The Role of HTML and CSS in Email Design
Mar 19, 2025
When it comes to email design it’s the combination of arts and science for crafting visually stunning, fully functional, and engaging emails, that makes emails land in inboxes, not the spam folders.
It is the area where creativity joins code, to ensure that newsletters, promotions, or welcome emails look perfectly fit for all devices. And behind all these clean layouts, there are the heroes called email HTML and email CSS.
The difference between a boring, text-only message and an irresistible, click-worthy email often lies in mastering email HTML and email CSS.
If emails were fashionable, plain text would be sweatpants, and good design using email HTML and email CSS would be a tailored suit.
Why Email HTML & CSS Matter?
Email marketing is still very much in use today. According to Litmus, firms receive an average return of $36 for every $1 invested in email marketing. That's a better ROI than crypto memes!
But all this success hinges on stellar email design best practices, and at the heart of those practices lie—you guessed it again—email HTML and email CSS.
"An email without good design is like a party without cake."
— Some genius email marketers.
Email HTML:
Think of email HTML as the skeleton of your message. Without it, your email would be a floppy mess of words. Email HTML structures your content—headings, paragraphs, images, and buttons—giving it order and logic.
Real-Life Example
Have you ever assembled IKEA furniture? The instruction manual is email HTML. It tells you where the pieces go so you don’t end up with a table that looks like modern art.
What Makes Email HTML Special?
Tables are king! Yep, unlike web pages that love flexbox, email HTML is all about tables for reliable layouts.
It’s not about fancy. It’s about functionality. Email HTML ensures your email shows up correctly on Gmail, Outlook, Yahoo… even that ancient AOL account your uncle still uses.
Email CSS:
Now, email CSS is what makes your email look good. Without it, everything is plain and sad. Email CSS adds color, fonts, padding, and makes your CTA buttons pop like confetti at a birthday party.
How Email CSS Works in the Real World
Ever put icing on a cake? That’s email CSS. The cake’s great by itself (thanks, email HTML), but the frosting makes people want a piece.
Tips for Using Email CSS:
Use inline CSS—yes, it’s old-school, but many email clients strip out embedded styles in the <head>.
Keep it simple. Not every client supports advanced CSS (sorry, Outlook).
Stick to email design best practices, like large, tappable buttons and readable fonts.
Email Design Best Practices You Can’t Ignore
So, what are these magical email design best practices everyone raves about? They’re the rules that ensure your emails don’t just look good but work across platforms.
Key Email Design Best Practices:
1. Responsive design: Your email needs to look great on desktop and mobile.
2. Accessible design: Use proper heading structure and alt text so screen readers can work their magic.
3. Clear CTAs: One email = one goal. Don’t make people guess where to click.
Following email design best practices while crafting email HTML and applying email CSS ensures your message is clear and your design is flawless.
Real-World Brands Nailing It
Spotify: They keep it clean and colorful with smart use of email HTML structure and subtle email CSS animations.
Starbucks: Their emails always follow email design best practices, with easy navigation and strong CTAs.
Duolingo: Fun visuals, perfect font choices, and engaging CTAs. They use email HTML to structure and email CSS to delight.
Conclusion
Some say email is old-school, but with the right email HTML, smart email CSS, and unwavering commitment to email design best practices, email is anything but boring.
Is crafting a great email easy? Nope.
Is it worth it? Absolutely.
Get the email HTML right, apply email CSS like a pro, and stick to email design best practices. Your open rates, click rates, and customers will thank you.
FAQ
Why can’t we use modern CSS features in emails?
Because many email clients (looking at you, Outlook) are stuck in the early 2000s. Email CSS needs to stay simple to be supported.
What’s the biggest mistake in email HTML?
Skipping tables! Email HTML relies on tables for layout since not all clients handle flexbox reliably.
Are email design best practices different from web design?
Absolutely. Email design best practices focus on mobile-first layouts, inline email CSS, and making sure emails look good everywhere.
Can we use JavaScript in emails?
Nope! Most clients block scripts for security reasons. That’s why email HTML and email CSS are your only tools.
What tools help with email design?
Try Litmus or Email on Acid for testing how your email HTML and email CSS render across clients. Also, Mailchimp and HubSpot have user-friendly editors that follow email design best practices.