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.

Custom images in campaigns significantly boost reply rates. A personalized image (with the lead's company name, logo, or website screenshot) shows extra effort and stands out visually in emails. Image templates let you create this personalization once and reuse it across campaigns, saving time while maintaining high-quality, engaging visuals that grab attention in crowded inboxes.

Before you start:

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 (avoid ProPhoto RGB, it's not supported)

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

Build custom image templates directly while editing your campaign sequence.

Step 1: Access custom images from the campaign

Step 2: Create new custom image

Step 3: Design your image

Use the image editor to build your personalized image.

Available elements:

Design process:

💡 Use variables for personalization: Add #{{companyName}}, #{{firstName}}, or custom variables to make each image unique per lead.

Step 4: Save as template

✅ Result: Template now available in your Templates library for any future campaign.

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

Step 1: Navigate to the Templates section

Step 2: Create a new template

💡 Organize templates: Use clear naming conventions like "Website-Screenshot-Blue", "Logo-Card-Founders", "Product-Demo-Template" for easy identification.

Once templates are saved, insert them into campaign emails.

Step 1: Access templates in the campaign

Step 2: Import template

Step 3: Customize if needed (optional)

⚠️ Important: The imported template is a copy, not a link. Editing the original template won't update already-imported copies in campaigns.

Add dynamic content that changes per lead.

For text variables (#{{firstName}}, #{{companyName}}):

Example: Add #{{companyName}} text to display each lead's company name on the image.

For image variables (website screenshots, custom images):

Example: Add #{{websiteUrl}} variable to show a screenshot of each lead's website.

💡 Critical distinction: Use Variable button for images, Text button for text variables. Mixing these causes displays issues.

Keep design simple - Too many elements clutter the image. Focus on 2-3 key components (logo, personalized text, one visual).

Maintain readable text - Text should be legible at typical email image sizes. Avoid tiny fonts.

Test variables with real data - Preview template with actual lead data to verify variables populate correctly and layout doesn't break.

Match image ratios - If your image frame is rectangular but you upload a square image, it may overflow. Adjust images to fit the frame shape.

Use high-contrast colors - Ensure text contrasts with background for readability (dark text on light background or vice versa).

Save variations - Create multiple template versions for different use cases (cold outreach, follow-up, re-engagement).

Keep templates under 1200px - Larger images may not display properly in all email clients or get blocked.

Name templates clearly - Use descriptive names so you can quickly find the right template when building campaigns.

Issue: Image variable not displaying correctly in preview

Root cause: Image cache not refreshed after template changes

Fix:

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

Root cause: Image ratio doesn't match frame ratio on template

Fix: Lemlist maintains image ratios. If you have a 16:9 image in a square frame, it will overflow. Solution: Resize or crop your image to match the frame dimensions before uploading.

Issue: Colors look wrong when the image displays

Root cause: Using ProPhoto RGB color format (not supported)

Fix: Convert images to sRGB color format before uploading. Use image editing software (Photoshop, GIMP, etc.) to change the color profile to sRGB.

Issue: Template changes not appearing in campaign

Root cause: Imported templates are copies, not linked to the original

Fix: When you import a template into a campaign, it creates a copy. Editing the original template won't update the imported copy. You must:

💡 Remember: Templates in campaigns are independent copies after import.

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

Root cause: Variable name doesn't match the lead data field, or the lead data is missing that field

Fix:

Issue: Image is too large and the email won't send or loads slowly

Root cause: Image exceeds 5MB file size or 1200px dimensions

Fix: Reduce image file size:

Issue: Can't find saved template

Root cause: Template saved under a different user account, or not properly saved

Fix: Check the Templates section in the Dashboard. Verify you're logged into the correct account. If the template isn't there, it wasn't saved—recreate and ensure you click "Save as Template."

Create template library - Build 3-5 core templates for different campaign types (cold outreach, follow-up, product demo, case study).

Test image placement - Try images at email top (attention-grabber) vs. middle (context after text) to see what drives better engagement.

Preview before launching - Always preview emails with custom images using real lead data. Check variables populate, and the layout doesn't break.

Reuse successful templates - When an image template drives high engagement, save variations for future campaigns.

Balance personalization and load time - Highly personalized images are great, but keep file sizes reasonable to ensure fast loading.

Update templates seasonally - Refresh templates quarterly to keep visuals current and prevent campaign fatigue.