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Using fragments and parts in message templates

Fragments and parts in email templates are tools that help automate and simplify the content creation process. They are especially useful when the email content needs to change dynamically based on the recipient or other conditions. Let’s explore how fragments and parts work, their benefits, and examples of their use.

Fragments are individual text or content parts that can be inserted into various parts of a template. They enable the reuse of the same elements across multiple emails or in different contexts.
Benefits of using fragments:
  • Automation: The same text block can be reused across multiple templates without the need for manual copying.

  • Versatility: Fragments can be inserted conditionally, such as displaying different parts of an email for various user categories.

  • Ease of updates: Changes made to the content of a snippet are automatically reflected in all templates where it is used.

To insert a snippet into a template, follow these steps:

1. Create a snippet. In the main menu, go to Templates → Fragments. This will open a list of existing fragments. If you need a new snippet, click + Create at the top of the page.
2. Configure your snippet. Enter a display name for the snippet list and a short name to be used during insertion. Also, select the snippet type: HTML (for use in the HTML version of the email) or Text (for use in the plain text version).
3. Add the snippet to the template. Use the variable menu in the editor (</>) or manually insert the variable {fragment.}
1. Header and footer of an email. Every email template includes a header and footer. Instead of copying these parts each time, you can create fragments. For example, contact information or the company logo is always in the same place. This greatly simplifies updating data: if the company address changes, you only need to update it in one place — the snippet used across all templates.
  • Email header:
The content of the header snippet can include the company logo, a link to the website, and a greeting message.
  • Email footer:

The footer snippet can include contact information, a link to the privacy policy, and social media buttons.

2. Using random fragments. To create more varied content, you can use a random selection of fragments. For instance, instead of repeating the same recommendations for a client, you can create multiple options and display them randomly:
{randomfragment[fragment.recommendation_1 fragment.recommendation_2 fragment.recommendation_3]}
  • fragment.recommendation_1: "Subscribe to our blog, where we regularly share articles packed with helpful tips and fresh updates. [CTA: Go to blog]"

  • fragment.recommendation_2: "Check out our tutorial videos to better understand the functionality and learn how to use the service effectively. [CTA: Watch videos]"

  • fragment.recommendation_3: "Read case studies from our clients and learn how they use our service to achieve their goals. [CTA: Read case studies]"
Parts are dynamic parts that can be inserted into a template based on specific conditions. Unlike snippets, which are suitable for static elements or random inserts, parts allow you to flexibly adapt the structure of an email to the recipient's profile data. However, parts can only be used within the template where they were created, while fragments can be used across multiple templates.
  • Flexibility. A part can be modified based on various variables, such as city, subscription plan, or user interests.

  • Complex scenarios. You can create complex scenarios for specific audience segments, such as displaying different offers for new customers and loyal clients.

  • Targeted campaigns. By taking profile characteristics into account, emails with parts are more effective because they achieve higher engagement through relevant content.

To use a part, you need to:

1. Add a variable, for example, {part.example_part}, in the desired location within the template.

2. After this, a "Content" tab will appear at the bottom of the page, where you can configure the parts of the template.

1. Different offers depending on the client’s city. One example of using parts is dynamically inserting parts based on the client’s location. For instance, if you have different offers for users in different cities, instead of creating two separate templates, you can use parts to insert the appropriate offer based on the client’s city.

This case allows you to set up unique offers for clients based on their city, without the need to create different emails for each region.

2. Personalized email with offers based on the client's field. In this example, the email template uses the client's field to offer personalized products or services that match the preferences of different target audiences.

This approach makes it easy to personalize your messages:

The use of fragments and parts in email marketing templates and other automated messages is a powerful tool that can significantly increase the effectiveness and flexibility of working with content. These elements help not only to reduce time and resource costs in creating new templates but also provide opportunities for personalization, which is especially important in the face of growing competition and customer demands for individualized approaches.

The flexibility of using fragments and parts makes templates interactive and smart, allowing marketers to engage in more targeted and effective communication with customers. Personalizing emails based on specific user characteristics increases engagement and brand loyalty, which ultimately contributes to higher conversions and sales.

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