Creating Tickets from email - Template or only action rules?

I'm currently looking into setting up Email to Ticket system in our Web Helpdesk app, but I'm running into a snag. I can't find anywhere to create or set a template for the incoming email to be filtered into specific ticket types, or automatically assign data like a client based off of the sender of the email.

Is there a way to implement a format for incoming emails that should be used that will allow Help Desk to filter based off of or is everything filtered via mass use of action rules to create any kind of filtering? 

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