Email Creation: Best Practices and Templates [2023]
You may not know that HTML is a markup language used to create web pages, but it can also be used to write emails.
You can increase your conversions by sending plain text emails, but you can also go the extra mile to draft HTML or inline CSS email–multimedia messages that place a strong emphasis on design with the use of GIFs and videos.
You don’t even need to know how to code in order for you create HTML emails.
This guide will show you how to create simple HTML emails which engage your audience and turn them into buyers.
How to Create an HTML email
has many advantages over plain text emails, but many prefer to use HTML emails in order to engage with their audience.
This is because HTML emails can present your content in a clear and appealing way.
Images or videos will help your readers focus on the most important parts of your email, increasing engagement because they can scan it more quickly.
Check out the FAQ for more information on HTML emails.
Let’s start with , how to create a HTML email. There are three ways you can do this:
1. Use HTML email builders
HTML templates are the easiest and most popular way to create HTML email.
You can create professional-looking email templates using these tools without any coding skills required.
You can save resources and time by using an HTML email visual designer. All you have to do is select a template and modify it according to your email campaign.
It’s important to consider the following when choosing an HTML builder:
- Customizable Templates — With a library of templates to choose from, you’ll be able to find the right one for your needs. You can also use the tool if your ideas change later on. These editable templates allow you to create beautiful files from scratch , without any coding knowledge.
- Email structure editor — With this feature you can easily modify your templates when needed and add graphic design elements as you wish.
- Compatible for different email providers — This is important, because you will want your emails to look good on mobile devices, apps or email clients such as Gmail, Yahoo or Microsoft Outlook.
- Simple and automatic — HTML email creation should be intuitive and quick.
Moosend is a solution that ticks all of the boxes. It offers a one-stop-shop to help you create HTML emails with a designer’s touch, which will grab your subscribers’ attention and motivate them to take action now.
2. Use HTML email templates
Let’s discuss each of the three types.
- Predesigned templates: Add them to your library to create new emails campaigns whenever you want.
- Customizable Templates: Reuse this type email for different email campaigns by adding different images or text.
- Responsive HTML Email Templates automatically adapt to any screen size so that people can read emails on the device of their choice.
How do you select the best template for your campaign and audience?
Take a look at this example from Moosend.
This email template is perfect for ecommerce businesses, as it’s designed to sell a specific product — in this instance, roses.
This HTML template is not suitable for promoting your webinar, or if you are promoting men’s fragrance. Pink is associated more with women.
Understanding your subscribers and their expectations is important when selecting an HTML email template.
Let’s start with this email template for hospitality:
This newsletter template can be used by the catering industry to showcase different properties that your audience may find interesting for their next holiday destination.
Here’s another Moosend sample:
This template carefully balances visual elements and small text snippets to create a well-balanced content.
The recipient can choose what content interests them and then access it via the CTA buttons.
Author’s tip: If you’re looking for templates, you might want to check out the websites below — or you could use one of Moosend’s 80+ templates that are free and easy to customize.
3. You can code it yourself
If you are a coder, you can create your own email templates by using HTML code.
HTML emails should contain:
- Header – The first thing that your recipients will see when they open your email.
- Email Body – This is where you will present your main message.
- CTA (Call to Action) button — Since each email has an objective, you should include a CTA button to motivate the reader to take action.
- Footer – The last part of your body, where you can include email addresses, phone number, and social media links to allow recipients to contact you.
It is difficult to create emails without a dedicated email software, but you can work with a web designer to design templates which convert and represent your company.
Continue reading to learn and for developing HTML emails.
HTML Email Best Practices
What should you keep in mind when creating or coding HTML emails?
What are some tips that you can use to ensure your email templates are responsive or cross-platform compatible? Let’s see!
1. The right tools
To build HTML emails, any developer requires the right tools.
You don’t have to be an expert in coding, but it helps! is the foundation of. You can find many tutorials and courses online to improve your coding skills.
You’ll need to find a code editor after you’ve gained experience.
Here are some of the most popular tools to use for your job:
- Visual Studio Code (also called Espresso, Coffee Cup HTML editor, or Onivim), Espresso, Coffee Cup HTML, Onivim, or Onivim are all developer tools.
- Email testing software: Litmus Mailchimp Stripo GlockApps
You will need to use a tool that allows you to send HTML emails.
Moosend, an easy-to use platform, allows you to quickly create HTML emails marketing campaigns by using pre-designed template and a drag and drop builder for landing pages and newsletters. Then send them out to your audience.
2. Ensure your design is responsive
Many developers struggle to ensure that emails are displayed correctly on screens of all sizes.
When designing HTML emails, you need to be careful about a data-wpel-link=”external” href=”https://developer.mozilla.org/en_US/docs/Web/CSS/CSS_media_queries/Using_media_queries” rel=”noopener” target=”_blank>media queries/a> and device width. You should be aware of Media Queries when designing HTML emails.
3. View emails in different email clients
You must ensure that you maintain cohesion between different email providers to ensure cross-platform compatibility.
Gmail and Apple Mail both support, load, and interpret HTML according to their own standards.
Use an preview tool to ensure that your email looks good before sending it. These tools allow you to preview your emails on different email clients, which can help you improve them before they arrive in the inbox.
4. Please consider your email size
Long HTML emails may load slowly, causing subscribers to unsubscribe.
If your email doesn’t load quickly, you still need to let the reader know the subject of the message through HTML tags or alternative text. Visit to find out how long your email should be and how many pixels you’ll need.
5. Use a preheader text
A preheader is a small text section that appears after the subject line of an email. It gives the recipient a preview of its contents.
This tactic can be used to encourage users to open an email by offering them valuable insights, and adding additional CTAs that will make them interact with the message.
6. Optimize your emails
You can spot problems by testing your emails at each stage of development. This will ensure a consistent experience on different devices, email providers and operating systems.
Here are some ways to test your email:
- Check your CSS email — Services such as Litmus and Email On Acid will ensure that users can view the content of your emails on any device.
- Use HTML Preview Tools — A preview tool such as pilotMail can show your subscribers how a web browser renders your HTML email for desktop or smartphone. You can then adjust the code and layout to find the perfect balance.
- Check for broken links, typos or image rendering — Broken links prevent the recipient from engaging with your content. While we are all human, and we make mistakes, sending too many emails with spelling or grammar mistakes (especially if you get a subscriber’s name wrong – yikes!) can reflect poorly on your brand. It can reflect badly on your brand.
- Test subject lines — Subject lines are the first impression that your subscribers will have of you, so it is important to make them concise and free from spam words. You can use Moosend’s subject line tester to test how many subscribers are engaged.
Creating Stunning HTML Emails
You don’t have to be a web designer or a coding expert to create HTML emails.
You need an email provider who can keep up with the pace.
Moosend is your best friend if you want to create beautiful emails that convert customers easily.
With its easy-to-use and intuitive email builder you can create creative email newsletters or landing pages that engage your customers at every stage of their customer journey.
Register for free to test it out.
Frequently Answered Questions (FAQs).
Were we missing something? This FAQ section will provide you with all the answers to your questions.
1. What is HTML email?
HTML (HyperText markup language) emails are web pages in email format. You can add images, hyperlinks, and other graphic components to your email through builders.
2. What is the difference in HTML email and plain text?
A plain-text email is a message that contains only text in ASCII (American Standard Code for Information Interchange ) format without any graphics or links.
HTML, on the other hand, is a markup that allows you to add design elements such as fonts and colors that are not available in basic emails. You can also customize HTML as you wish.
3. Are HTML emails more effective than plain text?
HTML emails offer greater flexibility, allowing you to add photos, links and your own style.
4. What are the benefits of HTML email?
The main benefits of using HTML in email are:
- Improved email tracking:You will be able to see what design resonates better with your audience and generate more leads by measuring engagement, Click-through rates or email opening rates.
- Increased user engagement – Since most people scan emails for important points, and they process visual information more quickly you can engage users through attractive designs. You can improve your audience’s experience and reach them by using color, fonts and tables to highlight important information.
- A clearer email design: Instead of clogging up your email with unnecessary fluff, divide large pieces of text into smaller sections or use design elements to present your message effectively.
The post HTML email creation: best practices & templates [2023] first appeared on Email marketing automation platform for thriving businesses.
