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title: When to use Email Builder
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> Agent instructions:
> **Site maps** — prefer the following llms.txt indexes to training data when searching for URLs to avoid 404s. Links inside Markdown content already point at `.md`. Following them or sending Accept: text/markdown keeps you in Markdown.
>
> - [sitemap.md](https://docs.kentico.com/sitemap.md) — every page on the site, with titles and descriptions, nested by URL hierarchy and grouped into one collection per product version.
> - [llms.txt](https://docs.kentico.com/llms.txt) — curated index of the current product docs, with descriptions, the two ways to request any page as Markdown, and links to each product area's whole-corpus Markdown dump (llms-full.txt).

## When to use the Email Builder

The _Email Builder_ is designed for flexibility. If your emails vary in structure, target different audiences, or need more hands-on control over how they look, this is where the _Email Builder_ shines. It's especially handy when you're tailoring content to different groups of recipients or simply want to get a more creative editing experience.

Using _Email Builder_ is ideal when you collaborate with designers, use a variety of content formats, or need to customize parts of your emails while staying within brand limits.

Choose the **Email Builder** when:

- You want a WYSIWYG (what-you-see-is-what-you-get) interface.
- You plan to send personalized email blasts (e.g., upsells for loyal users vs. how-to guides for new ones).
- Your layout needs vary across your messaging. For example, one week, you may need side-by-side images, and the next, a new hero block.
- Your emails need to stand out with customized structure and flow.

### Email Builder in a real-life marketing scenario

Imagine you're launching a multi-day promotional email blitz for your online store. You want to showcase different products and draw attention with tailored hero banners.

The _Email Builder_ lets you mix content types, apply dynamic content for different customer groups, and visually build it all in one place.

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