How can over-templating reduce reputation?

Over-templating occurs when your emails share too much structural DNA with millions of other messages. This happens frequently with stock ESP templates, popular drag-and-drop designs, and particularly with cheap or free templates used by mass senders. When 99% of your HTML is identical to known spam campaigns (because spammers use the same templates), content fingerprinting and pattern detection can flag you by association.

The issue isn't using templates-it's using templates unchanged and in common with low-quality senders. Filters learn that certain HTML structures correlate with spam because spammers over-index on the easiest options. A template that's been distributed to millions of users and requires no customization is exactly what a spammer seeking volume over quality would choose.

The solution involves customization that creates unique signatures: modify templates substantially, add custom elements, change structural patterns, and ensure your finished email doesn't look like a carbon copy of template gallery defaults. Invest in bespoke design for important campaigns. At minimum, customize templates enough that your content fingerprint is distinct. Templates are tools, not finished products-using them unchanged is like wearing the same outfit as everyone else at a party, except some of those people are known thieves.