Limitations of email design: why it’s different from web design

Introduction

Email design is a critical component of any successful email marketing campaign, yet it comes with unique challenges that can frustrate even experienced marketers. Unlike web design, which benefits from modern coding standards and browser consistency, email design operates under far stricter limitations.

Understanding these limitations helps set realistic expectations and enables marketers to create visually appealing and functional email campaigns that render well across different email clients. In this article, we’ll explain why email design differs from web design, explore common constraints, and show how Xendy can help you navigate these challenges with ease.

Why email design is different from web design

Designing for email is not the same as designing for the web. While websites rely on modern web standards such as HTML5, CSS3, and JavaScript, email design still functions with outdated technology. Here’s why:

Display environments are varied

Emails are viewed on different devices, operating systems, and email clients like Gmail, Outlook, and Apple Mail. Each platform has its own rendering engine, meaning the same email can look completely different depending on where it’s opened.

Example:

• An email may appear perfectly formatted in Gmail but be distorted in Outlook due to different rendering engines.

Lack of standardization

Web browsers adhere to common web standards maintained by organizations like the W3C. However, email clients have no universal standards, creating inconsistency in how they display HTML and CSS.

Example:

• A website designed with CSS Grid will look the same on Chrome, Safari, and Firefox. In contrast, an email designed with CSS Grid may break in Outlook because it doesn’t support this feature.

Limited code support

Email clients only support a subset of HTML and CSS properties, ignoring advanced features such as JavaScript, CSS animations, and custom fonts. This makes modern web design techniques unusable in emails.

Example:

• Interactive features like sliders or expandable sections are common on websites but impossible in most email clients due to the lack of JavaScript support.

How Xendy helps

Xendy’s email editor is designed specifically for email marketing. It supports email-safe HTML and CSS only, ensuring maximum compatibility across major email clients. Our drag-and-drop builder automatically applies industry best practices, removing the need for complex coding.

Why email design is different from web design

Email design comes with unique challenges that make it fundamentally different from web design. While websites follow established web standards supported by modern browsers, email clients operate in a fragmented ecosystem with varying levels of support for HTML and CSS. Here’s why email design is different and how it affects your campaigns.

Display environments are diverse

Web design is optimized for standard web browsers like Chrome, Firefox, and Safari, which follow consistent rendering standards. In contrast, email design must work across a wide range of email clients such as Gmail, Outlook, Apple Mail, and even mobile apps, all of which interpret code differently.

Why this matters:

• The same email may look perfect in Gmail but display poorly in Outlook.
• Mobile and desktop email apps render layouts differently, adding complexity.

How to cope:

• Design emails with simplicity in mind.
• Test emails on multiple platforms before sending.

No universal standards

Web browsers rely on globally accepted web standards like HTML5 and CSS3. Unfortunately, email clients don’t adhere to these same standards, causing inconsistent support for features like CSS animations, media queries, and even fonts.

Why this matters:

• Modern web design features like responsive grids may work in a browser but break in an email client.
• Email developers must rely on outdated coding techniques such as tables.

How to cope:

• Use basic, email-safe HTML and CSS.
• Stick to proven design techniques like inline styles and table-based layouts.

Limited code support

Email clients only support a restricted set of HTML and CSS features. Interactive components such as JavaScript, CSS animations, and custom web fonts are often blocked. This limits email designers to static layouts with minimal interactivity.

Why this matters:

• Emails can’t include advanced elements like dropdown menus, pop-ups, or interactive carousels.
• Dynamic effects must be replaced with static alternatives like GIFs or simple animations.

How to cope:

• Use visually engaging images and GIFs.
• Focus on compelling text and clear calls-to-action (CTAs).

How Xendy helps:

• Xendy’s email editor simplifies the entire process by applying email-safe coding standards automatically. Here’s how Xendy helps you overcome these challenges:
• Email-safe HTML & CSS: Xendy only supports code that works universally across email clients.
• Pre-designed templates: Use templates optimized for compatibility, reducing the need for custom coding.
• Live previews: See exactly how your email will look on mobile, tablet, and desktop screens.

Common limitations of email design and how to cope with them

Email design comes with specific technical limitations that can complicate creating visually appealing campaigns. Understanding these challenges helps marketers set realistic expectations and build better email designs. Here are the most common limitations and how to overcome them—along with how Xendy makes the process easier.

Limited CSS support

The challenge:
Unlike web browsers, many email clients support only basic CSS properties. Advanced CSS features like flexbox, CSS grid, and animations are often ignored.

Why it matters:

• Modern web layouts can’t be directly translated to email design.
• Emails require inline CSS, which can be time-consuming to apply.

How to cope:

• Use inline CSS for maximum compatibility.
• Stick to basic styles like padding, margins, and fonts.

How Xendy helps:

• Xendy automatically inlines CSS, ensuring compatibility zonder manual coding.

Table-based layouts are mandatory

The challenge:
Email clients still rely heavily on table-based layouts due to inconsistent CSS rendering.

Why it matters:

• Using tables can make email development complex and time-consuming.
• Designers must carefully manage padding, spacing, and nesting for proper layout rendering.

How to cope:

• Build layouts using HTML tables for structure.
• Test emails frequently to ensure visual consistency.

How Xendy helps:

• Xendy’s drag-and-drop editor uses pre-coded table structures, so you don’t have to code tables manually.

Inconsistent rendering across email clients

The challenge:
Email clients render HTML and CSS differently. What looks great in Gmail may break in Outlook.

Why it matters:

• Design inconsistencies can harm your brand’s professional appearance.
• Email testing becomes essential before every campaign launch.

How to cope:

• Test emails on multiple platforms like Gmail, Outlook, and Apple Mail.
• Use email preview tools to spot rendering issues early.

How Xendy helps:

• Xendy includes live previews for desktop, tablet, and mobile views, ensuring emails look good across major email clients.

Limited font options

The challenge:
Custom fonts are not universally supported in email clients, forcing designers to stick with web-safe fonts.

Why it matters:

• Emails may lose visual appeal without branded fonts.
• Inconsistent typography across devices can affect readability.

How to cope:

• Use standard fonts like Arial, Times New Roman, and Verdana.
• Set fallback fonts in your email code.

How Xendy helps:

• Xendy’s email editor includes built-in web-safe fonts with automatic fallback settings.

No JavaScript or advanced interactivity

The challenge:
JavaScript is disabled in almost all email clients due to security concerns, making interactivity difficult.

Why it matters:

• Features like dropdown menus, interactive forms, and real-time updates are impossible.
• Static emails may reduce user engagement.

How to cope:

• Use GIFs, static images, and well-designed CTAs to simulate interactivity.
• Try AMP for Email (supported by Gmail and a few others) if advanced features are essential.

How Xendy helps:

• Xendy supports animated GIFs, clickable buttons, and static interactive elements.

Image blocking by default

The challenge:
Many email clients block images by default until recipients enable them.

Why it matters:

• Key messages in image-only emails may be missed.
• Emails relying too heavily on visuals risk poor engagement.

How to cope:

• Use descriptive alt text for all images.
• Include text-based CTAs and important content outside of images.

How Xendy helps:

• Xendy automatically prompts you to add alt text for every image to enhance accessibility.

Email file size restrictions

The challenge:
Emails with large file sizes may be clipped or fail to reach the inbox entirely.

Why it matters:

• Large images, videos, and excessive content increase email size.
• Emails that exceed 100KB may be truncated, especially in Gmail.

How to cope:

• Compress images and avoid embedding large videos.
• Keep email content concise and action-driven.

How Xendy helps:

• Xendy compresses uploaded images automatically and tracks file sizes during email creation.

Limited media query support

The challenge:
Media queries for responsive design don’t work in all email clients, particularly Outlook.

Why it matters:

• Inconsistent mobile rendering can hurt the user experience.
• Email designs may break on smaller screens if not built correctly.

How to cope:

• Use mobile-first design principles.
• Stick to single-column layouts for better responsiveness.

How Xendy helps:

• Xendy’s email templates are fully responsive and optimized for mobile, reducing the need for custom media queries.

Why these limitations exist

The limitations of email design may seem outdated, especially compared to modern web design. However, there are several reasons why these constraints exist and persist in the email marketing world. Understanding these reasons can help set the right expectations and improve your email design process.

Security considerations

Why it matters:
Email clients prioritize security to protect users from spam, phishing attacks, and malware. This strict approach limits the types of code that can run within emails.

Examples:

• JavaScript is disabled: This prevents malicious scripts from running.
• Image blocking: Many email clients block images by default to protect users from tracking pixels or harmful content.

How Xendy helps:

• Xendy follows email industry standards by disabling risky features like JavaScript. It ensures emails remain secure while allowing interactive alternatives like GIFs and clickable buttons.

Compatibility concerns

Why it matters:
Unlike web browsers, email clients are built on different platforms, each with its own rendering engine. Many email clients still support legacy technologies for compatibility with older systems.

Examples:

• Outlook uses Microsoft Word as its rendering engine: This creates significant design challenges because it doesn’t support modern CSS.
• Gmail and Yahoo Mail follow different rendering standards: What works in Gmail might break in Yahoo Mail.

How Xendy helps:

• Xendy’s templates are pre-tested for compatibility with major email clients, reducing the need for manual troubleshooting.

Industry standards lag behind web development

Why it matters:
While web browsers regularly update to support the latest HTML, CSS, and JavaScript standards, email clients tend to lag behind. This slow adoption keeps email design stuck in the past.

Examples:

• Delayed CSS updates: Some email clients still don’t support common CSS properties like position: fixed;, background-size: cover;, or flexbox.
• Outdated email rendering engines: Older platforms like Outlook 2007 and 2010 are still widely used, forcing developers to code for outdated standards.

How Xendy helps:

• Xendy automatically uses email-safe HTML and CSS only, ensuring compatibility without relying on unsupported web features.

Diverse user preferences and platforms

Why it matters:
Unlike websites, which are accessed through a few major browsers, emails are read on dozens of platforms, devices, and apps. This diversity makes it nearly impossible to design a single email that looks perfect everywhere.

Examples:

• Mobile vs. desktop rendering: Mobile apps use different rendering engines compared to desktop versions.
• Light and dark modes: Some email clients now support dark mode, which can cause unexpected design issues.

How Xendy helps:

• Xendy’s email editor uses responsive design techniques, ensuring that emails adjust automatically to different devices and screen sizes.

Email is primarily a communication tool

Why it matters:
Unlike websites, which are meant for dynamic content and interactive experiences, emails were originally designed as simple text-based communication tools. Over time, email design evolved to support more complex features, but many legacy restrictions still apply.

Examples:

• Emails were text-only at first: HTML support came later, with limited features compared to modern web standards.
• Email clients prioritize text and security over design: This results in limited design flexibility.

How Xendy helps:

• Xendy balances simplicity and visual appeal by offering drag-and-drop modules that combine text, images, and CTAs in a clean, accessible layout.

How to overcome email design limitations

Despite the constraints of email design, there are practical ways to create visually appealing and effective email campaigns. By following best practices and leveraging the right tools, marketers can overcome email design limitations while ensuring their messages reach recipients as intended.

Use a modular design approach

Why it works:
Modular design allows you to build emails using reusable content blocks. This simplifies the design process while ensuring layout consistency across campaigns.

Best practices:

• Create separate sections for headers, body content, and footers.
• Use repeating content blocks for product listings, testimonials, or promotions.

How Xendy helps:

• Xendy’s drag-and-drop editor is built on a modular design system. Users can save and reuse custom-designed content blocks to streamline future email creation.

Follow email-specific coding best practices

Why it works:
Sticking to email-safe HTML and CSS helps avoid rendering issues caused by unsupported properties.

Best practices:

• Use inline CSS for styles like font size, color, and margins.
• Stick to email-friendly fonts like Arial, Helvetica, and Times New Roman.
• Avoid complex layouts—use simple table-based structures instead.

How Xendy helps:

• Xendy automatically inlines CSS and generates email-safe code, ensuring maximum compatibility across all major email clients.

Use mobile-first design

Why it works:
Over 60% of emails are opened on mobile devices. Mobile-first design ensures your emails are easy to read and interact with on smaller screens.

Best practices:

• Design emails with a single-column layout for better mobile readability.
• Use large, tappable buttons voor CTAs.
• Keep text short and scannable, using bullet points and headings.

How Xendy helps:

• Xendy’s email templates are mobile-responsive by default, eliminating the need for manual adjustments.

Optimize images and file sizes

Why it works:
Images add visual appeal but can slow down email loading times or cause emails to be clipped if file sizes are too large.

Best practices:

• Compress images before uploading them.
• Use image formats like JPEG and PNG for compatibility.
• Include descriptive alt text for all images.

How Xendy helps:

• Xendy compresses images automatically and prompts users to add alt text for better accessibility.

Create a clear visual hierarchy

Why it works:
Emails with a clear structure are easier to read, keeping recipients engaged. A well-defined hierarchy guides users from the main message to the call-to-action (CTA).

Best practices:

• Use headers and subheaders to separate sections.
• Highlight key messages with bold text or contrasting colors.
• Keep the CTA prominent with a clear, clickable button.

How Xendy helps:

• Xendy’s pre-designed templates include professionally designed layouts with clear visual hierarchies, helping users create visually engaging emails without design experience.

Test before sending

Why it works:
Testing ensures your email looks great across different email clients, browsers, and devices. This helps identify and fix rendering issues before sending your campaign.

Best practices:

• Preview emails on desktop, tablet, and mobile views.
• Send test emails to multiple accounts in Gmail, Outlook, and Apple Mail.
• Use third-party testing platforms like Litmus or Email on Acid for advanced previews.

How Xendy helps:

• Xendy includes live previews for desktop, tablet, and mobile views, allowing you to see exactly how your email will appear to recipients.

Personalize content and use dynamic elements

Why it works:
Personalized emails increase engagement and reduce the risk of unsubscribes. Even with limited interactivity, dynamic elements can create a personalized experience.

Best practices:

• Use the recipient’s name in the subject line or greeting.
• Include personalized product recommendations or offers.
• Use GIFs, countdown timers, or other dynamic elements for visual appeal.

How Xendy helps:

• Xendy supports personalized email campaigns through dynamic content blocks and custom merge tags like {FirstName}.

Stick to simple and clean designs

Why it works:
Minimalist designs are not only visually appealing but also reduce compatibility issues caused by complex layouts.

Best practices:

• Use a clean, single-column layout.
• Avoid too many images or distracting animations.
• Focus on one primary message or promotion per email.

How Xendy helps:

• Xendy’s professionally designed templates follow a clean, modern design approach, helping marketers focus on content while ensuring aesthetic appeal.

Frequently asked questions