Email Assets
An Asset is a reusable content block — one or more Rows saved as an independent module that you can drop into any email. Assets are the key to working efficiently in the Email tool: build your header, footer, CTA blocks, and product cards once, then reuse them across every campaign for consistent, on-brand emails.
In this article
Asset types
Type | What it is |
Regular Asset | Static content — looks exactly the same every time you use it. Ideal for headers, footers, CTA blocks, disclaimers, and any content that doesn't change between sends. |
Dynamic Asset | Contains placeholders that are replaced with data from an external source (JSON, XML, or RSS feed) when used. Ideal for product feeds, blog listings, or event calendars. See Creating Dynamic Assets. |
Product Recommendation (3rd party) | Integrates with product recommendation providers for personalised product content in emails. See Product Recommendations collection. |
This article focuses on Regular Assets. For Dynamic Assets, see the Dynamic Assets sub-collection.
Create an Asset from the Email tool start page
Go to the Email tool start page → click the Assets tab.
Click Create Asset and choose the type Regular:
Enter a working name for the Asset (internal only — use a descriptive name like "Footer – social links" or "CTA – blue button").
Select Regular Asset and proceed to the editor.
Build the Asset content — drag Elements into the Canvas, add images, text, links, and styling. The editor works the same as the full email editor. For example, a footer Asset might consist of one Row with an unsubscribe link and company address, and a second Row with social media icons and contact links.
In Settings (bottom bar), add a name and description. Under the Design tab, adjust the width if needed.
When ready, click Finished to save the Asset.
Create an Asset from an email
The quickest way to create an Asset is to save a Row you've already built inside an email:
While editing an email, select the Row you want to save (click the vertical line next to it in the Structure Panel).
In the Row settings (right side), click Create as Asset.
Enter a name and description — click Create.
To save multiple Rows as a single Asset, hold Ctrl (or Cmd on Mac), select the Rows, then click Create as Asset. Read more about Multi-row-assets below.
💡 Tip: Data tags in Assets
If you want to include Data tags in your Asset, you need to create it by saving a Row from within an email (Method 2). Data tags are linked to Attributes in the Section's Data Model and only work within the Section where the Asset was created. See Data tags and Segments for details.
Combine Assets into a multi-row Asset
You can build a new Asset by combining existing Assets — for example, assembling a complete footer from separate building blocks (an unsubscribe Row, a social links Row, and a company address Row).
How to do it
Go to the Assets tab on the Email tool start page and click Create New Asset.
Give it a name (e.g. "Complete footer") and select Regular Asset.
In the Asset editor, go to the Design Panel → Assets tab.
Drag in the existing Assets you want to combine — each one is inserted as a Row (or set of Rows) in the Canvas.
Arrange the Rows in the order you want by dragging them in the Structure Panel.
Make any adjustments — edit content, adjust spacing, add or remove elements.
Click Finished to save.
The result is a single, self-contained Asset that includes multiple Rows — ready to drag into any email as one block.
Note: You can also create a Multi-row-asset from the email editor. To save multiple Rows as a single Asset, hold Ctrl (or Cmd on Mac), select the Rows, then click Create as Asset.
💡 When to use this
Combining Assets is useful when you have modular blocks that are always used together. Instead of dragging three separate Assets into every email (and arranging them each time), build one combined Asset and drop it in once. Common examples: a complete footer (unsubscribe + social + legal), a full header (logo + navigation + hero), or a product section (image + description + CTA).
Use an Asset in an email
While editing an email, go to the Design Panel (right side) → click the Assets tab.
Find the Asset you want to use.
Drag it into the Canvas at the position you want.
The Asset is inserted as a complete Row (or set of Rows). You can edit the content after inserting it — changes only affect the current email, not the saved Asset.
Asset Input (placeholders)
Asset Input lets you create an Asset with a placeholder that gets filled with a specific value each time you use the Asset. This is useful for Assets that have the same design but different content — like a product card where the product changes.
When using an Asset with input, you will be asked for an ID, a value for the placeholder. This value makes it possible to generate the content.
How it works
When creating the Asset, go to Settings → Asset Input.
Define an Input name (e.g. "productid").
In the Asset's links, include the Input placeholder in the URL:
https://yoursite.com/?productid=##productid##
Add the Input to all links in the Asset that should use this value.
When you drag the Asset into an email, you'll be prompted to enter the value (e.g. the specific product ID). The placeholder is replaced with that value in all links. The product ID will populate the link and generate the content!
Name your Assets for search
Your Asset library grows quickly — and once you have dozens of Assets, finding the right one depends entirely on how well you've named them. Both the Asset library (on the start page) and the Assets tab in the editor have search functionality, but search only matches against the Asset name.
A clear, consistent naming convention makes all the difference:
Approach | Example names | Why it works |
Type first | "Header – Brand logo", "Footer – Social + unsub", "CTA – Blue button", "Divider – Grey line" | Searching "header" instantly shows all header Assets. Searching "CTA" shows all call-to-action blocks. |
Brand or campaign prefix | "NL – Header", "NL – Footer", "Sale – Hero banner", "Sale – Countdown" | Searching "NL" shows all newsletter Assets. Searching "Sale" shows all campaign-specific blocks. |
Include key content hints | "Footer – Social links + address + unsub", "Multi-row-asset" | The description in the name tells you what's inside without opening it. |
💡 Tip: Use descriptions too
Every Asset has a Description field (set in Settings when creating the Asset). While the search only matches the name, the description is visible in the Asset library list — use it to add context that helps your team pick the right Asset without opening it. For example: "Standard footer for all newsletters. Contains unsubscribe link, social icons, and company address."
Assets as a collaboration tool
Because Assets are shared across all users in the account, they're one of the best ways to keep a team aligned. A marketing lead can build and approve the brand-correct header, footer, and CTA blocks — and every team member simply drags them in, knowing the design, links, and copy are already right.
No one needs to recreate a footer from memory or guess which shade of blue the button should be. When the brand evolves, update the source Asset once and it's ready for the next email anyone on the team creates.
Managing Assets
Action | How |
Find Assets | Go to the Email tool start page → Assets tab. All saved Assets are listed here. |
Edit an Asset | Click the Asset to open it in the editor. Changes are auto-saved.
⚠️ Editing an Asset changes the source — existing emails that already used the Asset are not affected (they contain a copy), but the next time you drag the Asset into a new email, the updated version is used. |
Delete an Asset | Select the Asset and click Delete. To delete multiple, hold Ctrl and select them. Emails that already contain the Asset are not affected — they have their own copy of the content. |
Use in the editor | In any email editor, go to Design Panel → Assets tab → drag the Asset into the Canvas. |
Important notes
Note | Details |
Segmentation is not saved | Row Segmentation applied to a Row is not saved when you create that Row as an Asset. You need to reapply Segmentation each time you use the Asset. |
Google Analytics settings are not saved | UTM / Google Analytics settings are not saved with Assets. Reconfigure them in each email. |
Assets are shared across Sections and accounts | Assets are available to all users in the account, regardless of Section. However, Data tags within an Asset only work for the Section where the Attributes exist. |
Editing an Asset doesn't update existing emails | When you drag an Asset into an email, a copy is placed. Editing the original Asset later doesn't retroactively change emails already created or sent. |
Troubleshooting
Issue | Cause and solution |
"My Data tags in the Asset show blank" | The Asset was created in a different Section. Data tags resolve only for the Section the email is sent from. Create Assets with Data tags in the same Section where they'll be used. |
"My Segmentation disappeared after saving as Asset" | By design — Segmentation is not saved with Assets. Reapply it after inserting the Asset into your email. |
"I edited an Asset but my existing email still shows the old version" | Expected behaviour — emails contain a copy of the Asset at the time it was inserted. Editing the source Asset only affects future uses. |
"I can't find my Asset in the editor" | Make sure you're looking in the Assets tab of the Design Panel (not the Elements tab). Assets are listed by name — use a descriptive name to make them easier to find. |
What's next?
Email Templates — Save complete email designs for reuse.
Creating Dynamic Assets — Build Assets that pull content from external feeds.
Data tags and Segments — Personalise content and apply Row Segmentation.
Email: Rows and Columns — Layout structure and saving Rows as Assets.