How to create email templates in HubSpot and use them correctly

To create an email template in HubSpot, go to the email or templates area for the kind of email you need, start a new template, add your content and personalization, then save it and preview or test it before you use it. The exact menu labels can vary by HubSpot setup and plan, so if you don’t see the option you expect, check whether you’re in the right email area and whether your subscription includes that email type. If the feature is missing, use the plan details or ask the account admin before you build further.

Before you start in HubSpot

You need the right account access and the right kind of email in mind before you build anything.

• You can sign in to the HubSpot account where the template will live.
• You have permission to create and edit templates or emails.
• You know whether you’re building a marketing email template or a sales email template, because those live in different parts of HubSpot.
• You know which plan you’re on, since some template tools and email types are limited by subscription.

HubSpot menu labels can differ slightly between accounts. If your sidebar doesn’t match what you expect, use the search bar in HubSpot or look under the email, marketing, or sales areas rather than assuming the tool is missing.

Create the template step by step

1. Sign in to HubSpot and open the area for the kind of email you want to create.

If you’re making a marketing email template, look in the marketing email tools. If you’re making a sales email template, go to the sales email or templates area instead. The goal is to get to the template builder, not just the email composer.

2. Choose the option to create a new template.

In most setups, you’ll see a button or menu item like Create template, New template, or Create email. Pick the template option, not a one-off email draft, if you want to reuse it later.

3. Select the template type or starting layout.

HubSpot often gives you a choice between starting from scratch and using an existing layout or theme. If you want something quick, pick a simple layout. If you already have brand structure in mind, start with a blank template so you can place each part yourself.

4. Build the template in the editor.

Add the main content blocks you need, then arrange them in the order you want the recipient to read them. Save your work as you go if HubSpot offers a draft or autosave state.

5. Name and save the template.

Give it a clear name that tells you what it’s for, such as New customer follow-up or Monthly promo - short version. If HubSpot lets you choose a folder, group it with related templates so it’s easier to find later. After that, save or publish the template. When the save finishes, the template should appear in your template list or library.

Add the parts that matter most

Keep the template useful for reuse, not so specific that you have to rebuild it every time. Add the pieces that usually stay the same, and leave room for the details that change.

Use text blocks for the body copy, a headline, and any short supporting lines. Keep paragraphs short so the template stays readable on different screen sizes.

Add images only if they serve a clear purpose, such as a logo, product shot, or banner. If you add too many visuals, the template gets harder to reuse and slower to edit later.

Use buttons for the main action you want the reader to take. Keep the label direct, like Book a call, View details, or Read more.

Add personalization tokens where they help the message feel specific without forcing you to rewrite the whole email. Common examples are the recipient’s first name, company name, or owner name. Use tokens carefully so the email still reads well when a value is missing. If HubSpot offers a fallback value, set one.

A good rule is to make the template flexible enough that you can swap the offer or audience-specific wording without breaking the layout. For example, keep the header, button, and footer stable, but change the main message and link for each campaign.

If your template supports modules or editable sections, leave the most changeable parts in those editable areas. That makes the template easier to hand off to someone else or reuse later without starting over.

Check that the template works

After saving, preview the template before you send anything real. Open the preview option in the template editor or use HubSpot’s test send feature if it’s available in your account.

Check these items first:

• The layout displays correctly.
• The text is readable and not cut off.
• Images load where you expect them to.
• Buttons point to the right link.
• Personalization tokens show the right value or fallback text.
• The mobile view still looks clean if HubSpot gives you a device preview.

If you use a test send, send it to an inbox you can open right away and read the message there. That helps you catch spacing issues, missing images, odd line breaks, or a broken link before you use the template with a real contact list.

When the preview looks right and the test email matches what you built, the template is ready to use.

Common roadblocks and what to check

If you don’t see the template option, first check whether you’re in the right HubSpot area. A marketing email template and a sales email template are not always in the same menu, and the wrong section can make the tool look missing.

If the button or menu is there but greyed out, check your permissions. You may need a role that allows editing templates or creating emails.

If you can open the template builder but can’t use a certain email type, your plan may not include that feature. In that case, check your HubSpot subscription details or ask the account admin which email tools are included before you spend time building in the wrong place.

If the template saves but doesn’t appear where you expect, look for filters, folders, or views in the template library. Sometimes the template is saved correctly but grouped in a different folder or shown only under one email type.

If you’re unsure whether you need a marketing email template or a sales email template, match the tool to the final use. Marketing templates are meant for broader email sends, while sales templates are usually for one-to-one outreach. Choosing the wrong one can leave you with the wrong editor, the wrong send method, or features that don’t fit what you’re trying to do.

Conclusion

If the template appears in your library, opens in preview, and the test send shows the right content, links, and personalization, you’ve finished the setup and can use it for real emails.