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Create an image template

How to Create Image Templates in Lemlist for Higher Reply Rates 🚀

Learning Objective

By the end of this guide, you'll know how to create reusable custom image templates in lemlist, design personalized images with variables, save templates for future use, and troubleshoot common image display issues.

Why This Matters

Custom images in campaigns significantly boost reply rates. A personalized image shows extra effort and helps your emails stand out visually in crowded inboxes. Image templates let you create this personalization once and reuse it across campaigns, saving time while keeping your outreach engaging and consistent.

Prerequisites

Before you start:

  • A campaign created with at least one email step

  • Any images or logos you want to use

  • Basic understanding of custom variables

Image Requirements

Before creating templates:

Size limit: Images no larger than 1200px (height or width)

File size: Keep under 5MB for optimal performance and deliverability

Color format: Use sRGB format

💡 Why these limits matter: Large images can slow email loading, hurt deliverability, and may not display properly in all email clients.

Method 1: Create a Template from a Campaign

Build custom image templates directly while editing your campaign sequence.

Step 1: Open your campaign

  1. Go to Campaigns, then open the campaign you want to edit

    Open a campaign from the campaigns list

Step 2: Open custom media in the email step

  1. Inside your email step, click + Add, then select Custom media

    Open the Add menu and select Custom media from an email step

  2. In the personalization window, click Create an image

    Click Create an image in the personalization window

  3. Then click Create new template

    Create a new image template

Step 3: Design your image

Use the image editor to build your personalized image.

Available elements:

  • Text - Add static text or text variables

  • Meme text - Add stylized text blocks

  • Image - Upload a fixed image

  • Photo - Insert a lead photo

  • Logo - Display the lead's company logo

  • Website variable - Display a lead website screenshot

  • Image variable - Use a custom image variable from your data

Design process:

  1. In the editor, click Add element

    Click Add element in the image editor

  2. Choose the element you want to add, such as Text, Image, Logo, Website variable, or Image variable

    Choose an element type to add to the image template

  3. After adding an element, adjust its settings and placement as needed. For example, the Logo element lets you configure its style from the right-side panel

    Adjust settings for a logo element in the image editor

💡 Use variables for personalization: Add text variables for dynamic copy, and use image-based elements like Logo, Website variable, or Image variable when you want visuals to change for each lead.

Step 4: Save as template

  1. Once your design is ready, click Save as template

    Save the image as a reusable template

  2. Give the template a clear name so you can find it later

✅ Result: Your image template is now saved and can be reused in future campaigns.

Method 2: Create a Template from the Dashboard

Create templates directly from your Templates section without opening a campaign.

Step 1: Navigate to the Templates section

  1. Click your name in the bottom-left corner, then select Templates

    Open Templates from the account menu

  2. Open the Images tab, then click Create new template

    Open the Images tab and create a new template

Step 2: Build and save the template

  1. Click Add element to start building your image

    Start building a new image template from the dashboard

  2. Add the element you want to use and configure its settings. For example, if you add an Image element, you can upload an image or paste its URL from the settings panel

    Configure an image element in the dashboard template editor

  3. Click Save when you're done

    Save the completed image template

💡 Organize templates: Use clear names so you can quickly identify them later.

Using Saved Templates in Campaigns

Once templates are saved, you can insert them into campaign emails from the custom media flow.

  1. Open an email step in your campaign

  2. Click + Add and choose Custom media

  3. Select an existing saved image template or create a new one

⚠️ Important: When you use a template in a campaign, it behaves like a separate copy. Updating the original template later will not automatically update copies already inserted into campaigns.

Using Variables in Image Templates

Add dynamic content that changes for each lead.

For text variables:

  1. In the image editor, click Add element

  2. Choose Text

  3. Type your variable, such as #{{firstName}} or #{{companyName}}

  4. Format and position the text on the image

For image variables:

  1. In the image editor, click Add element

  2. Choose Website variable, Logo, or Image variable

  3. Select or connect the relevant variable source

  4. Resize and position the placeholder

  5. Preview the layout to make sure it renders correctly

💡 Critical distinction: Use Text for text-based variables and image elements for visual variables.

Image Template Best Practices

Keep design simple - Focus on 2-3 key visual elements.

Maintain readable text - Make sure text is legible at email size.

Test variables with real data - Verify that variables populate correctly.

Match image ratios - Resize or crop assets so they fit the frame cleanly.

Use high-contrast colors - Make the message easy to read.

Save variations - Create different templates for different campaign types.

Keep templates under 1200px - Larger images may not display well everywhere.

Name templates clearly - Clear naming makes reuse much easier.

Troubleshooting

Issue: Image variable not displaying correctly in preview

Root cause: Image cache not refreshed after template changes

Fix:

  1. Edit the template where the variable is located

  2. Make a small change, such as resizing an element slightly

  3. Save the template again

Issue: Image overflows or doesn't fit the frame properly

Root cause: The source image ratio doesn't match the frame ratio

Fix: Resize or crop the image before uploading so it better matches the template layout.

Issue: Colors look wrong when the image displays

Root cause: Unsupported color profile

Fix: Convert the image to sRGB before uploading.

Issue: Template changes not appearing in campaign

Root cause: Templates inserted into campaigns are copies

Fix:

  1. Remove the old image from the campaign

  2. Insert the updated template again

Issue: Variables showing as #{{variableName}} instead of actual data

Root cause: The variable name doesn't match your lead data, or the lead record is missing that value

Fix:

  • Check that the variable name matches the field exactly

  • Confirm the lead data contains a value for that field

  • Use Text for text variables

  • Use image elements for visual variables

Issue: Image is too large and loads slowly

Root cause: Image exceeds recommended file size or dimensions

Fix:

  1. Resize to a maximum of 1200px

  2. Compress the file

  3. Use JPG when appropriate for smaller file size

Issue: Can't find a saved template

Root cause: The template may not have been saved properly, or you're checking under the wrong account

Fix: Open the Templates section, go to Images, and verify you're logged into the correct workspace and user account.

Optimization Tips

Create a small template library - Build a few reusable templates for different campaign types.

Preview before launching - Always check how the image renders with real lead data.

Reuse successful templates - Save variations of templates that perform well.

Balance personalization and load time - Keep images lightweight.

Refresh templates regularly - Update visuals from time to time to keep campaigns feeling current.

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