There's a special kind of frustration reserved for email HTML. You write clean, semantic markup. You add modern CSS. You preview it in your browser and it looks beautiful. Then you open it in Outlook and discover that Microsoft decided tables-within-tables-within-tables is the only acceptable layout method, and your carefully crafted design has collapsed into an unreadable mess.
Email HTML exists in a parallel universe where it's still 2003. Inline styles are mandatory. Floats don't work. Flexbox is a fantasy. The rendering engine varies wildly between clients—Outlook uses Microsoft Word (yes, really), Gmail strips most CSS, and Apple Mail does whatever it feels like.
Template builders abstract this pain away. You design visually or write in a sane markup language, and they generate the horrifying HTML that actually works. Here's what's available.
Code-based builders
For developers who want control over their markup, these tools provide abstraction without hiding the underlying structure.
MJML has become the de facto standard for email development. It's a markup language that looks like simplified HTML—you write components like <mj-section>, <mj-column>, and <mj-text>, and MJML compiles them into the nested tables and inline styles that email clients require. The syntax is intuitive, the documentation is excellent, and the VS Code extension provides live preview as you type. It's open source, actively maintained, and has a large community. If you're writing email templates in code, start here.
React Email takes a different approach—you build emails using React components. If your team already thinks in React, this feels natural. Components like <Button>, <Container>, and <Section> compile to email-safe HTML. The preview server shows your email as you develop, and the TypeScript support catches errors before they reach production. It's newer than MJML but gaining traction quickly, especially in React-heavy organizations.
Maizzle uses Tailwind CSS for email development. You write HTML with Tailwind utility classes, and Maizzle transforms it into email-compatible output—inlining styles, purging unused CSS, and handling the quirks of email rendering. If you're already fluent in Tailwind, the learning curve is minimal. The build system is flexible, supporting multiple environments and configurations.
Foundation for Emails (formerly Ink) from Zurb provides a framework of pre-built components and a grid system designed for email. It's been around longer than most alternatives and has extensive documentation. The Sass-based styling system is powerful but adds complexity. Development has slowed compared to MJML and React Email, but the existing templates remain solid.
Cerberus isn't a builder exactly—it's a collection of battle-tested HTML email patterns. Rather than abstracting away the complexity, it teaches you how email HTML works through well-commented examples. The patterns cover responsive layouts, buttons, and common components, all tested across dozens of clients. It's invaluable for understanding what's happening under the hood, even if you use other tools for production.
Visual builders
Sometimes you need to hand email creation to non-developers, or you want to prototype quickly without writing code.
Stripo offers a drag-and-drop editor with impressive flexibility. The module system lets you build reusable components, and the export options cover most ESPs and raw HTML. Their free tier is generous—unlimited emails with Stripo branding, or a limited number of branded exports per month. The AMP email support is a differentiator if you're exploring interactive emails.
Beefree (formerly BEE) provides a clean visual editor that generates reliable HTML. The interface is intuitive enough for marketers while offering enough control for developers. Their embeddable editor lets you add email building to your own application—useful for SaaS products that need to let customers create emails. The free tier allows basic usage; advanced features require paid plans.
Chamaileon positions itself as an enterprise-grade email builder with collaboration features. Multiple team members can work on templates, with version control and approval workflows. The visual editor is polished, and the output HTML is well-tested. Pricing is enterprise-focused, but they offer trials for evaluation.
Postcards by Designmodo offers a visual builder with a focus on design quality. The pre-built templates are polished, and the editor makes customization straightforward. Export options include HTML and integration with major ESPs. The one-time purchase model (rather than subscription) appeals to some teams.
Topol.io provides a straightforward drag-and-drop builder with a generous free tier. The interface is clean, the output is reliable, and the learning curve is minimal. It's not the most feature-rich option, but it handles common use cases well. Their plugin lets you embed the editor in your own applications.
Hybrid approaches
Some tools bridge the gap between visual editing and code control.
Parcel combines a code editor with visual preview, specifically designed for email development. You write HTML (or MJML) with intelligent autocomplete that understands email constraints, while seeing a live preview across simulated clients. The collaboration features support team workflows, and the version history tracks changes. It's positioned between pure code tools and visual builders.
Dyspatch offers a block-based system where developers create reusable modules that non-developers can assemble into emails. This separation lets engineering control the building blocks while marketing controls the content. The approval workflows and localization features target enterprise needs. Pricing reflects the enterprise positioning.
Choosing the right tool
The best tool depends on who's building emails and how they'll be maintained.
For developer-owned templates with version control and CI/CD integration, MJML or React Email make sense. You get full control, the output is predictable, and templates live alongside your application code.
For marketing teams building campaigns without developer involvement, visual builders like Stripo or Beefree reduce friction. The tradeoff is less control over the output HTML and potential lock-in to the platform.
For organizations where developers create components and marketers assemble them, hybrid tools like Dyspatch or embeddable editors provide the right separation of concerns.
Whatever you choose, test the output. Builders generate HTML, but email clients interpret that HTML unpredictably. A template that looks perfect in the builder's preview might break in Outlook 2019 or Gmail's mobile app. Use preview tools like Litmus or Email on Acid to verify rendering before sending.
Frequently asked questions
Can I use regular HTML and CSS for emails?
Technically yes, but it won't render correctly across clients. Email clients have wildly inconsistent CSS support—Outlook uses Word's rendering engine, Gmail strips most styles, and mobile clients have their own quirks. Template builders handle these inconsistencies so you don't have to.
Which builder has the best Outlook support?
MJML and the major visual builders all generate Outlook-compatible HTML. The key is testing—Outlook's Word-based rendering engine has unique bugs that even well-generated HTML can trigger. Always preview in Outlook specifically before sending.
Should I use a visual builder or code-based tool?
If developers own email templates and they're version-controlled with your application, code-based tools (MJML, React Email) provide better control and maintainability. If non-developers need to create and edit emails independently, visual builders reduce friction.
How do I handle dynamic content in templates?
Most builders support template variables using syntax like {{variable_name}} or similar. These get replaced with actual values when you send through your ESP. For complex logic, some builders support conditionals and loops. Check your ESP's documentation for supported syntax.