Channel & craft
Content Block (Braze)
Also known as: content blocks · reusable email block
A reusable HTML fragment in Braze that can be inserted into multiple email templates — change it once, every template that references it updates automatically.
A Content Block in Braze is a named, reusable HTML fragment — footers, headers, unsubscribe blocks, product grids, promotional banners — that can be referenced from any email template. Change the Content Block in one place, every template that references it updates on the next send. Content Blocks reduce the maintenance burden of keeping 20+ templates consistent (footer updates, legal text changes, brand refresh) and enable structured a/b testing where the only change between variants is a single block. The tradeoff: Content Blocks can be nested and cross-referenced, which sometimes creates circular dependencies or deep chains hard to debug. Best practice: keep Content Blocks shallow (one level of nesting max), name them consistently (e.g., 'footer-legal-v2', 'cta-upgrade-trial'), and audit the reference graph quarterly. The Orbit Namer supports a content-block namespace pattern.