Content Blocks

The Content Blocks Library allows you to manage your reusable, cross-channel content in a single, centralized location. To access this feature please go into the Content Blocks Library tab in the [Templates & Media][4] section of your Braze account.

With Content Blocks, you can:

  • Create a consistent look and feel to your Email campaigns using Content Blocks as Headers and Footers.
  • Distribute the same offer codes through different channels.
  • Create pre-defined assets that can be used to build messages with consistent information and assets.
  • Copy entire message bodies to other messages.

Create a Content Block

Creating a Content Block is easy - go to Templates & Media, then the Content Blocks Library tab. Then, click Create Content Block.

Then, create your Content Block!


  • You can save a content block without content in it.

Content Blocks currently have two types: HTML or text. Braze will select the type for you based on the content you inserted into the block. If Braze detects HTML markup in the Content Block, the block type will switch to HTML automatically. Otherwise, it will be considered text.

Using Content Blocks

  1. Create your Content Block.
  2. Copy the Content Block Liquid Tag from your Content Block page.
  3. Insert the Content Block Liquid Tag into the message. You can also begin typing the liquid and have the tag auto-populate.

Updating & Copying Content Blocks

If you choose to update a Content Block, it will update in all messages the Content Block is used.

If you want to update a Content Block for a single message or make a copy of a Content Block to use in other messages, you can either copy the HTML from the original message to your new one, or edit the original Content Block (it must have been used in a message already) and save it. You will then get a prompt that allows you to save it as a new Content Block.


Nesting Content Blocks

Content blocks can be nested, but only once! You can nest Content Block A into Content Block B, but you will not be able to then nest Content Block B into Content Block C.

Additionally, Content Blocks cannot be used within an email footer, though email footers can be used within Content Blocks.

Content Block Specifications

Content Block Attribute Specifications
Name Required field limited to 100 characters. Cannot be renamed after Content Block has been saved. Additionally, you cannot name a new Content Block the same name as a previous Content Block, even if the previous one has been deleted.
Description Optional field limited to 250 characters. Describe the Content Block so that others viewing it in the Braze product will know what it’s for and where it’s being used.
Content Size Limited to 50kb.
Placement Content Blocks cannot be used within an email footer.
Creation HTML or Text.
New Stuff!