An email template is a file of HTML code that defines the structure of your email, its design, images and the content included. Within the HTML of an email template, marketers have the ability to add images, links, GIFs, videos etc. to an email, as well.
A template’s defining feature, however, is its reusability and purpose to be used to build multiple, different email campaigns. This is what makes them different from one-off email campaigns. Templates are saved within your email service provider (ESP) for continued use, and with sophisticated ESPs can be further enhanced with automation, personalization and AI.