Salesforce Marketing Cloud Next: What you need to know about template creation

The perfect template is flexible and reliable.

Custom templates should fully meet the requirements of your corporate design and be optimized for the Next Editor. The new editor offers a central brand component that allows you to define parent styles, which are then available in all templates and emails.However, as with the Content Builder, there is also a selection of definable elements set by the editor, which significantly limits creative freedom.

A major advantage of the Next Editor is its new edibility settings. In the template editor, you can severely restrict editing of individual sections. It can be set up in such a way that, in the final email, only content can be added without accidentally altering the structure. This is especially useful for teams where many people work with the template and represents a real gain in quality assurance. You should definitely consider this option from the beginning of the design process.

Practical Tips for Creating Email Templates in Marketing Cloud Next

Before implementation, you should seek expert advice on the feasibility of your desired design. Even though the Marketing Cloud Next user interface looks like a simple drag-and-drop editor, it makes sense to bring in experienced template developers. They are familiar with the editor’s specific features and how emails render in the most important email clients. They can set up the template correctly, test it thoroughly, and point out any special considerations for use. For example, it is important to clarify early on who will be working with the template later on. Should the templates be usable by marketers without HTML knowledge, or do your employees have advanced HTML and CSS skills? Depending on your requirements, it makes sense to plan for multiple template variants from the start to accommodate different use cases and, if necessary, varying skill levels among users. An important detail: While HTML templates are possible, switching to HTML mode is a one-way street. Once you start working in the code, you can no longer return to the drag-and-drop editor. This also applies to content blocks in the HTML editor—here, editing is limited to the source code. You should definitely take this point into account during planning.

Optimal client rendering and mobile behavior: Determine in advance which email clients are particularly relevant to your target audience in order to select the optimal technical solution in the new editor. Keep in mind the changes to mobile rendering: When creating emails, you can no longer freely configure how blocks are arranged or hidden on mobile devices. Instead, there is a clear distinction between “Stack on Mobile” and “Resize”—the range of features is significantly reduced compared to the Content Builder.

Managing Content Blocks: What Has Changed Compared to the Content Builder

Carefully assess whether you need content blocks that will be managed centrally before getting started. Unlike with the Content Builder, you can no longer save blocks directly from the template. Therefore, define a practical workflow early on. Which blocks will be managed centrally? Where will they be managed? How will they be updated when changes are made?

Training for the Next Editor: New Tool, New Skills

A new system requires new knowledge. Be sure to schedule training so that users can ultimately use the template flexibly and to its full potential. If needed, users can also receive training on how to customize and expand the template themselves.

Content Builder vs. Marketing Cloud Next Editor: A Direct Comparison

See below for the key differences and features of the new Next Editor compared to the classic Content Builder.

• Block flexibility: Both editors allow you to arrange elements within a block flexibly. You can easily create multiple variations from a single block. Blocks can be created, moved, duplicated, and deleted. Advanced users can create their own HTML blocks that are precisely tailored to the corporate design.
• Saving blocks: In Content Builder, you could easily save frequently used blocks while creating an email and reuse them later. This feature is no longer available in Next. Blocks cannot be saved directly from the template or email. This is a drawback to take into account during planning.
• Mobile optimization: In Content Builder, the mobile layout and hiding of elements could be configured freely. In Next, however, you can only choose between "Stack on Mobile" and "Resize."
• Test sends: A major change in Next is that test sends now only work with a test segment containing at least one contact. This means a connection to Salesforce Data 360 (formerly Data Cloud) is mandatory because real-world testing cannot otherwise be performed. Be sure to clarify this point before going live.

Conclusion: Marketing Cloud Next Needs a Template Strategy

To unlock the full potential of the new platform, careful planning of templates for the Salesforce Marketing Cloud Next editor is essential. While the editor introduces new challenges, most notably regarding saving and reusing blocks, it also offers significant advantages. At the same time, however, it offers marketers significantly greater control. The future looks promising as well, as Salesforce has announced that future releases will support AMPScript, web fonts, and the currently missing text version. A clean setup by experienced specialists, along with training, ensures that your email campaigns will run smoothly from the start. If you need assistance with template creation or transitioning to the Next Editor, we’re happy to advise you.

Be sure to read our comparison of the Salesforce Marketing Cloud Account Engagement Classic and Lightning editors, as well as our article on Salesforce Marketing Cloud Content Builder templates.