Email Design email newsletters

Limitations of HTML Email Templates in MailChimp

Email DesignNataly Birch • July 02, 2019 •

Within the final two years, we now have seen appreciable enhancements in CSS. Flexbox and Grid have finally hit their stride in overcoming the majority of obstacles in browser compatibility. We now have ultimately begun to take pleasure in all their prospects creating numerous layouts with out much problem. Nevertheless, whereas in some areas of net design sphere corresponding to web site creation things are getting better and better every day, in different areas that’s the creation of e mail newsletters things are stagnating. It looks like e-mail newsletters are nonetheless dwelling in the Center Ages – that is to say, in the 90s.

Indeed, making a easy HTML e mail publication could also be difficult, particularly for newbies. The primary stumbling block is a scarcity of compatibility in e-mail shoppers. Not only are mail consumer agents nonetheless restricted, however additionally they differ in help of numerous HTML subsets and CSS properties. This difference is drastic: while some packages are capable of help positioning from A to Z, others experience problems with dealing with the essential options like for instance max-width or border-radius. To make matters worse, the entire quantity of e mail shoppers is sort of vital. There’s a entire bulk of them in the wild. To fulfill all their requirements in addition to take note of all of the peculiarities, is almost inconceivable. Nevertheless, there’s hope.

The good news is that your advertising automation platform will make it easier to to cope with this matter. It’ll offer you some beneficial options and time-proven templates for building your subsequent e-mail publication. However, there’s one essential thing to think about. Each platform has its imaginative and prescient of solving this challenge. It signifies that every one sticks to its own set of rules. These rules are principally limitations that guide the customers via their path of building a legitimate e-mail publication. So before jumping into creating your next e-mail publication it’s essential familiarize yourself with them.

Limitations of HTML Emails in MailChimp

Since each advertising automation platform has its limitations, we are going to focus as we speak on one of the main suppliers on the market – MailChimp. It serves tens of millions of users and offers with billions of e mail newsletters monthly. It has an virtually twenty yr historical past. So there’s a massive probability that you’re one of its shoppers, or you may contemplate it as a future platform for automating your advertising routine and campaigns. So there are several helpful issues to know earlier than being to switch your concept onto a digital medium.

First issues first. Let’s discover out what parts you’re forbidden to use in your e mail publication. So don’t, beneath any circumstances, use in your e-mail publication such things as:

  • JavaScript.  Regardless that this programming language is extensively used for creating interactive parts in web sites and is properly enshrined in the online sphere, virtually all e mail shoppers tend to block it. As a script it’d pose a menace to the public.
  • iFrames. For a cause talked about above, iFrames are additionally extensively unsupported. Containing JavaScript code inside, they could deliver malicious content to the audience.. So no iframes in any respect.
  • Divs. As we’ve got mentioned at the start of the article, many packages that handle customers’ emails reside in the Middle Ages. Subsequently, some issues that we find trivial nowadays nonetheless could also be onerous for them to render appropriately. So, regardless that it might sound blatant, attempt to keep away from divs for laying out the content.
  • Flash. As a know-how for building interactive interfaces, it’s believed to have been lifeless for almost a decade. Developers keep away from it in the websites, and e mail newsletters are not any exceptions. Email shoppers block it, so let Flash relaxation in peace, no matter what.
  • Varieties. This can be a tough one. Whereas the standard type’s elements corresponding to inputs or checkboxes are displayed by most of the email shoppers with no hitch, the work of the “submit” button might cause issues. The submit button requires JavaScript to work correctly, but JavaScript is forbidden. So again, attempt to keep away from traditional types and choose in favour of various solutions.
  • Embedded Video and Audio. Like it or not, if your subscribers don’t use Apple Mail to open their emails, then all the embedded media, whether or not it is video or simple audio, gained’t work. The reason being easy: as a rule, e-mail shoppers do not help HTML5
  • Embedded CSS. Usually, e mail shoppers don’t help exterior stylesheets very similar to types in the section, so unfortunately embedded CSS types are a no-no. Although MailChimp lets you add them, nonetheless it is logical to avoid them in your e mail publication.

That’s not all: while we have now listed things that you need to by no means use in your e mail publication, some other things ought to be used with caution. Once once more as a consequence of lack of help, they will damage all the expertise, and no one needs that. Things to pay specific consideration earlier than using them inside your e mail publication are:

Customized net fonts

Very similar to in case of web site design, here you also have to exercise caution since custom fonts aren’t extensively supported both by browsers or e mail shoppers. The rule of thumb is to add an alternate font that can be found in each pc.

Additionally, the great factor is that many in style shoppers corresponding to Apple Mail and Android Mail four.2 help net fonts. The MailChimp provides you a chance to add numerous customized fonts, yet it gives some time-proven choices for replacing the custom net font in case it does not display appropriately.

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Background photographs

There are not any strict restrictions on using background photographs in MailChimp. You’ll be able to easily add a background image to e mail to every section and subsection. However, very similar to with customized net fonts, some e-mail shoppers block photographs while others simply don’t help them. What’s more, depending on the cellular e mail shoppers backgrounds can render in a different way. So, check the email to type out all the attainable issues.

Animated Gifs

Animated Gifs

It is the standard story. Whereas some e-mail shoppers completely help animated gifs making it an ideal various to amusing flash-based or JavaScript-based details, others deny its existence. MailChimp lets you add animated gifs on to e mail, regardless that it’s extremely beneficial to insert it into the e-mail publication straight from Giphy. This routine requires you to edit gifs by way of an editor.

Image map

There is a specific procedure to add picture maps into MailChimp newsletters. First of all, you want to create it outdoors the platform. After that, you must comply with a number of very important steps to ensure that your picture map gained’t break the final format and design.

So these are the restrictions of HTML e mail newsletters in Mailchimp. To make your life easier, we’ve got compiled a small listing of guidelines. Stick with them in order to create the e-mail publication that may work in the bulk of e-mail shoppers.

  • Use HTML table-based layouts and nested tables as an alternative of div-based layouts, flexbox, and grids.
  • Use inline CSS types as an alternative of exterior stylesheets and types in the top section.
  • Use normal fonts as an alternative of custom net fonts.
  • Insert gifs immediately from the Giphy as an alternative of utilizing flash or JavaScript.
  • Use easy polls or MailChimp survey integration as an alternative of HTML types.
  • Share links to movies and audios as an alternative of embedded media.
  • Final but not least, keep on with a great width for the format that is 440px. Nevertheless, in case you need greater than 600px is the most important measurement you possibly can afford.

Nevertheless, when you seek a neater approach of creating an e-mail publication, you’ll be able to all the time go for e mail template builders.

Email template builders as a legitimate various

Advertising automation platforms will not be the one life-savers with regards to creating an e-mail publication. You’ll be able to all the time attempt e-mail template builders that let you do the same thing. What’s extra, typically they have even more benefits over the advertising platforms. By comparison, Postcards.

Email template builder

Created with all those limitations in thoughts, Postcards gives dozens of hand-crafted and completely tested modules. Beginning with basic options for headers and ending with fashionable e-commerce blocks, the builder has it all. It signifies that you do not want to figure out tips on how to flip an unsightly desk format right into a “candy” on your own, Postcards will do all of the heavy lifting for you. All you want to do is to deal with the design by merely arranging and re-arranging blocks till you get your masterpiece.

One other massive benefit over the usual advertising platforms is that Postcards retains up with the tendencies. It signifies that one can find only the nifty stylistic decisions, trendy Google fonts and of course retina-ready graphics. The layouts are optimized for fashionable display resolutions beginning with the most important ones and ending with the smallest ones. And pre-made colour schemes are ones that you will by no means need to change since they perfectly blend into the nowadays realm.

Last but not least, all of the templates have been rigorously examined on the majority of e-mail shoppers, net browsers and cellular platforms. So you do not want to worry concerning the compatibility because the e mail publication will render perfectly properly in virtually every mail consumer agent.


Advertising automation providers and e mail template builders have their execs and cons. Each of them have their limitations, and both of them supply their ways of working across the obstacles. Select one that fits you most.