Creating emails that would display correctly across all email clients used to be a real headache. Table-based layouts, outdated tags, and CSS hacks were an integral part of the process.

Now, everything has changed: email frameworks have emerged, simplifying this task. In this review, we will look at two of them: MJML and TJML, to determine which one is better suited for creating effective emails.

### What are these frameworks?

**MJML** is the most popular framework for emails. It underpins many visual constructors and has practically become the standard in international email marketing.

**TJML** is a framework from Pixcraft, created based on extensive experience in email marketing. It is a tool that solves many problems that developers face daily.

With TJML, you don't have to worry about compatibility with different email clients and can focus on creating beautiful and adaptive emails. In addition, TJML allows you to combine HTML and [**AMP version of the email**](https://pixcraft.io/blog/what-amp-emails-are-and-how-they-are-changing-email-marketing) in one code.

### Which framework to choose?

To figure it out, let's try each of them in practice. After that, we'll analyze the resulting code and evaluate the quality of the email's display in various email clients.

We'll create an email that includes adaptive blocks (product cards and banners with headings), scalable blocks (header elements), background images, text, and buttons.

<Img
img="/api/uploads/tjml_ili_mjml_96ba990016.jpg"
alt="Email example"
/>

### Integrating the Framework

**How to integrate MJML:**

- [**Online sandbox**](https://mjml.io/try-it-live). The easiest way to try MJML is to use the online editor directly on the website. This is suitable for those who want to quickly get acquainted with the framework's capabilities or create a simple email.
- **Desktop version**. For larger-scale tasks, you can use the desktop app. It's available for Windows, Mac, and Linux.
- **Plugins**. If you use popular code editors like VSCode, Atom, or Sublime Text, there are special plugins for MJML.
- [**Installation via npm**](https://mjml.io/download). MJML can be installed via npm and used in any convenient development environment.

**How to integrate TJML:**

[**Online sandbox**](https://app.pixcraft.io/playground/view/). Use the playground for quick creation and testing of emails. You can write code, immediately see the result, and make quick edits without leaving your browser.
**As a JS library**. If you prefer working in your familiar development environment, you can connect the JS library. All connection instructions can be found in the [**documentation**](https://docs.pixcraft.io/en/framework/documentation).
[**VSCode plugin**](https://marketplace.visualstudio.com/items?itemName=Pixcraft.vscode-tjml). This extension offers autocompletion and tooltips for all TJML tags and attributes.
**Autocompletion for PhpStorm and WebStorm via** [**Web-Types**](https://github.com/JetBrains/web-types). You can connect [**web-types.json**](https://github.com/ahttps://github.com/pixcraft-io/TJML-framework/blob/main/web-types.jsoneb-types.json) to get hints on tags and available attributes.

### Setting up the email

Let's start with a blank email template. 

**With MJML:**

```xml
<mjml>
 <mj-head>
	<mj-attributes>
 		
 		<mj-all font-family="Arial" />
	</mj-attributes>
 </mj-head>
 <mj-body width="600px" background-color="#ffffff">
	
 </mj-body>
</mjml>
```

The code is enclosed in the ```<mjml>``` tag. Inside, there are two sections: ```<mj-head>``` and ```<mj-body>```.
- The optional ```<mj-head>``` section is used to define global styles, the page title, and default attribute values, avoiding the need to specify them for each tag. In our example, the default font is set to Arial.
- The ```<mj-body>``` tag contains the main content of the email and is a required element of the structure.

**With TJML:** 

```xml
<tjml>
<m-body bgcolor="#ffffff" font-family="Arial, sans-serif">
	<m-head preheader="text that is displayed next to the subject in the inbox list before opening the email"></m-head>
	 
</m-body>
</tjml>
```

The code is enclosed in the ```<tjml>``` tag.  The ```<m-body>``` tag is mandatory. Inside ```<m-body>```, an optional ```<m-head>``` tag can be added to set preheader parameters. To set default text parameters, you can use the attributes of the ```<m-body>``` tag.

### Working on the structure 

**With MJML:**

MJML has a block hierarchy that defines the rules for their nesting and placement. For example, the ```<mj-column>``` tag can only be placed inside ```<mj-section>``` or ```<mj-group>```, аnd ```<mj-section>``` can only be placed inside ```<mj-body>``` or ```<mj-wrapper>```. This limits the possibilities for creating various structures and, consequently, the design.

To insert the first block with a background image, we use ```<mj-wrapper>```. We set the padding, border radius, and image.

```xml
<mj-wrapper padding="30px 20px" border-radius="10px" background-url="img/bg.jpg">
	
</mj-wrapper>
```
The logo and phone number will fit on one line on a mobile device, so we'll create a scalable block that won't reflow. We'll add ```<mj-section>``` inside ```<mj-group>```.

As a result, we get:

```xml
<mj-section padding="0">
   <mj-group>
     	<mj-column vertical-align="middle">
			<mj-image align="left" src="img/logo.png" padding="0" width="132px" height="22px" alt="transistor"></mj-image>
     	</mj-column>
     	<mj-column vertical-align="middle">
			<mj-text align="right" font-size="16px" color="#ffffff" font-weight="bold" padding="0px" padding-top="0">
				<a href="#" style="text-decoration: none;color:#ffffff;">+1 877-635-4243</a>
			</mj-text>
     	</mj-column>
   </mj-group>
</mj-section>
```

The following block in the layout contains the product title and image, which need to be placed with the possibility of reflow. To do this, we take a similar structure but without using mj-group.

```xml
<mj-section padding="30px 0 0">
   <mj-column vertical-align="middle">
     	<mj-text align="left" font-size="36px" color="#ffffff" padding="0px">
       	The best<br />choice
     	</mj-text>
   </mj-column>
   <mj-column vertical-align="middle">
     	<mj-image align="left" src="img/img.png" padding="0" width="280px" height="234px"></mj-image>
   </mj-column>
</mj-section>
```

The block with two products is more complex due to the background color of the product cards. There's no simple way to set a distance between them.

There are two options: adding a margin using a helper class or inserting custom HTML code.

Both of these methods go beyond the standard use of the framework, so we'll add a margin by inserting an empty column with a width of twenty pixels.

```xml
<mj-section padding="30px 0 20px">
 	<mj-column width="290px" background-color="#F5F5F7" padding="20px" border-radius="14px">
		<mj-image align="center" src="img/item1.png" padding="0" width="180px" height="116px"></mj-image>
		<mj-text align="center" font-size="22px" color="#222231" padding="10px 0 0">
			$1,560.90
		</mj-text>
		<mj-text align="center" font-size="16px" color="#6a6a71" padding="5px 0 10px">
			Game console White
		</mj-text>
		<mj-button background-color="#6a66d3" width="94px" height="40px" font-size="14px">
			Buy
		</mj-button>
 	</mj-column>
 	<mj-column width="20px"><mj-text></mj-text></mj-column>
 	<mj-column width="290px" background-color="#F5F5F7" padding="20px" border-radius="14px">
		<mj-image align="center" src="img/item2.png" padding="0" width="180px" height="116px"></mj-image>
		<mj-text align="center" font-size="22px" color="#222231" padding="10px 0 0">
			$1,890.90
		</mj-text>
		<mj-text align="center" font-size="16px" color="#6a6a71" padding="5px 0 10px">
			Monitor 27” IPS LED FHD
		</mj-text>
		<mj-button background-color="#6a66d3" width="94px" height="40px" font-size="14px">
			Buy
		</mj-button>
 	</mj-column>
</mj-section>
```

Next comes the footer.

```xml
<mj-section>
  	 <mj-column>
		<mj-text align="left" font-size="10px" color="#bababa" padding="0">
			If you prefer not to receive emails like this, you may unsubscribe<br />
			© 2024 Company. All rights reserved.
		</mj-text>
 	</mj-column>
</mj-section>
```

**With TJML:**

There is no strict hierarchy of elements in this framework. It offers three main abstractions for creating a structure:
- wrapper (m-wrap), which sets the background, borders, padding, size constraints, and alignment;
- reflowable blocks (m-boxes and m-box);
- non-reflowable blocks (m-row and m-column).

This approach provides flexibility in creating email structures. In addition to structural tags, elements such as text (m-text), button (m-button), image (m-img), and others are available.

The first block requires a background image and rounded corners. We use the ```<m-wrap>``` tag, setting the attributes background-image, border-radius, as well as an alternative color (bgcolor) and padding.

```xml
<m-wrap width="600" padding="30px 20px" bgcolor="#473fac" background-image="img/bg.jpg" border-radius="10px">
	 
</m-wrap>
```

Blocks that require collapsing are defined using m-row and m-column.

```xml
<m-row width="100%">
	<m-column align="left">
		<m-img src="img/logo.png" width="132" height="22" alt=""></m-img>
	</m-column>
	<m-column align="right" valign="middle">
		<m-text href="#" color="#ffffff" bold font-size="16px">+1 877-635-4243</m-text>
	</m-column>
</m-row>
```

Adaptive blocks with a header and image can be created using m-boxes and m-box.

```xml
<m-boxes align="left" valign="middle">
	<m-box width="280" align="left">
		<m-text color="#ffffff" font-size="36px">
			The best<br />choice
		</m-text>
	</m-box>
	<m-box width="280">
		<m-img src="img/img.png" width="280" height="234" alt=""></m-img>
	</m-box>
</m-boxes>
```

Product cards are also reflowable blocks. To set the padding, we will apply nested m-wrap with the necessary sizes and background color.

```xml
<m-wrap width="620">
<m-boxes>
	<m-box width="310">
		<m-wrap width="290" bgcolor="#F5F5F7" border-radius="14px" padding="20px">
			<m-img src="img/item1.png" width="180" height="116" alt=""></m-img>
			<m-wrap padding="10px 0">
				<m-text color="#222231" font-size="22px" line-height="26px">$1,560.90</m-text>
				<m-text color="#6A6A71" font-size="16px" line-height="20px">Game console White</m-text>
			</m-wrap>
			<m-button color="#ffffff" border-radius="6px" bgcolor="#6a66d3" width="94" height="40">Buy</m-button>
		</m-wrap>
		<m-padding size="20"></m-padding>
	</m-box>
	<m-box width="310">
		<m-wrap width="290" bgcolor="#F5F5F7" border-radius="14px" padding="20px">
			<m-img src="img/item2.png" width="180" height="116" alt=""></m-img>
			<m-wrap padding="10px 0">
				<m-text color="#222231" font-size="22px" line-height="26px">$1,890.90</m-text>
				<m-text color="#6A6A71" font-size="16px" line-height="20px">Monitor 27” IPS LED FHD</m-text>
			</m-wrap>
			<m-button color="#ffffff" border-radius="6px" bgcolor="#6a66d3" width="94" height="40">Buy</m-button>
		</m-wrap>
		<m-padding size="20"></m-padding>
	</m-box>
</m-boxes>
</m-wrap>
```

And finally, there is the footer.

```xml
<m-wrap width="620" padding="20px 10px" align="left">
   <m-text font-size="10px" color="#BABABA">
   If you prefer not to receive emails like this, you may unsubscribe<br />
   © 2024 Company. All rights reserved.
   </m-text>
</m-wrap>
```

###What we got 

The key aspect of the framework is the quality of the final markup, including code cleanliness, its volume, readability, and display in various email clients.

**Size**

Gmail automatically truncates emails if their size exceeds 102 KB. This will not only ruin the appearance but also make it difficult to track OR, as tracking pixels are usually added at the end before the closing ```<body>``` tag. This means "bloated" code will lead to a decrease in open rate statistics.

To evaluate compression, we use the built-in compression tools of each framework.

|    |         |              |
|----------------------|-------------|------------|
|                                |**TJML**    | **MJML** | 
| **Compressed code**     | 11.17 KB    | 14.84 KB   | 
| **Uncompressed code** | 13.52 KB     | 22.35 KB  |

</br>

**Display in different email clients**

In Gmail:

<Img
img="/api/uploads/gmail_e6b4d537b1.jpg"
alt="Display in Gmail"
/>

Now let's try something more complex — for example, let's see how the email looks in the desktop version of Outlook. Display problems in this program are quite common.

For B2C email campaigns, Outlook display may not be as critical, as its average open rate [**does not exceed 5%**](https://www.litmus.com/email-client-market-share)

However, for B2B email campaigns, the situation is different. Clients often prefer to check test emails in Outlook, so it's important to ensure proper display.

<Img
img="/api/uploads/outlook_a3b7e53925.jpg"
alt="Display in Outlook"
/>

In this case, the display differences become apparent. In MJML, we encounter padding issues with blocks that have a background. This is due to the specifics of how Outlook handles padding within VML.

Buttons also display differently. In TJML, VML is used whenever possible to create buttons, ensuring precise alignment with the layout dimensions and maintaining rounded corners. In MJML, buttons are formed using a table, which causes the button height to increase due to additional padding.

MJML framework employs a "mobile first" principle, meaning the email structure is initially designed for mobile devices, and the desktop version is created using media queries. This approach yields good results in many email clients and ensures quality rendering on mobile devices, even if media queries aren't supported. 

However, it's important to note that some email clients do not support media queries.
Unlike MJML, TJML doesn't initially use media queries for adaptation. Therefore, cards are displayed in their original size, not stretched to fill the entire screen. If desired, this can be fixed by adding classes and media queries to the m-style.
Background alignment also differs. In both frameworks, MJML and TJML, it's easy to change using the appropriate attribute.
### Other tools

**The TJML framework** stands out from others by generating not only an HTML version of the email but also an AMP version. This AMP version supports AMP components like carousels, accordions, forms, AMP lists, and more. Unlike MJML, these elements will work correctly in email clients such as Gmail, Yahoo, and AOL.

<Note>
You can read about how to properly implement AMP emails into your email strategy  [**here**](https://pixcraft.io/blog/how-to-implement-amp-emails-into-your-email-strategy). 
</Note>

There are also additional tools for convenience:

- **Pixel Perfect** allows you to ensure that every element on the screen is positioned exactly as intended by the designer, down to the individual pixel. Users can upload graphic mockups and adjust their transparency to visually compare them to the layout. This allows developers to fine-tune sizes, indents, and other parameters, achieving a perfect "pixel-perfect" match between design and implementation.
- **Testing** [**dark mode**](https://altcraft.com/blog/inverting-colors-in-email-campaigns). Since many mobile users prefer dark mode, it has become necessary to adapt emails for email clients that implement this feature in different ways. To address this, we’ve added two display modes for dark themes: a standard mode (with inversion of light elements) and a full inversion mode, similar to Gmail on iOS.

### Conclusion
Using email frameworks significantly speeds up and simplifies the process of email development while allowing flexible control over structure and design.

TJML is a practical and user-friendly solution for creating emails, designed to meet the real needs of developers. Compared to MJML, TJML offers greater flexibility and helps avoid compatibility issues with outdated email clients. It also enables the creation of both HTML and AMP versions within a single codebase.

If you're looking for a tool to streamline your development process, TJML is an excellent choice for your business.

Let’s evaluate the effectiveness of the MJML and TJML frameworks for creating email campaigns and identify their advantages and disadvantages.


small_MJML-TJML.jpg

thumbnail_MJML-TJML.jpg

MJML-TJML.jpg

MJML vs. TJML: Testing Email Frameworks in Action

Creating email campaigns can seem like a daunting task, especially if you lack design or programming skills. This is where email builders come in. They provide a convenient and fast way to create responsive emails that resonate with your audience.
However, like any tool, email builders come with their own set of advantages and drawbacks. In this article, we’ll explore how these tools can simplify the email creation process, as well as the potential pitfalls to watch out for to ensure your emails are truly effective.

<Img
img="/api/uploads/Konstruktor_pisem_fc7bfa536f.jpg"
alt=”Pixcraft email builder"
src="Pixcraft email maker"
/>

## Advantages of Email Builders

**Quick Email Creation.** Email builders offer ready-made blocks and templates, including text, images, and buttons, which can be easily dragged and dropped into place and edited as needed. This significantly reduces the time required to create an email, especially if you already have a standard email template.

**High-Quality Cross-Platform Formatting.** Reliable email builders generate code that ensures emails display correctly on various devices and in different email clients, such as Gmail, Outlook, and Apple Mail. The builder handles compatibility issues automatically.

**No Coding Knowledge Required.** You can create professional emails without knowing HTML or CSS. All blocks are automatically adjusted and aligned to ensure your email looks neat and visually appealing.

**Convenient Master Template Management.** Most builders allow you to create a master template with pre-designed blocks that can be combined to create different types of campaigns, such as [**trigger emails**](https://altcraft.com/glossary/trigger-campaign-why-to-use-it-to-whom-it-is-suitable), newsletters, promotions, and more.

**The master template includes:**
- **Email structure:** block placement, spacing, and dimensions.
- **Design:** color scheme, fonts, button styles, logos, and social media links.
- **Technical details:** HTML code for formatting and settings for various email clients.
- **Instructions:** detailed guidelines for using each element.

**Advantages of a Master Template:**
- **Time-saving.** Speeds up the email creation process by reusing pre-designed blocks.
- **Consistent style.** Ensures a cohesive visual identity across all company emails.
- **Ease of use.** Makes it easy to create new emails without advanced formatting or coding skills. Designers can focus on the creative aspect—crafting unique images and banners—while a developer may not be needed if the marketer has basic HTML knowledge or can use visual editors. This allows greater focus on the content of the email, including text approval and selecting appropriate visuals.
- **Simplified onboarding for new employees.** Streamlines the adaptation process and enables quick integration into the workflow.

A master template is ideal for companies that value organization and consistency. It ensures all emails look polished and professional, reinforcing the [**brand image**](https://altcraft.com/blog/brand-reputation-how-to-properly-respond-to-feedback).

**However, this tool has its limitations:**
- **Standardized design.** If you require unique emails for each campaign, you'll need to create them manually. Using a standard template can reduce personalization when tailoring messages to specific audience segments.
- **Not suitable for complex designs.** The template may be restrictive when creating highly creative or intricate email layouts.
- **Not ideal for startups.** If email campaigns are not a regular part of your marketing strategy, a master template may not be useful.

## Disadvantages of Email Builders

Email builders are undoubtedly convenient, but they also come with drawbacks that can pose challenges—especially if you require a high level of customization. Let’s take a look at the key disadvantages:

**Limited creative freedom.**
Email builders typically offer only basic elements like text blocks, images, and buttons that can be combined. However, creating something more complex—such as unconventional block arrangements or adding elements not supported by the tool—is often not possible. Additionally, many builders do not allow the inclusion of custom code or impose restrictions on its use. This means your creative freedom is confined to the preset templates and functionality, which can be a significant drawback for those looking to design truly unique emails.

**Sometimes the quality of email formatting suffers.**
The quality of formatting can vary greatly between email builders. For instance, some may struggle to ensure proper display in email clients like Outlook or those that do not support media queries. Many block-based editors also overlook compatibility with less popular email clients.

Additionally, some builders generate "heavy" HTML code due to the excessive number of auxiliary tags and attributes they add automatically. This can be a critical issue, as email clients like Gmail and Yahoo limit the code size to approximately 100 KB. If your email exceeds this limit, it may be truncated, and important elements could be removed.


In such cases, the user will see the text "Message clipped" along with a link to view the full version. This can result in important information being inaccessible and distort open rate (OR) statistics, as part of the code tracking email opens may be removed.

<Img
img="/api/uploads/kod_e2c9346c2e.jpg"
alt="Example of limited code"
/>

Additionally, conversion rates may drop—not all users will want to open the message in a browser. Some readers might also mark the email as spam, especially since the unsubscribe link is usually located at the bottom.

**Complexity of Email Editors.**
Some email builders have such confusing interfaces that navigating them can be challenging, especially for beginners. In these cases, creating an email campaign can feel like a real ordeal, requiring a certain level of preparation and knowledge. Sometimes, it’s easier to write the code yourself than to figure out the builder’s interface. If you lack experience with such tools, you may need to invest significant time or look for a more user-friendly [**drag-and-drop editor**](https://pixcraft.io/). 

Pixcraft allows you to edit the design, add links, update text, and even use [**AMP elements**](https://pixcraft.io/blog/what-amp-emails-are-and-how-they-are-changing-email-marketing) — all while instantly previewing what the final email will look like. The process is quick and smooth, free from complex settings or cluttered menus. Creating an email takes just a few minutes, resulting in optimized HTML code that displays correctly across email clients.

## Conclusion
Email builders simplify and speed up email creation, especially for those without HTML coding skills. They allow you to quickly assemble emails that are optimized for various devices and email clients while maintaining a polished appearance.

However, it’s important to keep potential challenges in mind: some editors have complex interfaces, generate excessive code, and limit creative freedom. These issues can impact performance and the final result, particularly in email services sensitive to code size.

That said, modern builders like Pixcraft offer a user-friendly interface and intuitive settings, enabling the creation of neat, responsive emails without unnecessary complications.

In the article, we will analyze how email builders can simplify the process of creating email campaigns, and what nuances should be considered to improve the quality of your emails.

small_Konstruktory-pisem.jpg

thumbnail_Konstruktory-pisem.jpg

Konstruktory-pisem.jpg

Email Builders: Pros and Cons

When it comes to creating effective email campaigns, choosing a convenient tool is essential. Pixcraft and Emailify are two popular plugins for Figma, each offering different approaches to email design.

In this article, we’ll compare the key features of [**Pixcraft**](https://pixcraft.io/figma) and [**Emailify**](https://www.hypermatic.com/emailify/), their customization and integration options, as well as ease of use, so you can select the best option for your email campaigns.

## Emailify  

<Img
img="/api/uploads/emailify_new_email_a96b89d9f5.jpg"
alt="HTML email builder"
/>

When you open the plugin, you’re prompted to create your first email by specifying its name. Then, you can see the asset library and select the elements you need. Assets are organized into categories: headers, images, content, buttons, e-commerce, footers, and custom blocks.

<Img
img="/api/uploads/emailify_settings_d6be4a6562.jpg"
alt="Email maker settings"
/>

You can assemble an email using these asset templates, then edit the content by replacing images and text. You can also adjust styling and spacing; however, you can’t manipulate the structure itself.

To create your own structure, go to the "Custom" category and click "Build New Custom Component." In this section, you can assemble a new layout by dragging and dropping primitives. Once you’ve built it, you need to name it before adding it to the email. This approach seems somewhat inconvenient, especially given that we’re already in a graphic editor.

When an asset is selected, you can access detailed settings by clicking the “Layer Settings” button.

Once the email is ready, click "Export HTML." Here, you can enter preview mode, enter the email subject and preheader, and choose a format for download—either HTML or MJML. There is also an option to directly export to one of the supported ESP platforms.

It’s important to note that MJML has minor display issues in Outlook.

The plugin allows for localizing email designs with built-in translation tools. Emailify supports export and import of translations through Excel (XLSX) or integration with platforms like Lokalise and Crowdin, making it easier to create emails for an international audience.

<Img
img="/api/uploads/emailify_background_color_1a27ab45ca.jpg"
alt="Email builder"
/>

### Available Plans

- **Free Version:** Suitable for those wanting to test Emailify’s capabilities before purchasing. This plan offers 10 trial attempts with full access to pro features. Users can create an unlimited number of email templates, and no card is required to activate the free version.
- **Pro Version:** An ideal choice for individual users who need full access to features. The Pro version includes unlimited HTML export, unlimited image and GIF hosting, platform uploading, and text localization. Customer support is also included in this package.
- **Organization Version:** Designed for large companies and teams with high email marketing demands. This plan provides access to all features, along with priority technical support.

### Key Points

- There is no option to create [**AMP emails**](https://pixcraft.io/blog/what-amp-emails-are-and-how-they-are-changing-email-marketing).
- Emailify does not offer deep customization. Email structure is preset within the plugin, which significantly limits creative possibilities and design flexibility.
- Display quality may vary depending on the email client. Additional testing in Outlook is recommended.

## Pixcraft 

On the first launch of the plugin, you’ll see a step-by-step guide. It explains how to create an email, use the library, and fine-tune mobile adaptation.

<Img
img="/api/uploads/pixcraft_step1_de7689e816.png"
alt="HTML email builder"
/>

At the end of this guide, you’ll have a completed email, with only one step left before exporting it. But let’s go over everything in order.

The plugin interface has four main tabs: a library of ready-made assets, properties for fine-tuning, an AI for quick email assembly, and the "New" tab.

<Img
img="/api/uploads/pixcraft_step2_bbd5465ec5.png"
alt="Email template builder Pixcraft"
/>

The asset library is divided into categories: assets, headers, images, texts, buttons, footers, AMP components, and dividers. You can find assets to suit any preference. If nothing fits, you can create your own asset in Figma using auto-layouts.

<Img
img="/api/uploads/pixcraft_step3_07490e3b0b.png"
alt="Email builder Pixcraft"
/>

In the Properties section, you can fine-tune various parameters for the selected layer, including mobile adaptation, adding links, carousel display settings, reverse asset ordering, and much more.

<Img
img="/api/uploads/pixcraft_step4_96520b841a.png"
alt="Figma plugin"
/>

The AI tab helps create a modern and stylish email. When you select an image, tools for generating illustrations will open: using Pixcraft, you can set the style (art, photo, sketch, cartoon, or anime), choose the mood, and describe what should be in the picture. The AI also works with text—you can generate text based on a prompt, rewrite it in a desired style, or simply correct typos.

<Img
img="/api/uploads/pixcraft_step5_b1da2c7619.jpg"
alt="Creating emails"
/>

Once the email is ready, you can switch to preview mode to see how it looks on mobile devices and in [**dark mode**](https://altcraft.com/blog/inverting-colors-in-email-campaigns). In this mode, both a static HTML version and an interactive AMP version of the email are generated. If everything displays correctly, you can proceed to the final step—exporting.

During the export stage, you specify the email subject and preheader (with an option to choose a short preheader). By default, only the HTML version is exported, but you can also include AMP and [**TJML**](https://pixcraft.io/framework) or directly export the email to one of the supported ESPs.

<Img
img="/api/uploads/pixcrfat_step6_c3ea8a4afc.png"
alt="Supported ESPs"
/>

### Available Plans

Before registration, five exports are available. After creating an account, you can use the Pro version for free for two weeks. You can add the plugin to any of the following plans:

- **Personal Plan:** Ideal for individual users working on small projects. The subscription includes unlimited drafts, up to 50 saved templates, and 1 project. It also provides 1,000 AMP events, with the option to increase that number.
- **Starter Plan:** This option is suitable for small teams (three users) that need more capabilities. It includes unlimited drafts, up to 300 saved templates, and two projects. This plan includes 3,000 AMP events.
- **Pro Plan:** The optimal solution for teams (ten users) or companies with larger tasks. This plan includes unlimited drafts, templates, and projects. It also offers 5,000 AMP events.

### Key Points

- There are different subscription plans suitable for both freelancers and large teams. You can choose what best meets your needs.
- It supports standard HTML email layouts and interactive AMP emails.
- The Pro version for 10 users is cheaper than the Enterprise plan for Emailify.
- It supports export to [**Altcraft**](https://altcraft.com/), Mailchimp, Klaviyo, SendGrid, SendPulse, and others.
- The interface is available in English, Russian, Spanish, and French.

## Conclusion

The choice between Pixcraft and Emailify depends on your needs, but Pixcraft stands out with its customization capabilities, extensive library of ready-made assets, built-in AI functionality, and support for AMP. This allows for the creation of interactive emails with forms and gamification elements, significantly increasing recipient engagement.

Additionally, Pixcraft enables you to save the created email to the platform and work with it later in your own block editor. This can be convenient for creating a master template and passing it on to a marketer without the need to constantly make changes in Figma.


In this article, we will compare the key features of Pixcraft and Emailify, their customization and integration capabilities, as well as ease of use.

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Pixcraft vs Emailify: Which Plugin to Use for Creating Emails

Welcome emails are the first point of communication with a user, making it crucial to leave a good impression on subscribers. This task becomes significantly more challenging when the recipients are children.

While the main difficulty with adult audiences is getting them to open [**emails**](https://altcraft.com/blog/how-to-reach-customers-via-email-campaign) due to the overwhelming number of messages they receive, the challenge with emails for children is the lack of content that is suitable and engaging for them.

Therefore, for the Kids' Mail service, together with VK, we decided to create a welcome email sequence featuring content in a playful format. The main idea is to present the available services in such a way that children can build their ideal mail experience on their own.

## Concept Development

Just before we started working on the project, Kids' Mail updated its branding and introduced new mascots — cute little monsters. We decided to give users the chance to create their own "mail monster."

<Img
img="/api/uploads/pismo_struktura_285cf05547.png"
alt="Concept development"
/>

As we developed this concept, we also decided to introduce young subscribers to each of the services by giving a brief overview of its key features. When you click on a service, a description bubble appears.

<Img
img="/api/uploads/amp_email_build_your_monster_851afd1378.png"
alt="Email variant"
/>

At this stage, Mail's design team had already worked out the visual appearance and main features of our mail monster.
The monster turned out to be so adorable that we came up with another idea — to allow users to save the image they created and use it as, for example, a phone wallpaper.

## A Few Technical Details

Naturally, to implement such an interactive email, we could only use [**AMP**](https://pixcraft.io/blog/how-to-implement-amp-emails-into-your-email-strategy). Since the email is primarily targeted at mail.ru users, the majority will see the interactive version.

To ensure proper rendering and speed up the process, we used the [**TJML framework**](https://pixcraft.io/framework). Regarding the specifics of AMP interactivity, each service had its own state, which was set to either 1 (active) or 0 (inactive). Depending on the state, we would show or hide a particular layer (such as a tail, ears, eyes, etc.).

To track which services were most popular among children, when creating the monster, we also generated a form that collected the selected services and, upon clicking "done," sent the data to Pixcraft.

In the final step, we show a picture of the monster with its name. There’s a small technical detail worth mentioning here. The issue is that mail.ru doesn't work with default states, meaning that the following type of entry will be ignored:

```xml
<amp-state id="names">
  <script type="application/json">
	["Tsifrosh", "Servicio", "Filer", "Otpravita", "Megaguy", "Mailia", "Chernover"]
  </script>
</amp-state>
```
</br>
At the same time, this would have worked correctly in Gmail.

The universal solution in our case was to assign an array of possible names directly to the span, referring to a random element of the array:

```xml
<span [text]="['Tsifrosh', 'Servicio', 'Filer', 'Otpravita', 'Megaguy', 'Mailia', 'Chernover'][floor(random() * 7)]"></span>
``` 
</br>

Phone wallpapers were also tricky. With 7 available services, it was possible to create 128 different monster combinations. Manually generating all of these would have taken a lot of time, so we wrote a small program to generate all the possible variants automatically.

<Img
img="/api/uploads/amp_en_50cc990b0a.gif"
alt="AMP email"
/>

## Statistics

After launching the email, we collected and analyzed the statistics over a month. Since we are talking about [**AMP emails**](https://altcraft.com/ru/blog/chto-takoe-amp-pisma), the first thing to note is the percentage of AMP opens:

<Img
img="/api/uploads/welcome_pismo_statistika_1542f81de4.png"
alt="Statistics"
/>

For unique opens — 62% for AMP, 38% for HTML. For non-unique opens — 66% for AMP, 34% for HTML. **The conversion rate for submitting the form** (clicking the "done" button) was 19.9% of those who opened the email. This indicates that users returned to the AMP emails multiple times, reopening them to create different monsters, meaning the goal of capturing users' interest was definitely achieved.
We also analyzed which services for kids were the most popular and in-demand, and the results showed the following picture:

|    |         | 
|------------|-----------------|
| Cloud     | 44.29%          | 
| Cartoons     | 46.20%          | 
| Math     | 44.85%          | 
| Games     | 49.52%          | 
| Drawing Tool     | 50.43%          | 
| Marusya     | 44.60%          | 
| Emoji     | 49.92%          | 

However, it's likely that kids were choosing the features they found most visually appealing for their monster, rather than the services that genuinely interested them. It's no surprise that the "Drawing Tool" was added by over 50% of the subscribers, as it added a cute brush-tail. "Emoji," selected by nearly half, gave the monster adorable eyes, and "Games," which were close in popularity, added wings.

## Conclusion

This level of detail in the welcome emails allows us to build a trusting relationship with the audience from the very start. We paid great attention to small details, carefully crafted the content, and genuinely aimed to make the communication process enjoyable for children. This approach helped us achieve excellent results.
A significant part of this success was due to the PixCraft platform. It made it quick and easy to create high-quality email templates and supported the backend functionality of the AMP emails.

In this article, we will discuss how we developed the concept of a welcome letter for the Kids' Mail service.

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welcome-email-main.jpg

How to Create a Welcome Email for a Challenging Audience

Figma is a powerful tool for designers, and with the help of plugins, its capabilities can be expanded even further.
In this article, we have compiled a top 10 of the most useful plugins that will help you save time, increase efficiency, and create higher-quality projects.

## [Mockup Plugin](https://www.figma.com/community/plugin/817043359134136295/mockup-plugin-devices-mockups-print-mockups-ai-mockups) 

<Img
img="/api/uploads/figma_mockup_706f96370e.jpg"
alt="Mockup plugin"
/>

A tool for creating mockups.  

- It offers a large library where you can find device templates, branded elements, and other unique solutions. Some mockups come with customizable options, allowing you to change size or color. You can also create your own templates.  
- The plugin includes AI features: after uploading a [**logo**](https://altcraft.com/glossary/logo-what-it-is-and-how-to-create-it) or entering text, it generates a ready-made mockup.  
- You can edit existing mockups as well.  
- Installation is free, with a [**subscription**](https://www.ls.graphics/unlimited-access) for unlimited access to the entire library available at $10 per month.

## [Batch Styler](https://www.figma.com/community/plugin/818203235789864127/batch-styler)  

<Img
img="/api/uploads/figma_batch_styler_bd19fabb54.jpg"
alt="Batch Styler плагин"
/>

A free plugin for editing colors and styles.

- It allows you to simultaneously modify multiple text and color styles, including fonts, sizes, hue, saturation, brightness, transparency, font families, and HEX color codes.  
- You can delete, adjust, and edit style descriptions for better library organization.  

## [Styles & Variables Viewer](https://www.figma.com/community/plugin/1332412206147274506/export-styles-and-variables-to-css)

<Img
img="/api/uploads/figma_styles_variables_0357b65b37.jpg"
alt="Styles and Variables plugin"
/>

After you update the styles, you can proceed with exporting them into CSS. Our plugin, styles&variables viewer, will assist you in this. It can replace Figma's dev mode and is even more convenient in some aspects.
It displays all variables and styles from any collection in a developer-friendly format — JSON, CSS variables, or CSS classes.

There are three available modes:

- Output of all Figma variables.
- Output of all Figma styles.
- Output of styles for the selected element.

Moreover, when selected, the following will be displayed:

- All of its CSS styles.
- If it's a text layer, the text is shown for easy copying.
- If the layer has a background image, there's a button to export the original image.
- If two layers are selected, it displays their dimensions and the distance between them.

## [Dark Me](https://www.figma.com/community/plugin/1210863977149285175/dark-me)

<Img
img="/api/uploads/figma_darkme_977ccc3dd6.jpg"
alt="Darkme plugin"
/>

A plugin for creating dark themes for user interfaces or emails.  

- It automatically adjusts element colors to make the background dark and the text light.
- There's also an option for full brightness inversion.  
- Filters for hue, saturation, and brightness are available, allowing you to make changes with just a couple of clicks.  
- The plugin is free to install.

## [PixCraft Email Generator](https://pixcraft.io/ru/figma)

<Img
img="/api/uploads/figma_email_generator_64873a39be.jpg"
alt="Email generator plugin"
/>

A plugin for creating emails.  

- **It allows you to easily create ready-to-send HTML emails.** The plugin ensures correct display in any email client, including mobile devices and all versions of Outlook. Additionally, mobile responsiveness can be flexibly customized.

- **A large collection of ready-made assets.** The library offers over 100 components, such as content blocks, email headers and footers, buttons, images, text blocks, dividers, and AMP components. You can also create your own assets and organize them into categories.  

- **Preview functionality.** You can check how the email appears on various mobile device widths and in dark mode, all without leaving the plugin.  

- **Export options.** You can export your design directly from the plugin to platforms like Altcraft, Mailchimp, Klaviyo, SendGrid, SendPulse, and others. If you don't find a suitable ESP in the list, you can export as a zip archive.

- [**AMP**](https://pixcraft.io/blog/what-amp-emails-are-and-how-they-are-changing-email-marketing) **support.** In addition to standard HTML, you can export [**AMP HTML**](https://pixcraft.io/blog/how-to-implement-amp-emails-into-your-email-strategy). You can add interactive elements like forms and carousels to emails. 

## [Iconify](https://www.figma.com/community/plugin/735098390272716381/iconify)

<Img
img="/api/uploads/figma_iconify_e42c5c1996.jpg"
alt="iconify plugin"
/>

A vector icon library.

- Over 200,000 icons and 150 icon sets.
- You can import icons or simply drag them from the plugin directly into Figma.
- Selected icons can easily be replaced.
- Icons are always imported in SVG format at no extra cost.
- The plugin remembers the last page you visited, making it easy to continue your search.

## [Isometric](https://www.figma.com/community/plugin/741184519069077841/)

<Img
img="/api/uploads/figma_isometric_2c0427f0e7.png"
alt="Isometrics plugin"
/>

A simple Figma plugin for creating isometric layers.
- There’s a dialog box that allows you to convert your design into isometric with just one click.
- The project is open for use and is distributed under the MIT license.
- Free installation. 

## [Beautiful Shadows](https://www.figma.com/community/plugin/1068595505353552645/)

<Img
img="/api/uploads/figma_beautiful_shadows_9e754cc930.png"
alt="Beautiful Shadows plugin"
/>

A tool for creating and customizing shadows.

- Easy to use – simply drag the light source in the plugin window relative to the central element.
- The shadow color can be adjusted.
- It's open-source and is licensed under MIT.

## [Remove BG](https://www.figma.com/community/plugin/738992712906748191/remove-bg)

<Img
img="/api/uploads/figma_plugins_remove_bg_f7409a4911.jpg"
alt="Remove BG plugin"
/>

A tool for removing backgrounds.

- It automatically removes the background from images with just one click.
- You can add a white background to photos, make them transparent (PNG), isolate objects, or create cutouts.
- To use the tool, you need a remove.bg account. The basic subscription plan costs €0.90 per image, with a one-time payment option available for €9.

## [Jitter: Animation for Figma](https://www.figma.com/community/plugin/961270034818256057/)

<Img
img="/api/uploads/figma_jitter_f4c1474d38.jpg"
alt="Jitter plugin"
/>

A simple, free plugin for creating animations.

- Easily animate interfaces for mobile apps, websites, landing pages, and micro-interactions with an intuitive animation creation process.
- You can export animations in video format (up to 4K, 60 fps), GIF, and Lottie, with support for transparent backgrounds.
- Create your own motion design system with ease.
- Sharing animated templates is simple, and you can also animate text.
- The plugin comes with ready-made presets that you can customize for your project in just a few clicks.

## Conclusion 

Plugins for Figma are a true find for designers looking to speed up and simplify their work.

The ten tools presented in this review will help you automate routine tasks, such as formatting email layouts, removing backgrounds, and creating dark themes.

With these plugins, you can create more complex designs and enhance your productivity. 

In this article, we will explore which Figma plugins to use to save time and increase work efficiency.

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figma-main.jpg

Top 10 Useful Plugins for Figma 

Imagine your emails not just as text, but as "mini-sites" where you can scroll through product galleries, fill out forms, or even place orders directly. All of this is possible thanks to AMP technology. 

In this article, we will explore what needs to be done to obtain permission to send AMP emails and how to use such messages in marketing.

## What You Need to Start AMP Email Campaigns 

The most important thing is to obtain permission from email providers that support AMP (Mail.ru, Gmail, Yahoo, AOL) and to comply with all technical requirements for sending:

**Set up a restrictive DMARC policy.** When setting up a [DMARC](https://docs.pixcraft.io/en/amp/documentation/amp-setup/dmarc) policy, you need to choose one of two options: quarantine or reject. Reject provides maximum protection and completely blocks emails that fail the verification. Quarantine sends such emails to the spam folder.

You also need to ensure that the pct parameter is set to 100%. This means that the policy will be applied to all sent messages. For DMARC to work correctly, you also need to configure [SPF](https://altcraft.com/blog/anti-spam-system) and [DKIM](https://docs.pixcraft.io/en/amp/documentation/amp-setup/dkim) correctly.

**DKIM signature.** The sender's email domain must match the domain specified in the DKIM record. Gmail has more flexible requirements: it is sufficient for the second-level domains to match. If your signature specifies the domain *company.com*, then emails from addresses where after the @ sign there is *company.com* or any subdomain of this domain (for example, *department@support.company.com*), will successfully pass the check.

**The sender's email domain** should match your website's domain. Some companies use separate subdomains exclusively for sending emails, without hosting any web pages on them. In this case, you'll need to set up a redirect from the subdomain to the main site.

**The sender's reputation** in Gmail Postmaster should be at least average. For Mail.ru, the ratio of sent emails to opened emails, as well as the number of complaints and messages deleted without being read, are important factors. Exact criteria may vary, so it's recommended to follow general guidelines. For example, you should not exceed a certain complaint rate (1.1% complaints for up to 10,000 emails per month, and 1% complaints for up to 500,000 emails per month).

**Unsubscribing from the mailing list should be easy.** Every template, including interactive emails, must contain an active unsubscribe link. The process should be as simple as possible and take minimal time. Users should be able to unsubscribe with a single click, without the need for additional authorization or confirming their decision. If you wish to ask for a reason, you should first allow the user to unsubscribe and then ask any follow-up questions. For the recipient's convenience, each email should include a List-Unsubscribe header, enabling readers to easily unsubscribe directly from their email service interface.

### Additional Requirements for Mail.ru and Gmail

**Gmail:**

- To successfully pass moderation in Gmail, your emails must be protected with TLS encryption. To check if encryption is enabled, send a test email to your Gmail inbox. Open the email, click on the "to me" button, and find the encryption information in the dropdown menu. If TLS is not enabled, contact your platform's support service to activate it.

<Img
img="/api/uploads/kak_vnedrit_amp_testing_c03525e98c.png"
alt="TLS encryption"
/>

**Mail.ru:**

- You’ll need to set up the Mail.ru Postmaster service. Make sure to pay special attention to how you handle FBL reports, which means automatically unsubscribing users who report your email as spam. Most email marketing platforms will take care of this for you.
- To evaluate the quality of your email campaigns and your sender reputation, Mail.ru asks that you send at least 5,000 emails each month for three months.

## How to Prepare an AMP Email

To get the green light for sending AMP emails, you need to establish yourself as a trustworthy sender and show that you know how to use AMP technology effectively. To do this, send a request to the email services along with a real interactive email that meets all the technical requirements.

You’ll need to prepare two versions of your email: an HTML one and an AMP one. PixCraft offers three tools to help you create these messages: a visual email builder for your campaigns, a Figma plugin, and the TJML framework. You don’t need any special coding skills to generate the correct code for both versions.

Test your email to ensure it meets all the necessary criteria. If everything looks good, fill out the application and send the emails to the email providers. It’s important that the emails closely resemble real ones—you should avoid using the word "test" or placeholder text.

For more information on testing AMP emails and completing the application, [check out the article](https://docs.pixcraft.io/en/amp/documentation/amp-setup).

## How to Use AMP Emails in Marketing

AMP email technology can be effectively integrated into standard email marketing workflows. For example:

**1.** **Confirmation Emails:** Interactive elements within the email streamline the user journey. You can prompt readers to confirm their subscription directly in the email and provide additional information—such as their date of birth, phone number, or gender. In the example below, the use of interactive components (confirmation buttons and forms for entering a phone number) led to a phone number submission conversion rate of 40.27%:

<Img
img="/api/uploads/kak_vnedrit_amp_horoscope_11zon_fc0409ccb5.jpg"
alt="Phone number submission"
/>

**2.** **Welcome Emails.** Using AMP elements in welcome messages gives a modern and innovative impression of your company.

**3.** **Emails for Re-engaging Inactive Users.** Interactive elements in reactivation emails, like mini-games or surveys, engage users in dialogue and increase the likelihood of their return. You can find an example of using AMP for reactivation in the [article](https://pixcraft.io/blog/povisili_cr_na_55).

**4.** **Regular Newsletters.** AMP technology enables the creation of dynamic emails with content that updates in real time. This is especially useful for displaying current information such as prices, product availability, or promotions. An AMP email remains live for 30 days, after which a static HTML version is shown. This is achieved using the [AMP List component](https://docs.pixcraft.io/en/amp/documentation/amp-components/amp-list).

## Key Takeaways

To successfully implement AMP campaigns, you need to adhere to the technical requirements of email providers. You'll also need to demonstrate to these providers that you know how to use AMP technology by sending a real interactive email.

You don’t have to completely overhaul your current communication strategy to adopt AMP; you can simply add AMP versions to specific emails. This approach allows for a gradual transition to using AMP without requiring significant effort.

With the Pixcraft email builder, you can easily create effective AMP emails without any specialized knowledge.

In this article, we'll find out how to implement AMP into your marketing strategy and how to get permission to send out emails.

large_kak-vnedrit-amp-main.jpg

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small_kak-vnedrit-amp-main.jpg

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kak-vnedrit-amp-main.jpg

How to Implement AMP Emails into Your Email Strategy 

Which to choose — classic HTML or innovative AMP for your email campaigns? Each format has its strengths. With AMP, you create an interactive experience that encourages users to take action, while good old HTML guarantees compatibility with almost any email client.

In this article, we'll compare these formats based on key parameters so you can choose the best solution for your needs. We'll figure out which approach will help you get the most out of your email campaigns.

## Differences Between HTML and AMP Emails

Let's start by defining the terms:

An **AMP email** is an HTML message created using the AMP for email framework. Thanks to AMP components and limited support for JavaScript, interactive elements can be added to such emails. The messages appear more lively and engaging for users.

An **HTML email** is an email created using the HyperText Markup Language (HTML). Unlike plain text messages without any elements (plain-text format), HTML emails can contain not only text but also various visual elements such as images.

<Img
img="/api/uploads/html_en_f32b29e2be.png"
alt="HTML message example"
src="An HTML email example"
/>

Let's delve a bit deeper into the differences:

## Email formatting

To create an **HTML email**, you can either write its code or use a visual builder. If you have a good understanding of HTML, you can create the message design yourself.

Within a unified email formatting, it is necessary to provide for display in both modern email clients and outdated ones that do not support media queries (e.g., Yandex), or have limited support for HTML and CSS (such as Outlook). However, you will not be limited in the ability to use all sorts of tricks for dark theme or to use media queries. You will be able to control font sizes and styles in both the desktop and mobile versions of the email.

If you use an email builder, you don't need any special HTML knowledge. In the [**PixCraft email builder**](https://pixcraft.io/builder), you can easily create any templates, including a master template from your own or pre-built blocks. You maintain a consistent style and don't waste time designing an email. You can also use the [**PixCraft plugin for Figma**](https://pixcraft.io/figma) to turn your designs into ready-to-send messages. You get professional email campaigns without the hassle of code.

Formatting **AMP emails** requires an understanding of both HTML and the specifics of AMP. If you're already familiar with HTML, mastering the intricacies of AMP emails will be easier.

In addition to visual elements (such as scrolling galleries or product showcases), AMP has other features:

- **amp-bind component:** This component is used to create elements that respond to user actions.
- **amp-list component:** It enables the loading of data from external sources (such as your website).
- **amp-form component:** This component allows you to create forms for collecting data from subscribers.

HTML emails are supported by almost all email clients, including older ones (such as Outlook). In contrast, AMP emails are only compatible with Gmail, Mail.ru, Yahoo Mail (both web interface and apps), and AOL (web interface only). On average, the AMP version will be seen by only 40-45% of subscribers.

AMP has good CSS support, allowing the use of flex and grid layouts. Unlike AMP, HTML emails must ensure compatibility with legacy email clients, which requires using table-based formatting, conditional comments, and other email-specific tricks for proper display.

Creating AMP emails may seem complex, but with PixCraft, it's incredibly simple. The email builder makes the creation process easy and enjoyable, even for those who are far from coding.

### Display

The main difference between the new technology and traditional HTML emails is the almost complete support for CSS. This includes support for media queries as well as the use of various effects and animations (with some limitations in Gmail and full support in Mail.ru).

In addition, AMP allows for [**dark mode customization**](https://altcraft.com/blog/inverting-colors-in-email-campaigns): if a user has a dark theme enabled, the email will adapt to it. However, only Mail.ru currently supports this feature.

Another key difference is the level of interactivity: while HTML is limited to hover effects, AMP allows the use of forms to collect feedback, dynamic content updates through the bind component based on user actions, and even real-time content retrieval from a website using amp-list.

<Img
img="/api/uploads/amp_en_50cc990b0a.gif"
alt="AMP email example"
src="An AMP email example"
/>

### Analytics 

With HTML emails, we can only see when someone opens the email or clicks on a link. 

AMP emails offer a wider range of analytics, allowing us to track every user action and how long they spend interacting with the email.

Tracking pixels are used to collect data on interactions with AMP emails. Combined with amp-bind, they enable tracking various reader actions and send this information to the server.

**With PixCraft, you won't miss any important metrics. You can track:**

- Time spent in the email — to understand whether users are engaged (or not);
- HTML/AMP opens — to figure out which version of the email performs better;
- Interactions with AMP components — to see not only data from forms but also to track any events in the email using tracking pixels and integration with Google Analytics 4.

## The Bottom Line 

HTML and AMP emails represent two distinct approaches to creating email campaigns. While HTML emails offer static content, AMP emails allow for user interaction. AMP enables the implementation of various interactive elements such as carousels, forms, live feeds, accordions, and more.

However, it's important to remember that to send an AMP email, you still need to prepare a regular HTML email, as it consists of at least an HTML part and an AMP part. Therefore, if you decide to send an AMP email, you will need to create an additional version of the message.

To simplify the creation of emails, use PixCraft. There, you can create both classic HTML and AMP emails without delving into technical details.


In this article, we will find out how AMP emails differ from classic HTML emails.

large_html vs amp.jpg

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html vs amp.jpg

AMP Emails vs HTML Emails: What’s the Difference?

**An AMP email** is an electronic message in which the reader can interact with its elements: fill out forms, view galleries, select products, and place orders.

<Img
img="/api/uploads/coffi_3_1_d46cc071b9.gif"
alt="Interactive email example"
src="Example of an interactive email from Coffesso"
/>

Accelerated mobile pages (AMP) technology, developed in 2015, was originally designed to make web pages load faster on mobile devices. Over time, its capabilities have expanded, and it is now used for emails. Anyone can use this technology, but to get started, one must ensure compliance with [**technical requirements**](https://docs.pixcraft.io/en/amp/documentation/amp-setup) and obtain permission from email providers.

A regular email is like a newspaper: it is “printed” once and remains unchanged. An AMP email is more like a website: it can be updated, new elements can be added, and it can be interacted with in real time.

Unlike standard emails, AMP messages include not only text and images but also a variety of interactive components: scrollable galleries, surveys, and quizzes.

<Img
img="/api/uploads/amp_emaily_quiz_1_1_2a0090b53c.gif"
alt="PixCraft-based email"
src="An example of a PixCraft-based interactive email"
/>

In terms of structure, an AMP email consists of three parts:

- a plain text version for older email programs (optional);
- a standard HTML version;
- and a special AMP part, understood only by modern email clients.

## Which Services Support AMP

As of 2024, AMP emails are displayed correctly in the web interface and mobile apps of Gmail, Mail.ru, and Yahoo Mail, as well as in the web interface of AOL.

Those who use these email providers will be able to view all AMP elements and updates directly in their inbox. People who prefer Yandex.Mail, Outlook, or Apple's email service will only be able to open the standard HTML version of the email without additional features.

However, considering that [**Gmail is the most popular email service**](https://www.wisestamp.com/blog/free-email-providers/#:~:text=Gmail%20%E2%80%93%20The%20%231%20Free%20email,with%20the%20broader%20Google%20ecosystem.) globally, most subscribers will see your interactive content.

## How AMP Emails Elevate Email Marketing to a New Level

**Conversion rates of emails improve.** AMP emails simplify the user's journey to completing a desired action. The customer doesn’t need to leave a message or spend time submitting feedback, placing an order, adding a product to the cart, or playing a game—all of this can be done right there. This increases the likelihood that they will take the desired action.

**This kind of content is memorable to subscribers.** Even though AMP for email technology has been around since 2018, it continues to be a relatively new concept. Not many companies use it in their email campaigns yet. This means you can be one of the first to offer your customers such an innovative communication format and stand out from your competitors.

**Engagement increases.** Not all subscribers are ready to click through to a website immediately. AMP technology makes emails more engaging: you can add quizzes, mini-games, and forms directly to the email. This format allows for a softer introduction to a dialogue with the brand, gradually motivating the user to take a desired action.

**Emails can be** [**edited in real time**](https://pixcraft.io/email). This means you can make changes to the content, such as images, buttons, or the text itself, even after the email has been sent. For instance, if you're running a limited-time promotion, you can easily update the email with new offers once the promotion ends. Furthermore, AMP simplifies error correction. Unlike traditional emails that require a complete resend for any changes, interactive emails allow you to make adjustments on the fly, ensuring that your subscribers always receive the most up-to-date information.

## Why AMP Technology With Pixcraft Is Simple

Many companies postpone creating dynamic email campaigns indefinitely. The reason is simple: it's believed that developing AMP emails requires in-depth knowledge of HTML and JavaScript. Even with a developer on board, creating interactive elements takes significantly more time than traditional email design.

**PixCraft makes AMP email creation a breeze.**

Our no-code email builder empowers you to design stunning HTML and AMP emails without any technical expertise. Simply choose from our library of pre-designed blocks, customize them to match your brand, and add your content.

**Benefits of PixCraft:** 

- Simplicity. No need for extensive HTML or JavaScript skills.
- Speed. Creating interactive emails takes much less time. 
- Flexibility. Convert your existing HTML emails to AMP to add dynamic elements. 
- Mobile adaptation. Works even without media queries, such as in Yandex. 
- Pre-built blocks. A wide selection of blocks for various content types (forms, ratings, live feeds, and others).

**With PixCraft, you can:** 

- Re-engage your subscriber base and boost engagement with interactive content.
- Create your own email master template to ensure your emails have a unique brand style.
- Track email reading time to better understand your audience.

## Conclusion

AMP is a technology that enables the use of interactive content directly in emails. Unlike traditional HTML emails, which are static, AMP emails support user interaction and are updated in real time. 

With PixCraft, you can create dynamic emails easily and quickly, without any special knowledge and at the cost of ordinary HTML emails.


In this article, we'll find out what AMP emails are, which email services support them, and how AMP is changing marketing.

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What AMP Emails Are and How They Are Changing Email Marketing

##A/B testing the effectiveness of HTML vs. AMP emails

AMP for emails is a relatively new technology, and many marketers are still unsure whether it's worth using, as AMP emails require more time to create and therefore have a higher cost. In collaboration with Mail.ru Cloud, we prepared an AMP campaign targeting inactive Cloud users. The goal was not only to reactivate them but also to verify the effectiveness of using AMP for this purpose. The email was sent as an A/B test: one version was a standard HTML email offering users an additional 256GB for 2 months, while the second version was a full-fledged AMP email with a 'find the object' game mechanic.

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Both versions were sent with the same subject line and had approximately equal open rates. 

|    | HTML   | AMP    | 
|----|--------|--------|
| OR | 11.11% | 10.19% |

It should be noted that the emails were sent to inactive users. 

Not all users who received the AMP version were able to view it due to limited support (e.g., they opened the email in a mail client that does not support AMP).

AMP
|AMP-part|	HTML-part|
|---------------|-----------------|
|81%           |19%|

The proportions differ from the typical 50/50 split because this campaign was specifically targeted at Mail.ru users, where AMP is supported in both mobile apps and the web interface.

While the HTML version (in the A/B test) simply required users to click a link to claim their reward, the AMP version involved a gamified experience where users had to find hidden objects before they could access the reward. Despite the added step, we observed a 78% increase in clicks to the website from the AMP version.

|HTML|	AMP|
|----------------|----------------|
|CTOR|	4.88%|	8.67%|

(Clicks to the web version of the email were not included in the statistics.) 

In other words, engaging the user with a game increased clicks from the email by 78%. Once a subscriber took the initial action within the email, it became more difficult for them to stop. The primary goal of the email was to activate the gift, and we saw a 55% increase in gift activations from the AMP email compared to the HTML email. In addition to standard email metrics, we also measured the average time spent in the email, which was 10.8 seconds. Notably, users who spent more than 10 seconds in the email completed the game and clicked the link.

##Results

Implementing AMP gamification in the email resulted in a 78% increase in click-through rate (CTOR) and a 55% increase in conversion rate. A crucial aspect is the psychological factor: to get a user to perform a desired action, it's necessary to hold their attention for more than 10 seconds.


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