Blocks and Editable Regions

Special attributes can be used in an email template to mark elements as 'editable' (can be configured in the visual editor) and 'blocks' (which can be replicated and arranged in the email). 'Blocks' can contain 'editables'.

Editable regions

You can make an HTML element editable by adding an "om:editable" attribute and an "om:id" attribute. The om:id must be unique per template and may be defined as any string value (eg om:id="qwerty"). An editable may have a nice display label by using om:label="Some name".

Note that editable regions cannot be nested. E.g. having one element with om:editable inside another with om:editable may lead to unexpected behaviour.

The following tag types can be made editable:

Image tags

E.g. <img om:editable om:id="1" src="" /> will make the image editable (changing size / src / alt) in the UI. Additionally the UI allows adding a hyperlink to the element, which wraps it in an <a> tag.

If you wish your image tag to be linked, you can wrap it in an <a> tag with the om:editable="image", e.g.


<a href="" om:editable="image" om:id="3"><img src=""></a>


<a href=""><img om:editable om:id="3" src="" /></a>

Text content

Can be applied to any element with text content (div, span, a etc). E.g. <div om:editable om:id="4" >Content goes here</div>

HTML content

Can be applied to any element with html content (div, span, a etc). E.g. <div om:editable="html" om:id="5" >Content goes here</div>

Product selector

Allow products to be injected into the data and rendered as a loop with Jinja, click here for more details.

Rich text

Rich text areas provide an interface for a small subset of HTML and CSS. Can be applied to any block element (div).

Currently supported features are: headings (h1-h6), font colour (color), bold (strong), italic (em), underline (u), text alignment (text-align), links (a) and clear formatting.

Rich text editable regions require appropriate support from the template author to work as expected. The purpose of this element is to provide styling for the rich text area. When it creates new elements, it will use these styles for them. The styles will also be automatically inlined.

Each rich text editable should contain a comment tag, immediately followed by a div, tag immediately followed by a comment tag (see below). There should be no text nodes between the opening editable tag and the comment. The style div may contain spaces. It is probably also a good idea to add style="display: none" to the style div. If this is not correct, there will be a message in the console when clicking to edit the editable like: "No rich text style element found."

This style element should contain an example of each of the following tags: h1, h2, h3, h4, h5, h6, a, strong, em, u, p, s, span, ul, ol. Their styles should be inlined for use in the rich text editable but this will be done by our internal tools when we develop the templates.

<div om:editable="rich-text" om:id="1"><!-- ometria_remove_begin --><div style="display: none">
    </div><!-- ometria_remove_end -->
<div om:editable="rich-text" om:id="1"><!-- ometria_remove_begin --><div style="display: none">
        <strong style="color: darkgreen;"></strong>
        <h1 style="font-family: Helvetica, Arial, sans-serif; font-size: 18px; font-weight: normal; line-height: 1.3; margin: 0 0 10px; padding: 0; text-align: center"></h1><span class="fr-marker" data-id="0" data-type="false" style="display: none; line-height: 0;"></span><span class="fr-marker" data-id="0" data-type="true" style="display: none; line-height: 0;"></span>
        <p style="color: #000000; font-family: Helvetica, Arial, sans-serif; font-size: 14px; font-weight: normal; line-height: 1.3; margin: 0 0 10px; padding: 0; text-align: center; width: 100%"></p>
        <a style="color: #2199e8; font-family: Helvetica, Arial, sans-serif; font-weight: normal; line-height: 1.3; margin: 0; padding: 0; text-align: left; text-decoration: none"></a>
    </div><!-- ometria_remove_end -->

Limitations of rich text

The CSS inlined in these elements will be parsed by the user's browser. Hacks like Margin: 0(note capital M) will likely be removed.

If the editable does not have (either directly or via inheritance) CSS like text-align: left then users of the editor will notice a "jump" in text when they attempt to edit. text-align on tags (h1, p) should work as expected.

If the template uses a custom font for body text, the rich text editor will not load this. It will display correctly in the preview.

Extra colours in colour picker

The colour picker supports a number of colours by default. For more flexibility and to support brand colours, a styles property can be added to the attribute om:extra-styles.

<div om:editable="rich-text" om:id="1" om:extra-styles='{"colours": ["red", "#ee8d76"]}'></div>

Custom fonts

The om:extra-styles attribute also accepts information on custom fonts. This will show the font menu in the rich text editor.

<div om:editable="rich-text" om:id="1" om:extra-styles='{"fonts": [{"family": "Hasklig"}]}'></div>

This is supported in three formats. The chosen format does not affect the email, just the display in the rich text editor.

The first does not load the font from any link and depends on the user having the installed font to show in the rich text editor.

{"fonts": [{"family": "Hasklig"}]}

The next format is suitable for including a CSS file. This is popular with Google fonts.

  "fonts": [{
    "family": "Indie Flower",
    "import": ""

The final format allows linking directly to font files.

For more control, "fontFace" should be provided. This can contain any CSS that is valid in an @font-face rule. Note that the properties should be camel-case and not kebab-case as seen in the example below.

  "fonts": [{
    "family": "My Font",
    "eot": "",
    "woff2": "",
    "woff": "",
    "ttf": "",
    "fontFace": {
      "fontWeight": "bold",
      "fontStyle": "normal"

Link tags

Allows for editable links (<a/> tags). In the Visual Editor, the user will be able to edit the target URL (href), text content, styles (as a CSS string) and link name (shown in the link click report).

<a om:editable="link" om:id="1" href="" om:linkname="homepage link">
    the link text


In order to support blocks a template needs two things:

  • A parent 'blocks' container where the blocks are inserted into. At the moment we only support one blocks region per template. This is marked by applying the "om:blocks" attribute to a tag (typically div or table). The HTML element with the "om:blocks" attribute should be empty and placed where you would like the block elements to be placed when in the visual editor.

  • One or more 'block' elements which are the repeatable blocks inside the blocks container. These are marked by applying the "om:block" attribute and giving them a name, e.g. om:block="My block". Each block must have a name and it must be unique in the template.

An example of a minimum viable template:

<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "">
<html xmlns="">
        <meta charset="utf-8"> <!-- utf-8 works for most cases -->
        <meta name="viewport" content="width=device-width"> <!-- Forcing initial-scale shouldn't be necessary -->
        <meta data-fr-http-equiv="X-UA-Compatible" content="IE=edge"> <!-- Use the latest (edge) version of IE rendering engine -->
        <title>{{ email.subject }}</title> <!-- The title tag shows in email notifications, like Android 4.4. -->
        <div id="header">
            <img src="" om:editable om:id="1"/>
            <span om:editable om:id="2">Strapline</span>

        <div om:blocks></div>

        <div om:block="block type 1">
            <h1 om:editable om:id="3">Hello there</h1>
            <p om:editable="html" om:id="4">Some editable <i>HTML</i> content</p>

        <div om:block="Product block">
            {% if products %}
                <h3>Lovely products</h3>
                {% for product in products%}
                    <a href="{{ product.url }}"><img src="{{ product.image_url }}" /></a><br />
                    <a href="{{ product.url }}">{{ product.title }}</a>
                    {{ product.price }}
                {% endfor %}
            {% else %}
                <h3>Sorry no products</h3>
            {% endif %}

Blocks in Automation campaigns

Blocks can also be used in Automation templates. Depending on the trigger of the campaign they're used in, these templates might have extra information available through global jinja variables.

Post-purchase campaigns

Trigger: Order

Key available: {{ order }}

Abandoned basket campaigns

Trigger: Abandoned basket

Key available: {{ basket }}

Browse (visit) abandonment campaigns

Trigger: Visit, Viewed (a specific) product over a period of time

Key available: {{ visit }}

More info about the contents of these tags is available here.