Smith JamesAn email template builder is a practical tool for creating marketing emails. Many available platforms claim to be easy to use, but selecting the wrong one can cause significant operational problems. These problems often include inconsistent branding, inefficient production workflows, and emails that do not display properly for all recipients.
We analyzed the major email template builders to identify their functional strengths and weaknesses. This review compares them against standard business requirements.
Our goal is to help you select a tool that works for your team’s specific workflow and technical skills. We focus on practical limitations and implementation problems that often only become clear after a company has already committed to a platform.
The 5 Key Factors to Consider When Choosing an Email Builder
We find that selecting the right email template builder requires a disciplined assessment of your specific requirements. Promises of simple operation and professional templates are standard, yet a platform’s functional constraints typically emerge post-implementation.
We suggest concentrating on five key areas to uncover these issues and ensure a tool aligns with your email marketing objectives.
1. Responsive & Compatibility
Many builders generate responsive code, but preview capabilities vary significantly. Basic tools may only offer simple mobile toggles rather than true device previews, and dark mode optimization is frequently an afterthought.
The most common limitation is inadequate email client testing, leaving you to discover rendering issues in Outlook or other clients only after export. Ensure the builder provides robust, client-specific preview options to avoid costly redesigns.
2. Reusable Elements & Design System
Most platforms offer basic block-saving, but few implement a true design system. Many lack element locking, permission controls, and centralized style guides. This makes it difficult to maintain brand consistency across a team.
Without these governance features, maintaining standards requires constant manual oversight and leads to version control issues.
3. Automation & Personalization
A significant gap exists between design tools and automation platforms. Many builders function only as design layers, offering basic merge tag support while relying entirely on external ESPs for actual personalization and triggers.
This creates workflow fragmentation where dynamic content cannot be properly tested within the builder itself. For complex automation, you may need to consider an all-in-one platform, accepting its potential design limitations.
4. Testing & Optimization
Most dedicated design tools lack native A/B testing and analytics, forcing you to export HTML and conduct optimization in separate systems. This separation creates significant delays in data-informed iteration.
Even platforms with testing features often limit experiments to basic elements like subject lines, lacking multivariate testing capabilities. The inability to connect design changes directly to performance data hinders effective optimization.
5. Localization & Accessibility
Multilingual support typically requires manual template duplication rather than centralized management, increasing workload and error potential for global campaigns. Accessibility features are particularly weak across most builders, with few offering contrast checkers, alt-text guidance, or compliance auditing.
Creating accessible, globally-appropriate emails often depends entirely on the user’s knowledge, with minimal platform assistance.
Our Top 8 Picks for HTML Email Template Builders (Reviewed)
Based on our evaluation, selecting an email builder requires matching each platform’s specific limitations to your team’s workflow. The leading tools we reviewed all involve trade-offs between ease of use and advanced features.
We have focused on their practical constraints to help you identify which tool’s shortcomings your team can most effectively manage.
1. Stripo.email
Stripo is an email design platform that functions as both a drag-and-drop and HTML editor for creating responsive email campaigns. It is categorized as email marketing and design software.
The company Stripo.email was established in 2017 with approximately 70 employees. It maintains user ratings of 4.9 out of 5 on Capterra, 4.9 out of 5 on Software Advice, and 4.4 out of 5 on Trustpilot.
The platform is used by finance teams, PR specialists, and affiliate managers to create various types of email content. It is designed for marketing teams, agencies, freelancers, and businesses of all sizes that require efficient production of professional emails. The tool accommodates both non-technical users and designers needing control over HTML and CSS code.
Key Features:
- Drag-and-drop and HTML/CSS editor;
- 1,600+ pre-built templates and modules;
- Mobile preview and dark mode testing;
- Interactive elements (carousels, accordions);
- Reusable blocks and brand style management;
- Export to 80+ email service providers;
- Team collaboration tools with permissions;
- A/B testing, analytics, and client previews;
- Multi-language and accessibility tools.
Responsive & Compatibility
The platform generates responsive HTML code for all designs. It provides a mobile preview function and a dark mode simulator to check the display. The system is built to minimize rendering issues across different email clients and devices.
Reusable Elements & Design System
Users can create and save custom modules and content blocks for repeated use. The system includes brand management tools to set standard fonts, colors, and assets. These features help maintain visual consistency across emails produced by different team members.
Automation & Personalization
The editor supports dynamic content that changes based on subscriber data. It integrates with external email service platforms where automation workflows and triggers are executed. The platform provides the template structure for personalized campaigns managed in other systems.
Testing & Optimization
A/B testing for subject lines and content can be configured when connected to an email service provider. The platform integrates with analytics tools and includes previews for checking rendering across multiple email clients before sending.
Localization & Accessibility
The tool includes functions for creating emails in multiple languages. It provides features to help meet accessibility standards, supporting compliance with regulations like WCAG.
2. Unlayer Studio
Unlayer Studio is a freemium, web-based email and page template builder that falls into the product category of DIY design and content creation tools. It is best for individual marketers, freelancers, and very small teams with basic needs and minimal budgets who require a simple, no-code solution for creating individual email templates.
Unlayer Studio was founded in 2017 and has a team of 11 to 50 employees. The platform is rated 4.4 out of 5 on G2 and has a perfect 5.0 out of 5 rating on Techimply.
Key Features:
- Drag-and-Drop Editor;
- Library of Pre-made Templates;
- Mobile-Responsive Design;
- Reusable Content Blocks;
- ESP Integration & Merge Tag Support;
- Basic Brand Management.
Responsive & Compatibility
Unlayer generates responsive code but offers limited testing tools. The mobile preview only resizes the design view and does not simulate actual devices. Dark mode styling is not supported, requiring manual color checks. The platform provides no advanced tools to identify rendering problems in clients like Outlook.
Reusable Elements & Design System
The features for reusable elements and brand management are basic. The design system only allows setting global colors and fonts. Users cannot lock modules or enforce detailed brand rules. This makes it difficult to maintain consistent branding, especially across multiple team members.
Automation & Personalization
The platform has no built-in automation. Personalization is limited to basic merge tags, with all data handling done by an external email service. Users cannot build or test automated workflows within Unlayer, requiring them to use separate systems for these functions.
Testing & Optimization
Unlayer does not include A/B testing or analytics. Testing is limited to visual previews without performance data. All campaign optimization must be done in another platform after exporting the HTML, separating the design process from performance analysis.
Localization & Accessibility
Managing multiple languages requires manually creating separate templates. The platform offers no accessibility tools or guidance for standards compliance. Users are fully responsible for implementing features like alt text and color contrast.
3. Beefree
BeeFree is a web-based, no-code tool for building HTML emails and basic landing pages. It is a DIY design and template tool intended for individual creators, freelancers, and small teams who need a simple, template-based solution for fast email creation without the cost of a full marketing platform.
Beefree was founded in 2014 and employs approximately 80 people. The platform is rated 4.8 out of 5 on Capterra and 4.2 out of 5 on Trustpilot.
Its function is limited to design and export, centered on a template library and drag-and-drop editor. It does not include features for list management, sending, automation, or analytics, requiring connection to external email service providers for these tasks and limiting its use for complex marketing.
Key Features:
- Drag-and-Drop Editor;
- 1,275+ Pre-built Email Templates;
- Mobile-Responsive Design & Preview;
- Reusable Content Blocks & Layouts;
- Basic Brand Asset Management;
- HTML Export to ESPs.
Responsive & Compatibility
BeeFree creates responsive code but has limited preview options. It offers a basic mobile view toggle and a dark mode simulator, but no way to test how designs appear in specific email clients like Outlook. Users often need to manually adjust the code after export to fix display issues.
Reusable Elements & Design System
The design system is basic. Users can save content blocks and set brand colors, but cannot lock elements or create an enforced style guide. This makes it difficult to ensure brand consistency across different team members without constant manual checks.
Automation & Personalization
The platform has no automation features. Personalization is limited to adding basic merge tags, with all data processing handled by an external email platform. Users cannot create or test automated email sequences within BeeFree.
Testing & Optimization
BeeFree does not include A/B testing or analytics. All performance testing must be done after exporting templates to another platform. This separation makes it difficult to use performance data to quickly improve email designs.
Localization & Accessibility
Creating emails in multiple languages requires manually copying and translating each template. The platform provides no tools to check accessibility requirements like color contrast or screen reader compatibility, placing full responsibility on the user.
4. Mailmodo
Mailmodo provides an all-in-one platform for email marketing. Its core function centers on a no-code editor for building and sending interactive AMP emails. This integrated system for email and campaign management suits marketing teams and e-commerce operations.
The company Mailmodo was established in 2020 with a team of around 60 employees. It maintains a user rating of 4.5 out of 5 on G2.
These users typically seek to boost conversions by employing interactive components such as forms, quizzes, and carousels from a single platform.
The platform combines email building, sending, and automation. A major limitation is its dependence on AMP technology, which is not fully supported by key email clients like Outlook and Apple Mail. This means the interactive features often fail to display for many recipients.
Key Features:
- No-Code Interactive AMP & HTML Email Builder;
- Pre-built Interactive Widgets (Polls, Quizzes, Carousels);
- Automation Workflows & Trigger-Based Campaigns;
- A/B Testing and Analytics;
- Library of 200+ Templates and 100+ Reusable Blocks.
Responsive & Compatibility
The platform’s responsive templates work, but its AMP interactive features have significant compatibility problems. Major email clients like Outlook do not support AMP, so the system must provide fallback HTML versions. This results in many recipients seeing a non-interactive email, which can reduce campaign effectiveness.
Reusable Elements & Design System
The system for reusable blocks and brand management works, but is not advanced. The focus on pre-built interactive widgets limits deep brand customization. Teams may not be able to apply a full style guide or create custom interactive elements, which can make campaigns look similar.
Automation & Personalization
Mailmodo includes automation, but it has fewer native integrations than larger platforms. Connecting other marketing tools can require custom development. Its AI personalization also depends on the data available from these limited integrations.
Testing & Optimization
A/B testing is available for basic elements like subject lines, but not for complex multivariate tests. Analytics data is kept within Mailmodo, making it difficult to combine with data from other marketing channels for a complete performance view.
Localization & Accessibility
Managing campaigns in multiple languages is possible, but inefficient. The platform lacks advanced translation management tools. For accessibility, the user is responsible for ensuring compliance, as AMP elements like carousels may not work properly with screen readers.
5. Chamaileon
Chamaileon is a collaborative email design and template management platform for marketing teams, design agencies, and in-house brand teams who need to maintain strict brand consistency.
The company Chamaileon was established in 2013 and has a small team of less than 25 people. Its software receives a 4.5/5 score on Capterra and a 4.3/5 on G2.
Its highly flexible, component-based editor allows for the creation of responsive email templates, though its advanced customization options can present a steeper learning curve for new users.
Key Features:
- Flexible drag-and-drop editor with nested structures;
- Mobile and desktop preview modes;
- Save, lock, and reuse branded modules;
- Shared team workspaces;
- Dynamic content via Handlebars/Mustache;
- Email client preview and export tools.
Responsive & Compatibility
The platform generates responsive code and provides mobile/desktop previews. However, its custom HTML engine can sometimes cause unexpected display issues in certain email clients.
These problems can be difficult to fix without technical expertise. The system handles Outlook compatibility, but this reflects the general challenge of email client fragmentation.
Reusable Elements & Design System
Setting up the reusable blocks and brand library requires significant initial effort and ongoing management. The system needs strict permission controls because the flexible editor allows users to change locked elements. Without active administration, brand consistency can be compromised.
Automation & Personalization
The platform only creates email templates; it does not run automation workflows. All personalization, segmentation, and sending depend on connections to external email and CRM platforms. Its functionality is limited by the capabilities of these other systems.
Testing & Optimization
There are no built-in tools for A/B testing or performance analytics. All testing and optimization must be done after exporting the HTML to a separate email platform. This separation between design and data analysis can slow down the process of improving email performance.
Localization & Accessibility
Creating multilingual emails or ensuring accessibility requires manual work on each template. The platform does not automate translation management or provide comprehensive accessibility checking, increasing the time and effort needed for global or compliant campaigns.
6. MailChimp
Mailchimp provides a complete email service platform with an integrated designer. This solution serves small and medium-sized businesses, entrepreneurs, and individual marketers.
Since its founding in 2001, Mailchimp has built an team of 800+ employees. The platform receives a 4.4/5 rating from users on G2.
The system combines campaign creation, distribution, and management functions. Its user-friendly drag-and-drop builder and extensive template library facilitate this integrated marketing approach.
Key Features:
- Drag-and-drop email builder with mobile-friendly templates;
- Basic reusable blocks and brand color/font settings;
- Automation workflows with triggers and dynamic content;
- Built-in audience segmentation and CRM;
- Basic A/B testing and performance analytics;
- Mobile preview and accessibility guidance.
Responsive & Compatibility
Mailchimp templates are responsive, but mobile editing options are limited. The mobile preview function offers minimal control for adjusting layouts. Creating designs that render perfectly across all email clients is difficult using only the built-in editor.
Reusable Elements & Design System
The system for reusing templates and blocks is basic. Users can save templates and set brand colors, but cannot lock elements or create a controlled component library. This can result in inconsistent branding when multiple people create emails.
Automation & Personalization
Advanced automation features require expensive plans. The platform’s personalization works best with its own CRM data, making it difficult to use with external CRMs. Integrating complex external data for personalization is not straightforward.
Testing & Optimization
Users cannot export HTML code for external testing. The built-in A/B testing only works for basic elements like subject lines, and the analytics provide limited data. Comprehensive testing and optimization are restricted to Mailchimp’s native capabilities.
Localization & Accessibility
Managing multiple languages requires manual work with merge tags and separate audience lists. The platform offers accessibility guidelines but no enforcement tools, placing full responsibility for compliance on the user.
7. Postcards
Postcards by Designmodo is a streamlined email template builder focused exclusively on rapid design and development. This product falls into the category of dedicated email design tools and is best suited for designers and developers who need to produce clean, responsive HTML email templates quickly for use in external marketing platforms.
Postcards was founded in 2010 and operates with a small team of 11-20 people. Despite its size, the platform is highly rated by users, holding a 4.7 out of 5 score on G2.
Key Features:
- Drag-and-drop builder with 100+ pre-designed content blocks;
- Responsive design with mobile preview toggle;
- Brand preset management for colors and fonts;
- Direct export to 34+ email marketing platforms;
- Template saving and reuse for future projects;
- Clean HTML export for client compatibility.
Responsive & Compatibility
While Postcards creates responsive emails and offers a mobile preview toggle, it lacks a built-in dark mode preview. This requires designers to manually test dark mode rendering in external clients, adding extra steps to the quality assurance process. Compatibility relies entirely on the exported HTML performing correctly in the final destination ESP.
Reusable Elements & Design System
The system of pre-made blocks and brand presets provides basic consistency but lacks enterprise-grade design system controls. There is no functionality for role-based permissions, locking elements to prevent edits, or managing complex design tokens.
This can lead to style drift if multiple team members use the blocks differently.
Automation & Personalization
Postcards functions solely as a design layer with no native automation, personalization, or trigger-based capabilities. All dynamic content and workflow functionality must be implemented after exporting templates to an external ESP. The tool does not support data merging or personalization tags within its editor.
Testing & Optimization
The platform provides basic preview and test email functionality but no built-in A/B testing, analytics, or performance optimization features. All testing beyond visual review must be handled through the connected email service provider after export, creating a disconnected workflow between design and optimization phases.
Localization & Accessibility
The platform also lacks any native accessibility features. While it generates clean HTML, it offers no automated compliance checking, contrast validation, or implementation guidance. This approach places the complete burden of accessibility verification and adherence on the designer’s expertise.
8. Mosaico
Mosaico is a free, open-source email template builder. It offers a drag-and-drop editor for generating responsive HTML emails. This self-hosted design tool primarily serves developers and technically oriented marketers. These users typically require a customizable, no-cost solution and accept the responsibility of self-hosting to maintain full data control.
Mosa.io may be a smaller player with a team under 25, but since its 2015 founding it has made a significant impact on its users. This is clearly reflected in the strong 4.3 out of 5 rating it maintains within the CiviCRM Community.
Key Features:
- Free and open-source with self-hosting capability;
- Drag-and-drop editor with basic content blocks;
- Automatic image resizing for responsiveness;
- HTML export for use with any email service provider;
- Block-by-block styling customization;
- Multi-language editor interface.
Responsive & Compatibility
Mosaico creates responsive templates but does not include a dark mode preview. Its testing tools for checking display across different email clients are limited. The platform provides minimal options for previewing designs on various devices before exporting.
Reusable Elements & Design System
The reusable elements system is basic, with few pre-designed blocks and no advanced design features. Users cannot lock elements, enforce brand rules, or build component libraries. The block editor is inflexible and does not allow rearranging elements within a block.
Automation & Personalization
The platform has no automation or personalization features. All dynamic content and automated workflows must be set up in external systems after exporting the HTML code. The editor does not support personalization tags or data merging.
Testing & Optimization
Mosaico’s functionality is limited to basic visual previews. The platform completely lacks integrated A/B testing, performance analytics, and optimization tool sets.
All substantive testing and analysis must therefore occur within separate systems after template export. This builder provides no native capabilities for performance tracking or data-driven iterative improvement.
Localization & Accessibility
While Mosaico’s editor interface supports multiple languages, it lacks dedicated functionality for developing multilingual content or administering multi-region campaigns.
The platform omits any automated accessibility auditing, including contrast ratio verification and compliance guidance. Consequently, designers must manually assume full responsibility for meeting all accessibility standards.
Conclusion
Selecting an email builder requires matching a platform’s limitations to your team’s capabilities. No single tool works for everyone; the right choice depends on which platform’s constraints best fit your workflow and technical needs.
Base your decision on your team’s specific requirements for collaboration, brand control, and functionality. Prioritize platforms that suit your actual processes over those with extensive features you may not use.
Test builders with your real templates and daily workflows. Focus on features that directly impact productivity and campaign results. The right tool should simplify email creation, not complicate it with unnecessary features or workarounds.
Of all the platforms reviewed, Stripo.Email provides the most complete solution. It combines a large template library, reliable integrations, and effective collaboration features. For most teams needing a balance of power and usability, Stripo is the strongest option available.