Design Elements
Design Elements are the content blocks you use to build your emails in the Apsis One editor. Each Element serves a specific purpose — from headings and body text to images, buttons, and custom HTML.
In this article
Elements at a glance
All Elements are found in the Design Panel (right side of the editor) under the Elements tab. Drag any Element into the Canvas to add it to your email.
Element | Purpose | Accessibility note |
Heading | Headlines and section titles. Supports heading levels (H1–H6). | Use for all headings — screen readers rely on heading elements for content navigation. |
Paragraph | Body text and longer copy. | Use for body text — ensures correct semantic structure for screen readers. |
Text | Earlier version of Paragraph. Still available but Paragraph is recommended. | Same as Paragraph. |
Image | Photos, illustrations, logos, banners. | Always add alt text to describe the image. |
Button | Call-to-action buttons with links. | Add a screen reader label describing what happens when clicked. |
Line | Visual dividers between content sections. Horizontal or vertical. | — |
Spacer | Blank space between Elements for visual breathing room. | — |
List | Ordered or unordered lists with customisable styling. | — |
Menu | Navigation links (e.g. website sections, product categories). | — |
Icon Menu | Social media icons, contact icons, or other icon-based navigation. | Add alt text to each icon. |
HTML | Custom HTML code for advanced layouts or embedded content. | Ensure your custom HTML is accessible. |
How to add and manage Elements
Add: Drag an Element from the Design Panel into the Canvas.
Drop it into an existing Row (it's placed within the Row):
Drop it between Rows (a new Row is created):
Drop it beside an existing Element (a new Column is created):
Select: Click an Element in the Canvas to select it. Its settings appear in the Design Panel on the right.
Duplicate: Select an Element and click Duplicate in the bottom-right corner of the settings panel. This creates an identical copy directly below the original.
Delete: Select an Element and click on the red X in the top right corner to Delete.
Note: Make sure you have selected the Row if you want to edit the Row, the Column if you want to edit the Column, and the Element if you want to edit the Element.
Edit element:
Edit column:
Edit row:
💡 Tip: Drag to adjust
When adjusting style options (margins, padding, sizes), hold the style icons and drag them left/right — the Element on the Canvas updates in real time as you drag.
The Inline Text Editor
Whenever you work with text-based Elements (Heading, Paragraph, Text, Button, List, Menu), selecting the text reveals the Inline Text Editor — a floating toolbar with formatting options. Depending on which type of element your are working with, the options may vary.
The Inline Text Editor includes:
Feature | What it does |
Font and size | Choose from supported web-based fonts and set font size. |
Bold, italic, underline | Standard text formatting. |
Text colour | Set text colour using hex, RGB, or the colour picker. |
Alignment | Left, centre, right, or justify. |
Link | Add a URL, web version link, unsubscribe link, or anchor link. See Link settings. |
Styles | Access predefined heading levels (H1–H6) and styles. |
Data tags or Events | Insert personalisation tags (e.g. |
Heading
Use the Heading element for all headlines and section titles in your email. Screen readers use heading elements to navigate content — using a Heading element (rather than just making text bigger in a Paragraph) is essential for accessibility.
Key features
Heading levels: Supports H1 through H6. Define the default styles for each level under the Styles tab in the Design Panel. Select the level in the Inline Text Editor's Style dropdown when writing.
Predefined styles: Set font, size, and colour per heading level once — they apply consistently across the email.
Element name: Add an internal name (visible in the Structure Panel only) to help organise complex emails.
Manual line-height: Tick the checkbox to override the default line-height with a custom pixel value.
Paragraph
The Paragraph element is for body text — descriptions, explanations, and any copy that isn't a headline. It ensures correct semantic structure for screen readers and email clients.
Key features
Full access to the Inline Text Editor for formatting, links, and Data tags.
Element name for internal organisation in the Structure Panel.
Manual line-height (optional) — override the default with a pixel value.
💡 Heading vs Paragraph
Use Heading for headlines and section titles - keep it short! Use Paragraph for body text. Don't use a Paragraph element with large bold text as a substitute for a Heading — screen readers won't recognise it as a heading, which breaks content navigation for visually impaired recipients.
Text (legacy)
The Text element is an earlier version of the Paragraph element. It works similarly but we recommend using the Paragraph element for all new emails. The Text element remains available for backwards compatibility with existing Templates and Assets.
Image
The Image element lets you add photos, illustrations, logos, banners, and other visual content to your email.
Adding an image
Place the Image element in the Canvas and click the Browse button. You have three options:
Option | How it works |
Upload | Upload an image from your device. Tick Add to the gallery to save it in the Image Gallery for future use. |
Gallery | Select an image already uploaded to the account Image Gallery. Gallery images are shared across all tools (Email, Event, Forms & Pages). |
Image URL | Enter a URL to an externally hosted image. We recommend hosting images on your own domain to ensure availability. |
Supported file types: PNG, JPG, JPEG, GIF.
Max file size: 10 MB (recommended: 1 MB or less for optimal loading).
Image sizing
Setting | Desktop options | Mobile options |
Full width | Image covers 100% of the Column width. | Follow desktop settings, Full width, or True size. |
True size | Image displays at its original uploaded dimensions (default). |
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Custom width | Set a specific width in pixels. Maximum = Column width. |
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Link and alt text
After selecting an image, expand Link settings to add:
Alt text — describes the image for screen readers and displays when images don't load. Always add meaningful alt text.
Link type and URL — make the image clickable. Link it to a URL, web version, unsubscribe page.
⚠️ Deleted gallery images
If you delete an image from the Gallery, it disappears from the Gallery view but remains visible in any emails that already use it. However, you won't be able to select it for new emails.
Button
The Button element creates call-to-action buttons — the most important interactive element in your email.
💡 Tip: Save your buttons as Assets
If you use the same CTA style across emails — same colour, border radius, padding, and font — save the Button Row as an Asset. Next time, just drag it in and update the text and link. This keeps your CTAs visually consistent and saves you from re-styling every time.
Key configuration
Setting | Details |
Button text | Type directly in the element on the Canvas. Use action-oriented text ("Download the guide", "Book your seat"). |
Link | Select the text and use the link icon in the Inline Editor to add a URL. A button without a link doesn't do anything. |
Screen reader label | Add a description of what happens when clicked (e.g. "Opens the product page in a new tab"). Essential for accessibility. |
Border | Set thickness and radius (rounded corners) in Style options. |
Width | Fit = sized to content + padding. Full = covers the entire Row width. |
Padding | Space between the button text and its border. Larger padding = larger, easier-to-tap button. |
Colour | Set button background and border colour separately. |
Line
The Line element creates visual dividers between content sections.
Direction: Horizontal (between Rows) or vertical (between Columns).
Thickness: 1px to 100px. Adjust by dragging the style icon.
Length: 1px to email body width (max 800px). Adjust by dragging.
Colour: Set via hex, RGB, or colour picker.
💡 Tip: Vertical lines - To add a vertical line between Columns, place a vertical Line element in its own Column. Since the max is 4 Columns per Row, keep in mind the Line's Column counts toward that limit.
Spacer
The Spacer element creates blank vertical space between Elements. Use it to add breathing room between content sections without adding visible dividers.
Adjust the Spacer height by pulling the handle on the element up/down, or by dragging the style icon left/right in the Design Panel.
List
The List element creates structured lists with customisable styling — useful for feature lists, agendas, product highlights, or step-by-step instructions within your email.
How to create a List
Place the List element into the Canvas.
In Design options (right side), expand List Items → click +Add item to add items. Remove items with the ✕ icon.
Type the text for each item directly in the Canvas.
Style the list using the Design options: bullet style, text formatting, spacing, and colours.
Menu
The Menu element creates a navigation bar with text links — ideal for guiding recipients to different sections of your website (e.g. "Shop", "Blog", "About us", "Contact").
How to create a Menu
Place the Menu element into the Canvas.
In Design options, expand Menu Items → click +Add item to add links. Remove with the ✕ icon.
For each item, enter the text and URL.
Style the menu: layout (horizontal/vertical), alignment, spacing, colours, and font.
Icon Menu
The Icon Menu element displays icon-based links — most commonly used for social media icons (Facebook, LinkedIn, X/Twitter, Instagram, etc.) and contact information (email, phone, website).
How to create an Icon Menu
Place the Icon Menu element into the Canvas.
In Design options, select icons from the available set and add links for each.
Add alt text to each icon for accessibility — describe what the icon links to (e.g. "Visit our LinkedIn page").
Choose from multiple icon style versions (colour and shape variations).
Style the layout: horizontal or vertical arrangement, icon + text or icon only, alignment, margins, and device-specific stacking settings for mobile.
HTML
The HTML element lets you insert custom HTML code directly into your email. Use it for advanced layouts, embedded content, or functionality not covered by the standard Elements.
This is an advanced feature that requires advanced coding skills for emails. Get in touch with your development or design team to make sure that your HTML code works as intended. Need an expert hand? Get in touch with your Account Manager at Efficy!
Populate an HTML Element
1. Click on the HTML element you've added into the Canvas.
2. Enter the HTML code you wish to add. (Links in the HTML code cannot be tracked)
3. To preview, click away from the HTML element.
⚠️ Use with care
Custom HTML can break email rendering in certain email clients — especially Outlook (Windows), which uses a limited HTML/CSS rendering engine. Always test thoroughly across email clients when using the HTML element. If you're not comfortable with HTML, the standard Elements cover the vast majority of use cases.
Common settings across Elements
Most Elements share a set of standard settings in the Design Panel:
Setting | What it controls | Applies to |
Element name | An internal label visible in the Structure Panel only. Helps organise complex emails. | All Elements |
Margins | Space around the outside of the Element (top, right, bottom, left in pixels). | All Elements |
Manual line-height | Override the default line-height with a custom pixel value (max 150px). | Heading, Paragraph, Text |
Background colour | Set a background colour behind the Element content. | Most Elements |
Alignment | Horizontal alignment of the Element within its Column (left, centre, right). | Image, Button, Line, Spacer, Icon Menu |
Troubleshooting
Issue | Cause and solution |
"My font looks different in the recipient's inbox" | Some email clients don't support all web fonts and will substitute a fallback. Use fonts from the Inline Text Editor's font list — these are supported by major email clients. Preview across clients to check. |
"My Data tag shows ##attribute## instead of the value" | Test emails are sent to the address you enter, which may not exist as a Profile with that Attribute populated. Create a test Profile with complete data to send to via the send wizard (not just test from within the editor). Also verify the tag syntax is correct. |
"My image is stretched or cropped" | Check the image sizing settings (Full width / True size / Custom width) in the Style options. If using True size, the image displays at its uploaded dimensions — make sure it's the right size for your email width. Use Preview → Mobile to check mobile rendering. |
"My button has no link" | Adding a Button element doesn't automatically create a link. You need to select the button text and use the link icon in the Inline Editor to add a URL. |
"My custom HTML looks broken" | Email clients (especially Outlook) have limited CSS support. Avoid complex CSS, external stylesheets, and JavaScript. Use inline styles and test across email clients. |
"I can't find the AI Assistant" | The Apsis AI Assistant is available inside text-based Elements (Heading, Paragraph, Text). Select the text to see the Inline Text Editor — the AI Assistant is accessible from there.  |
What's next?
Apsis AI Assistant — Generate subject lines, preheaders, and body copy with AI.
Link settings — All link types: URL, web version, unsubscribe, anchor, and more.
Data tags and Segments — Personalise content and target Rows to Segments.
Email Assets — Save Elements and Rows as reusable Assets.
Email: Rows and Columns — Layout structure reference.