tag to add or change the default value. If you highlighted text, the default value will be the text you highlighted.
  4. Click Apply.

Default values display when the mail merge tag information doesn't exist in the mailing list. If you don't add a default value, the campaign displays the word Subscriber. When you send a test campaign, all mail merge tags display unformatted.


Note: Mail merge tags aren't available for Commerce automations.

Add and style links

When adding text, buttons, or clickthrough image links, click the link icon, then click . Click the options under Link editor to link to your own site content, external sites, an email address, or a phone number.

  • For collections, such as Store, Blog, and Events Pages, you can link to specific tags or categories. To link to individual items, such as a product, post, or event, add an external link with the item's full URL.
  • Text links follow global styles.
  • Opened links include extra text (query parameters) after the URL for analytics tracking purposes.

Turn a full blog post into a campaign

After publishing a blog post, you can draft an email campaign that includes the post content. This is a good option for followers who prefer to read your latest content in their email instead of on your site.

To create campaigns that include all the text, images, and buttons from a blog post:

  1. Publish the post.
  2. Ensure the Blog Page isn't disabled or password protected.
  3. Open the post editor and click the Share tab.
  4. Click Create Email Draft, then click Go To Campaigns.
  5. In the Campaigns Dashboard, click Drafts.
  6. On the draft preview, click ..., then click Edit.
  7. Review the draft to make any edits or add new sections.
  8. When you're ready, send or schedule the campaign.

You can also click Create Email on the pop-up message that appears when publishing a new post to start this process immediately.

When you turn a blog post into a campaign, these blocks create up to 37 individual sections:

  • Button Blocks
  • Gallery Blocks
  • Image Blocks
  • Line Blocks
  • Text Blocks

The campaign displays the first image in a Gallery Block, followed by a link to view the full gallery. 

Longer posts are clipped. Other blocks aren't supported for campaigns.

All posts turned into campaigns include a link to the original post at the end. To link the campaign to your site or post, you can also:

This doesn’t sync your blog with your campaign, but creates a copy of the most recently published version. If you update the post before sending the campaign, create a new campaign from the blog post, or update the campaign manually.

Device View

To see what your campaign looks like on a mobile device, click the Device View icon in the top bar. Click it again to go back to desktop view.


Save your draft

Your draft saves automatically after you make a style change or add text. When you're ready to return to a draft you've saved, click Drafts in the Email Campaigns dashboard, then click Edit.

Next steps

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Building email campaigns