How to Use a CMS for Email Content Management
IntermediateQuick Answer
TL;DR
Using a CMS for email content management means creating email content in your CMS and rendering it as email-compatible HTML for delivery through an email service provider (ESP). This approach eliminates content duplication—the same article, product update, or announcement lives in one place and powers both your website and email campaigns. A headless CMS like Sanity stores structured content that your email pipeline transforms into responsive email HTML using tools like MJML or React Email.
Key Takeaways
- A CMS stores email content as structured data; an ESP (SendGrid, Mailchimp, Resend) handles delivery
- This eliminates content duplication between website and email—write once, publish to both channels
- Email HTML has severe rendering constraints (no CSS grid, limited flexbox, inline styles required)
- Tools like MJML, React Email, and Maizzle convert structured content into email-safe HTML
- Automation via webhooks: publish in CMS, trigger email build and send automatically