Emails are a crucial element of customer communication. They shape the impression your company leaves on recipients. In this article, we’ll explain how to quickly create an email template from scratch using Pixcraft tools and how to develop a master template for future email campaigns.  

## Planning Your Campaign  

At first glance, creating an email template may seem simple. However, a closer look reveals the challenges involved. An email is more than just text in an attractive package. The process includes the following steps:  

- **Developing the concept and content of the email.** It’s important to craft a clear, engaging message that resonates with your audience. This includes segmenting your email recipients. Avoid generic phrases and overly dramatic subject lines, as they can reduce the effectiveness of your message.  

- **Designing the email.** Keep the design clean and straightforward. Overloading the email with too many visual elements or using overly bright colors can distract from the main message.  

- **Coding the template.** Once the concept, text, and design are ready, the most technically demanding phase begins—coding. In this article, we’ll look at using the [Pixcraft plugin for Figma](https://www.figma.com/community/plugin/1403763341617358835/pixcraft-email-generator-create-and-export-your-own-html-amp-email-templates), which allows you to generate high-quality email code directly from your design mockup.  

- **Testing the email.** To ensure the email renders correctly and to identify any technical issues, don’t just rely on the preview mode. Conduct a test send. Only after thorough testing should you send the email to your real audience.  

## Email Text

Regardless of the purpose of your email campaign, there are a few undeniable rules for crafting email content:  

- **Show respect to your client.** Personalize the email whenever possible—for instance, include the recipient's name in the message.  
- **Be concise.** The main idea of your email should be clear from the very first words.  
- **Avoid over-the-top language.** Some email services may lower your reputation for using clickbait-style phrases.  

If you have creative ideas for your email but struggle with precise wording, consider using **AI tools**. The [Pixcraft plugin](https://www.figma.com/community/plugin/1403763341617358835/pixcraft-email-generator-create-and-export-your-own-html-amp-email-templates) includes an AI-powered section to assist not only with text but also with images:  

<Img
  img="/api/uploads/email_templates_1_7ac68fb86e.jpg"
  alt="AI-generated text and images"
/>  

We don’t recommend leaving the entire text creation process to AI. However, the AI can excel at generating key points, correcting errors, and expanding sentences to match your desired style.  

## Designing the Email  

The next step is **email design**. Like the text, the design should be concise. When the email is opened, it should immediately draw attention to the key information without distracting the recipient with unnecessary details. Avoid overly bright colors and stick to a consistent visual style aligned with your company's branding.  

For most companies, the primary tool for design is **Figma**. You can create a design mockup using auto layout with your unique design and structure. Alternatively, use the pre-made templates from the [Pixcraft Email Generator plugin](https://www.figma.com/community/plugin/1403763341617358835/pixcraft-email-generator-create-and-export-your-own-html-amp-email-templates) to assemble your email from ready-made blocks:  

<Img  
  img="/api/uploads/email_templates_2_2e2c658b33.jpg"  
  alt="Pre-made blocks"  
/>  

You can also add links to elements directly within the tool. To do this, select the desired layer or text, open the "Properties" section, and specify the URL:  

<Img  
  img="/api/uploads/email_template_link_button_3_829b43b065.png"  
  alt="URL input field"  
/>  

A comprehensive guide for designers on using the Pixcraft plugin is available on our [blog](https://pixcraft.io/blog/no-code-email-creation-in-figma-plugin).  

If email campaigns are your primary method of communicating with clients, we recommend creating a **master template**—a template that includes all the possible block structures you plan to use. With a master template, creating a new email becomes as simple as selecting the required blocks and replacing the text and images. Having such a template **significantly speeds up** the process of creating new campaigns.

The Pixcraft Email Generator allows you to save all your blocks (assets) into a library, assigning names and tags for easy selection:

<Img  
  img="/api/uploads/email_templates_4_d1b5b79e9e.png"  
  alt="Block names and tags"  
/>

## Template Coding  

When using the Pixcraft Email Generator plugin, you don’t need to worry about coding the template—just select your email and open the preview. If everything displays correctly, proceed to the export section. For one-off promotional emails, you can export the result directly to your ESP. However, if you plan to reuse the template or its blocks—especially for scenarios where designers won’t be involved—it’s best to **save the template in Pixcraft**:  

<Img  
  img="/api/uploads/email_template_export_5_5686084d7a.png"  
  alt="Save template"  
/>  

Once saved, the template will be available in the [Pixcraft Builder](https://app.pixcraft.io) email editor. When you need to create a new email, simply open the saved master template and click **“Edit as copy”**:  

<Img  
  img="/api/uploads/email_templates_6_f333fccbe6.jpg"  
  alt="Editing a copy"  
/>

In the Pixcraft Builder, you can also save individual elements for reuse in other emails. To do this, highlight the block during editing, open the advanced settings, and click **“Save asset”**:  

<Img  
  img="/api/uploads/save_asset_d427f0a27a.png"  
  alt="Save asset"  
/>  

All saved elements are available in the corresponding section of the toolbar on the left:

<Img  
  img="/api/uploads/my_assets_f7f9465e73.png"  
  alt="Saved elements"  
/>

You can remove unnecessary blocks, add required assets from the saved list, and modify text and images. With a master template and saved elements, creating a finished email will take just a few minutes.

## Display Testing  

Different users may see the same email differently. This is influenced by factors such as:  

* **Email client** – Not all clients support AMP content or may require specific component settings.  
* **Mobile vs. desktop version** – Email elements must adapt depending on the recipient’s device.  
* **System interface theme** – Dark or light modes.

When working with Pixcraft products, you don’t have to worry about how the email will appear to the recipient. The template automatically adjusts **element adaptation** for different viewing modes. If necessary, you can manually configure display settings for individual components:  

<Img  
  img="/api/uploads/template_properties_a7a9116a52.jpg"  
  alt="Component-specific adjustments"  
/>

Emails created with Pixcraft render correctly and retain their original appearance across all email clients, from **popular platforms** like Gmail to **corporate clients** like Outlook.

## Conclusion  

Creating an email template from scratch is a complex process requiring various skills—from crafting compelling text to working with markup languages. This article briefly covered all the key stages of template development. At each stage, Pixcraft products can be your reliable assistants.

Pixcraft tools simplify the process, enabling the quick creation of unique templates with AMP elements and responsive designs, as well as preparing guidelines for future campaigns. With Pixcraft, you can focus on developing your ideas and marketing strategies, rather than coding templates.

We’ll show you how to quickly create email templates from scratch using Pixcraft tools. Plus, we’ll explore how to design a master template.  

small_kak-sozdat-email-shablony.jpg

thumbnail_kak-sozdat-email-shablony.jpg

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How to Create Email Templates from Scratch with Pixcraft  

Email marketing is a crucial part of any business project. Today, there are countless tools available to quickly design the email template you need. For those who require greater flexibility in template development, **frameworks** come into play. They offer extensive functionality for clear and convenient customization of email templates, unlocking new possibilities for engaging with your audience.

In this article, we’ll explore **React Email**, a React-based framework for creating email templates. We’ll discuss its strengths and weaknesses and compare it to the [**TJML**](https://pixcraft.io/framework) framework.

<Note> TJML is built on **Vue**, bringing all its advantages to the table. Previously, we [**compared TJML with MJML**](https://pixcraft.io/blog/email-frameworks-mjml-vs-tjml). </Note>

## Installation and Setup

### React email

To install React Email, you can add it to your TypeScript or JavaScript project [**via npm**](https://react.email/docs/getting-started/automatic-setup), or set it up [**manually**](https://react.email/docs/getting-started/manual-setup) by adding the necessary dependencies yourself. Once the setup is complete, you’ll have access to a local demo server with a collection of basic email templates. These templates can be opened and viewed directly in your browser:

<Img
img="/api/uploads/react_time_c6bcc6452f.png"
alt="React email login"
/>

Any changes you make to the templates in the emails folder will immediately appear in the browser. You can also send a test email to yourself using the dedicated button.

However, one significant drawback is the lack of a simple and accessible **sandbox**. If you’re unable to set up a project or connect React Email to it, you won’t be able to preview the resulting email.

### TJML

To start working with TJML, you can visit the free [**sandbox**](https://app.pixcraft.io/playground/), insert the components you need, and test what the final email will look like. The availability of a playground page allows you to edit your email template at any time and immediately see the results of your changes:

<Img
  img="/api/uploads/react_time_2_497203ac39.jpg"
  alt="Editing an email template"
/>

TJML can be installed by integrating the **JS library**, allowing you to work with templates in your usual development environment. The full instructions are available [**here**](https://docs.pixcraft.io/en/framework/documentation).

For a better workflow with the framework, the following tools are available to users:

- **VS Code Plugin.** This extension offers autocomplete for TJML tags and provides hints for available attributes. The plugin can be downloaded [**here**](https://marketplace.visualstudio.com/items?itemName=Pixcraft.vscode-tjml).
- **Autocomplete for JetBrains products (WebStorm) using [**Web-Types**](https://github.com/JetBrains/web-types).** To enable hints for tags and available attributes, you can also connect the [**web-types.json**](https://github.com/pixcraft-io/TJML-framework/blob/main/web-types.json).

## Features

### React Email

When the framework is installed, a folder with example templates becomes available. You can preview how these templates will appear to recipients on the demo server. Additionally, the code for these emails can be displayed there as well.

<Img
img="/api/uploads/react_time_3_3dfba29c1c.png"
alt="Email code"
/>

The code can be exported immediately in either HTML or plain-text format.

The framework’s website features a collection of ready-made blocks organized into categories. From there, you can quickly copy the block you need and paste it into your email code:

<Img
img="/api/uploads/react_time_4_e69243d511.png"
alt="Blocks"
/>

On the component pages, you can see how they are displayed on both desktop and mobile devices.

In React Email, to work with a specific component, you first need to import it before using it in your code. Once added, you can customize the content of the blocks, including text and images. The appearance of components is defined by passing an object with style properties and values to the component’s `style` attribute:

```xml
<Section style={{ display: "inline-block", width: "100%", maxWidth: 270, verticalAlign: "middle", }}>
            <Text style={{fontSize:"36px", color: "#ffffff", lineHeight: '1.2'}}>
              The best<br/>choice
            </Text>
</Section>
```
One major drawback of the service is the lack of clear documentation for the attributes and properties of components. As a result, users are left to explore component properties on their own, often making changes to the code "blindly."

### TJML

As mentioned earlier, TJML features its own sandbox. This tool allows you to fully assemble a template from components and check how the email renders in different viewing modes:

<Img
  img="/api/uploads/react_time_5_a71489ef4b.png"
  alt="Various viewing modes"
/>

TJML also offers the following features:

- Multiple viewing modes: dark theme, mobile and desktop views, and color inversion simulation for Gmail on iOS
- A Pixel-Perfect tool for precise, pixel-level layout adjustments
- Automatic monitoring of code size with alerts when it exceeds recommended limits
- AMP support for features like image galleries, interactive elements, and forms embedded directly into the email
- Simultaneous rendering of both HTML and AMP versions of the email
- Error validation for various issues

Coding in TJML follows the same structure as standard XML. Each component comes with a [**documented set of attributes**](https://docs.pixcraft.io/en/framework/documentation). Inserted blocks can be customized to fit your needs, such as specifying button links, replacing images, and adding text.

After completing your email template, you can instantly preview the code and, if needed, **compress it**: 

<Img
img="/api/uploads/react_time_6_525af617a9.png"
alt="Code compression"
/>

## Email Display 

One of the most important factors is the **quality of the final layout**, as it determines how the email appears across various email clients and viewing modes.  

To compare the results of the frameworks, we’ll create two identical emails: one using TJML and the other with React Email. Let’s start with **Gmail**:  

<Img
img="/api/uploads/react_time_7_819ad8aa95.jpg"
alt="Gmail"
/>

Here, the email renders correctly. Now, let’s see how it appears to **iPhone** users:  

<Img
img="/api/uploads/react_time_8_1_e4ddbca724.jpg"
alt="iPhone"
/>

The framework performs well here. Finally, let’s check the rendering in a corporate client—**Microsoft Outlook**:  

<Img
img="/api/uploads/react_time_9_2_e04a8db1b5.jpg"
alt="Outlook"
/>

In Outlook, the email created with React Email appears highly unsatisfactory. This means the tool is not suitable for large-scale marketing campaigns targeting B2B audiences or professional use by agencies, as clients often check results in Outlook.  

Comparing the emails, it’s clear that TJML outperforms React Email.  

## Summary  

After thoroughly examining the React Email framework, we can conclude the following:  

**Pros:**  

- Offers **test email sending** directly from the demo server page.  
- Features an **attractive service design**, with a clean and visually appealing interface.  

**Cons:**  

- Emails created with React Email suffer from **display issues** across various email clients, especially in Outlook.  
- Lacks a sandbox environment.  
- **No AMP email support**—a significant drawback for a modern email framework.  
- No option to **test email rendering in dark mode**.  

## Conclusion  

Frameworks can be a great choice for those who value flexibility in email design. At first glance, React Email seems like an interesting tool for developers. However, poor rendering in some clients, lack of AMP support, and limited flexibility make it unsuitable for professional use.  
TJML, on the other hand, is a reliable tool that not only speeds up the template creation process but also ensures recipients see your emails exactly as intended. TJML stands out from its competitors with a set of unique features not found elsewhere. With TJML, you can be confident in the high quality of your emails.

Choosing the best framework for email templates: pros, cons, and key features of React Email and TJML. 


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React Email vs. TJML: A Framework Comparison

In today’s world, user attention is the most valuable resource. Static emails no longer excite, and lengthy redirects to links only frustrate. But what if your email could become interactive right in the inbox? It’s not magic — it’s [**AMP emails**](https://pixcraft.io/blog/how-to-implement-amp-emails-into-your-email-strategy), a technology that redefines how brands can engage with their audience through email.

In this article, we’ll explore how brands use AMP to captivate subscribers and boost engagement.

## An Example from [Findomestic](https://amp.dev/success-stories/findomestic)

<Img
img="/api/uploads/Findomestic_Sample_Email_6cfee92223.gif"
alt="AMP email example"
/>

Findomestic aimed to make their emails more user-friendly and drive higher conversion rates. By implementing AMP, they stood out from competitors and added interactivity to their emails.

The idea was simple: allow users to interact with the email directly in their inbox — for instance, selecting a banking product or instantly receiving a calculation — all while maintaining Findomestic’s familiar style and interface.

A/B testing of AMP and traditional emails during Black Friday revealed impressive results:

- Open rates increased by 128% (35.4% vs. 15.5%).
- Click-through rates rose by 133% (1.4% vs. 0.6%).

Creating such emails is easy with the [**Pixcraft**](https://pixcraft.io/builder) email builder. Now, crafting a ready-to-send message takes just a few minutes, no HTML knowledge required. Simply choose pre-designed blocks, customize their appearance, add text and links — all within a convenient visual editor.

## Example from Volkswagen (Design: [RRAP](https://www.rapp.com/))

<Img
img="/api/uploads/amp_example_volkswagen_12a015adca.png"
alt="Example of an AMP email from Volkswagen"
/>

In this email, readers can select a car color directly in their inbox using an interactive selector powered by AMP technology. A single click on a preferred shade instantly changes the car's color in the email. This is achieved through AMP components that handle dynamic image updates.

This approach not only grabs attention but also allows users to see their choice in action, adding an element of personalization and playfulness.

## Example from Huel

<Img
img="/api/uploads/amp_example_poll_c646dc5b02.png"
alt="Example of an AMP email from Huel"
/>

In this email, users can pick their favorite drink flavor through an interactive poll implemented with AMP technology. All it takes is a click on one of the options. User responses are sent to a server via the ```<amp-form>``` component.

Results are displayed in real time thanks to ```<amp-list>```, which dynamically updates the email’s content. The percentage breakdown for each flavor is shown in a bottle, represented by both a visual liquid level and numerical percentages.

This feature not only engages recipients but also gives them a sense of participation: users can see how their choice compares to the votes of others.

## Example from Disney 

<Img
img="/api/uploads/amp_examples_puzzle_04fc6b47e3.jpg"
alt="Example of an AMP email from Disney"
/>

This email for kids features an engaging game mechanic — a crossword puzzle that the child can solve directly in their inbox. The goal is to guess characters based on silhouettes and brief descriptions, then enter their names into a form within the email. The ```<amp-form>``` component allows users to submit answers without leaving the email.

All logic and content updates are handled with the ```<amp-bind>``` component, which links data to interactive elements and updates them in real time. Correct answers and changing character images are processed using AMP tags, enabling new content to appear seamlessly within the email.

This approach encourages active interaction with the content rather than passive reading, significantly increasing the likelihood of completing the desired action.

## Example from Toms 

<Img
img="/api/uploads/amp_examples_toms_c500f815a8.jpg"
alt="Example of an AMP email from Toms"
/>

This email showcases glow-in-the-dark shoes with an interactive toggle that lets users control the effect directly in their inbox.

The functionality is implemented using ```<amp-bind>```, which dynamically switches the images, as well as ```<amp-img>``` to display both glowing and regular versions of the shoes. This creates a captivating visual effect without requiring users to visit an external website.

## Example from Mail.ru

<Img
img="/api/uploads/mail_c8a0967b69.gif"
alt="Example of an AMP email from Mail.ru"
/>

An email created by Pixcraft for Mail Cloud makes learning about new features simple and fun through an interactive format. Instead of plain text, users are invited to play a game: answer questions and immediately receive detailed information about each feature.

This functionality is powered by AMP components. Users select their answers, and results with additional information appear instantly, thanks to ```<amp-bind>```. This approach delivers dynamic, modern, and visually engaging interaction directly within the inbox.

## Conclusion 

AMP for email is a powerful tool that enhances emails by making them brighter and more engaging. Interactive elements, instant updates, and the ability to interact directly within the inbox open up new opportunities for brands and marketers.
These emails not only boost open and click-through rates but also provide a unique user experience.

If you’re not yet using AMP in your email campaigns, now is the time to start. The Pixcraft email builder and our [**Figma plugin**](https://pixcraft.io/figma). 

With Pixcraft, you can easily design both standard HTML emails and interactive AMP emails, significantly improving conversion rates and engagement.

This article explores how brands use AMP to captivate subscribers and increase engagement.

small_amp-emails-examples.jpg

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amp-emails-examples.jpg

Revitalize Your Emails: Top AMP Email Examples

Most designers, regardless of their area of expertise, use Figma as their primary tool. However, when tasked with creating a ready-to-use email template, this can prove challenging and time-consuming.

Pixcraft offers a solution to this problem: a user-friendly plugin for Figma that enables you to create an email template and generate ready-to-use HTML code in just a few minutes. In this article, we’ll explore how the [**Pixcraft Email Generator**](https://pixcraft.io/figma) can help you quickly design your email template, customize its unique structure, and add multimedia content.

## Creating a Ready-to-Use Template in Minutes

To get started, open a new file in Figma and locate the Pixcraft Email Generator in the Actions menu on the toolbar. Launch the plugin:

<Img
img="/api/uploads/1_0a3d51aac7.png"
alt="Figma Pixcraft plugin"
src="Pixcraft Email Generator Plugin"
/>

<Note>
The plugin supports multiple languages. To switch to another language, click the globe icon in the bottom-right corner of the plugin.
</Note>

When the plugin opens, you’ll be offered a quick usage guide, which you can skip if desired. To create a new template, go to the **New** tab and select **Blank email**.

<Img
img="/api/uploads/2_b82f124d97.png"
alt="New Blank email"
src="Creating a new email"
/>

<Note>
You can also generate a basic email template with a header, image, button, and footer by clicking **Simple email**. In this case, all you need to do is replace the placeholder images and text with your own content.
</Note>

A blank email template will appear. Populate it with elements from the **Assets** tab, where elements are organized into the following categories:

**Blocks**: Content sections, such as news blocks, banners, and more.
**Headers**: The email header or "top section."
**Images**: Images used in the email.
**Texts**: Text blocks of any kind.
**Buttons**: [**Call-to-action**](https://altcraft.com/blog/what-is-cta) buttons encouraging user engagement. 
**Footers**: The bottom section of the email.
**AMP**: Interactive elements like feedback forms and image carousels, as well as their HTML versions.
**Dividers**: Separators for different sections of the email.

<Img
img="/api/uploads/3_694121e1e8.png"
alt="Using assets"
src="Assets"
/>

For a basic email, you’ll need a header, one content block, one text block, and a footer. To add any of these, simply click the desired element in the plugin menu, and it will automatically appear in the template body:

<Img
img="/api/uploads/4_f0516043ad.png"
alt="New block"
src="Adding a new element"
/>

In the generated template, all that’s left is to replace the placeholder text and images with your own.

<Note>
You can also use your own layout design for the email. To ensure the plugin renders it correctly, the Auto Layout feature must be applied to frames in Figma.
</Note>

Once your template is ready, switch to preview mode by selecting the main template frame and clicking Preview. A testing window will open, displaying how your email will look to recipients.

<Img
img="/api/uploads/five_750ea79887.png"
alt="Preview"
src="Preview mode"
/>

In the preview window, you can:

* Switch between **HTML** and **AMP** versions of the email.
* Toggle between **desktop** and **mobile** views.
* Test the email in **dark mode**, as most mobile email clients automatically adapt emails to dark themes. This includes a **full color inversion** simulation, commonly used in Gmail for iOS.
* Use the **Screenshot** button to capture the email content and share it, for example, with a client.
* View the email's code on the **Show Code** tab, check its size, and compress it if needed.

If you’re satisfied with the final result, proceed to **export the template** by clicking the corresponding button at the top of the window.

<Img
img="/api/uploads/6_9858c2479e.png"
alt="Template export"
src="Template export"
/>

You can optionally add a subject line and preheader to your template. The plugin offers multiple export options, including saving as a **zip archive with code and images**, saving to your **Pixcraft account**, or exporting directly to email marketing platforms, such as [**Altcraft Platform**](https://altcraft.com/):

<Img
img="/api/uploads/7_79decc7b96.png"
alt="External services export"
src="Exporting to other services"
/>

## Customizing Your Template

You’ve created an email template, but how can you make it even better? Pixcraft provides extensive functionality for fine-tuning your template components.

### Links for Buttons, Text, and Images

To add links to buttons or images, select the desired element and go to the **Properties** tab. In the **Link address** field, enter the URL of the target website:

<Img
img="/api/uploads/8_27fe582818.png"
alt="Adding URL to your button"
src="Adding URL"
/>

To add a hyperlink to text, highlight the text fragment and insert the link in the **Properties** menu. Alternatively, you can use the **Create link** feature in Figma:

<Img
img="/api/uploads/9_275103a5a3.png"
alt="Create link"
src="Creating a link"
/>

If you don’t want a specific template element (e.g., a promo code for copying) to be recognized as a button, you can toggle the corresponding switch in the same section:

<Img
img="/api/uploads/10_383937dc05.png"
alt="Using button mode"
src="Button mode"
/>

### Exporting Blocks as Images

The plugin allows you to export certain elements as images rather than code. To do this, select the object, go to the **Properties** tab, and click **Convert to image**. You can then add an image description and title to the converted block:

<Img
img="/api/uploads/11_8c1e16a4cd.png"
alt="Convert image"
src="Converting a block to an image"
/>

You can achieve the same result using Figma’s standard functionality by grouping the block.

<Img
img="/api/uploads/12_33bdda8094.png"
alt="Grouping"
src="Grouping block elements"
/>

### Managing Block Adaptation

Elements in the mobile version of an email don’t always display as intended. To prevent this, Pixcraft lets you customize the **block order** for the mobile version:

<Img
img="/api/uploads/13_04c976bd15.png"
alt="Columns display"
src="Configuring block order"
/>

You can see how these elements will appear using the plugin’s preview mode:

<Img
img="/api/uploads/vid1_39672b4a17.png"
alt="Reorder preview"
src="Block order in emails"
/>

You can also adjust the **side padding and overall width of the email**. To configure these parameters, select the main frame and choose the desired display mode:

<Img
img="/api/uploads/14_9071dca1a8.png"
alt="Paddings"
src="Adjusting padding and width"
/>

### HTML and AMP Display

Not all email clients support AMP content; users of such clients will only see the HTML version of your email. To account for this, you can customize elements separately for each version.

For example, create AMP and HTML elements, such as a form for submissions and a footer with a support link. In the Properties section for the footer, specify it to display only in the HTML version:

<Img
img="/api/uploads/15_82450b571b.png"
alt="HTML and AMP"
src="Customizing content display"
/> 

This ensures that if the AMP form does not appear for any reason, the user will still see a footer with contact details for support.

<Img
img="/api/uploads/plugin_amp_or_html_c467814175.png"
alt="HTML and AMP preview"
src="AMP and HTML content"
/> 

### AI Assistance

If you prefer not to write engaging text yourself or rely on standard stock photos, you can use **AI assistance**. To access this feature, you need to sign in to Pixcraft and log into your account in the plugin. The AI assistant is available for both images and text fields in the AI tab:

<Img
img="/api/uploads/16_47d0d6e7f0.png"
alt="AI Helper"
src="Using AI"
/> 

Simply pick the style and, if needed, add a description of the image. The AI can refine your suggestions, generate text based on your ideas, and check for errors:

<Img
img="/api/uploads/plugin_ai_073a53faf6.png"
alt="AI text styling"
src="Text generation"
/>

## Conclusion

The Pixcraft plugin is designed for users unfamiliar with HTML coding or email creation. It enables the creation of convenient emails that display correctly across most email clients. With Pixcraft, marketers can save significant time and effort typically spent on designing email templates.

Learn more about the plugin’s features, create a Pixcraft account, or contact support on the Pixcraft Email Generator page in the [**Figma Community**](https://www.figma.com/community/plugin/1403763341617358835/pixcraft-email-generator-create-and-export-your-own-html-amp-email-templates).


This article explores how to quickly and easily create email templates for campaigns and customize their elements.


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figma-plugin.jpg

No-Code Email Design: Effortless Template Creation in a Figma Plugin

Each year, more people are opening emails on mobile devices. If your email isn’t optimized for mobile, there’s a good chance it won’t get read. It’s crucial for your messages to look great and be easy to engage with, no matter what device your audience uses.

Let’s explore how to create emails that are easy to read and visually appealing on any device.

## Approaches to Mobile Email Optimization

There are three main strategies for adapting emails to different devices—let’s dive into each one in more detail.

### Scaling

This approach works best for emails with a simple structure. It involves using relative dimensions with minimum and maximum size constraints, making it easy to scale images and adjust text blocks. However, it’s not well-suited for more complex layouts.

It’s crucial to ensure in advance that text and buttons on images are large enough. Even if their size is reduced by half, they should remain easy to read.

 <Img
img="/api/uploads/responsive_emails_scaling_11zon_9485851074.jpg"
alt="Mobile adaptation"
/>

The scaling approach can also be applied to sections with background images. In this case, parts of the background on the right and/or left will be cropped—a technique known as "clipping." When used skillfully, this method can create an appealing effect by removing unnecessary elements from the mobile version of the email.

<Img
img="/api/uploads/responsive_emails_clipping_11zon_49f523fb11.jpg"
alt="Mobile adaptation example: clipping"
/>

### Media Query Adaptation

From a design perspective, this approach offers complete flexibility to adjust the structure and appearance of an email based on the device it’s viewed on.

With this method, you can create two separate layouts: one for desktop and another for mobile devices. For wide-format emails, you can even design a version specifically for tablets, if needed.

However, despite its clear advantages, this method has a significant drawback—media queries don’t work in some email clients.

### Block Adaptation

This method allows for the adjustment of any email elements placed in adjacent table cells. When the device screen isn’t wide enough to display all cells in a single row, the elements shift—one cell drops below the other.

If a row contains more than two cells, the restructuring happens step by step: first, the outermost cell moves, then the next one, and so on. You can control this by adding extra wrappers around blocks that need to adjust together. For example, in a four-column layout, it’s better to group the content into two blocks with two cards each.

In a three-column structure, it’s important to avoid large gaps between elements. Otherwise, on mobile devices, empty spaces may appear on the left and right sides of the blocks, which can look unappealing.

If the design includes a block combining text and an adjacent image, adjust the structure so that the text moves below the image. This makes the mobile layout more intuitive and user-friendly, resembling a standard article or product card format. For desktop layouts with a staggered (checkerboard) arrangement, this effect can be achieved through reverse block restructuring.

Align adjacent blocks by width so that they occupy equal portions of the space—for instance, half the width of the email. This way, after restructuring, the elements will stack neatly on top of each other, even without using media queries.

<Img
img="/api/uploads/responsive_emails_blocks_8c1cd8175b.jpg"
alt="Block optimization"
/>

If you don’t have time for mobile optimization, try the visual email builder [**Pixcraft**](https://pixcraft.io/builder). It offers responsive and adaptive design that displays correctly even without media queries.

### Which Approach to Choose

Each approach has its limitations and works best for specific email structures. Therefore, the optimal solution is to combine these methods to achieve the best possible display across most email clients.

For instance, a less-than-ideal three-column structure with block adaptation can be improved by using media queries to increase the width of the cards on mobile devices, making them span the full width of the screen. Similarly, block restructuring can be combined with the clipping technique to trim not just background images but also unnecessary elements, like an extra illustration block, so that the CTA fits within the first screen view.

## Key Considerations for Email Design 

When adapting emails for mobile devices, it’s important to ensure not only that the content fits well on smaller screens but also that it’s easy to interact with.

**Buttons.** The main difference between using mobile devices and computers lies in how users interact with the screen: mobile devices rely on touch, while computers use a mouse and cursor. Even if your [**call-to-action**](https://altcraft.com/blog/what-is-cta) button is visually appealing, a tap area that’s too small will reduce click-through rates.

The recommended minimum size for tappable areas is 44x44 pixels. In some cases, it’s worth making buttons even larger—such as spanning the full width of the screen—to make them easier to tap with a thumb.

**Dark mode.** When an email with a light background automatically switches to dark mode, the brightness is inverted: the background becomes dark, and the text turns light. For emails with dark backgrounds, inversion usually doesn’t occur—except in Gmail on iOS.
Graphic elements typically remain unchanged, which is important to consider when using a dark logo on a light background or including header text as an image.

<Img
img="/api/uploads/responsive_emails_dark_theme_0197b20d43.jpg"
alt="Dark mode mobile adaptation"
/>

**Retina Optimization.** The term "Retina display" originally referred to Apple products, but it is now often used for any high-pixel-density screens. To ensure images look sharp on these screens, they should be saved at a larger size—at least double their intended display dimensions.

<Img
img="/api/uploads/responsive_emails_retina_dfa3f42e57.png"
alt="Retina optimization"
/>

However, this increases file sizes, slowing down email loading times. Therefore, it’s best to use this technique for simple graphics with fewer colors, such as logos or icons. To optimize file sizes, you can use compression tools like TinyPNG or iloveimg.

## Conclusion

Responsive design isn’t just a trend—it’s essential for successful marketing in today’s tech-driven world.

Well-optimized emails that accommodate different devices and screen sizes enhance engagement and improve the overall experience for your subscribers.

In the article, we will find out how to make emails that are displayed correctly on any device. We will also talk about the approaches to mobile adaptation.

small_adaptaciya-emeilov-main.jpg

thumbnail_adaptaciya-emeilov-main.jpg

adaptaciya-emeilov-main.jpg

Responsive Design: How to Create Beautiful Emails That Display Correctly

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.

small_figma-plugins.jpg

thumbnail_figma-plugins.jpg

figma-plugins.jpg

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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