What an email builder does, and why developers use one
An email builder is a tool that lets you write and test HTML emails without coding them by hand. You drag components onto a canvas, set colors and fonts, add images and buttons, and the tool generates the HTML code underneath. Developers use email builders because email clients (Gmail, Outlook, Apple Mail) render HTML differently than web browsers do — what looks right in Chrome often breaks in Outlook — and building emails by hand means testing in dozens of clients to catch those breaks.
Email builders fall into two categories: standalone tools where you design and export the code, and platform-based builders that are part of a larger email service. Standalone builders are better if you want to own the code and drop it into your own system. Platform builders are better if you want to send the email directly from the tool and track opens and clicks without writing backend code yourself.
Key Takeaways
- Standalone builders like MJML and Stripo let you design emails and export clean HTML code to use anywhere, while platform builders like Mailchimp and ConvertKit send emails for you and track performance.
- MJML is free and command-line based, best for developers who want to write responsive emails in a markup language rather than drag components.
- Stripo and Dyspatch are visual builders with free tiers that export code, letting you design without coding but still own the final HTML.
- Mailchimp and ConvertKit are full email platforms — you design, send, and track all in one place, but you pay per contact and cannot easily move your code elsewhere.
- Test your emails in real clients before sending: most builders show previews, but Gmail and Outlook still render some CSS differently than the preview does.
MJML: markup-based email for developers who code
MJML (Mailjet Markup Language) is free and open-source. You write email structure in a straightforward markup syntax — similar to HTML but with tags designed specifically for email — and MJML compiles it into responsive HTML that works across clients. You use it from the command line or through a web editor at mjml.io.
MJML is the right choice if you are comfortable writing code and want to version-control your emails alongside your website code. You can store templates in Git, automate email generation with scripts, and integrate emails into your process's backend. The learning curve is real — you need to understand the MJML tag structure — but once you do, you can build emails faster than dragging in a visual builder.
The downside: MJML has no visual preview while you write, so you are working from syntax and mental models. You compile and check the output in a browser or email client. If you prefer to see what you are building as you build it, a visual tool will feel faster.
Stripo and Dyspatch: visual builders that export code
Stripo and Dyspatch are both visual drag-and-drop builders with free tiers. You design emails on a canvas, and both tools export clean, responsive HTML that you can drop into your own system or email service. Neither one locks you into their platform — you own the code.
Stripo's free tier includes unlimited templates and exports, but limits you to one user and removes some advanced features like AMP for Email. Dyspatch's free tier is more limited — you get a few templates and exports per month — but both tools are intuitive enough that a developer without design experience can build a professional-looking email in 20 minutes.
The difference between them is subtle. Stripo has slightly more component options and better documentation for developers. Dyspatch integrates more smoothly with email platforms like Klaviyo and Mailchimp if you want to design in Dyspatch and send through those services. If you are exporting code to use on your own, either one works; pick based on which interface feels more natural to you.
Mailchimp and ConvertKit: platforms that handle sending and tracking
Mailchimp and ConvertKit are email service providers with built-in builders. You design an email, send it to your contact list, and the platform tracks opens, clicks, and bounces. You do not export code — the platform sends the email for you.
Mailchimp is free up to 500 contacts and includes a basic visual builder, automation, and segmentation. ConvertKit is paid-only (starting around $25 per month) but is built for creators and writers; it has better template design and simpler workflows than Mailchimp. Both platforms handle list management, unsubscribe compliance, and bounce handling, so you do not have to build that yourself.
The trade-off: you are locked into their sending infrastructure and cannot easily export your email list or templates to another service. If you want to move to a different platform later, you can export your contacts but not your designed emails. For small projects or newsletters, this is fine. For a business where email is critical, owning your code and infrastructure matters more.
Comparing standalone builders to platform builders
| Tool | Type | Cost | Best for | Export code? |
|---|---|---|---|---|
| MJML | Markup-based | Free | Developers who code | Yes |
| Stripo | Visual builder | Free tier available | Exporting code to your own system | Yes |
| Dyspatch | Visual builder | Free tier available | Exporting code or integrating with platforms | Yes |
| Mailchimp | Email platform | Free up to 500 contacts | Small newsletters and automation | No |
| ConvertKit | Email platform | Paid ($25+/month) | Creators and writers | No |
How to test emails before sending
Every email builder includes a preview, but previews do not catch all rendering bugs. Gmail strips some CSS, Outlook uses Word's rendering engine (which is old and quirky), and Apple Mail handles media queries differently than browsers do. The only way to know if an email actually works is to send a test to real accounts in those clients.
Most builders let you send a test email to your own inbox. Do that in Gmail, Outlook, Apple Mail, and mobile clients (Gmail app, Outlook app, Apple Mail on iPhone). If you see layout shifts, missing images, or broken buttons, go back and adjust. Many rendering issues come from fixed widths, unsupported CSS properties, or images that are too large. Email clients are more forgiving of semantic HTML mistakes than they are of CSS, so keep styles straightforward.
If you are sending to a large list, consider using a service like Litmus or Email on Acid, which test your email in 70+ client versions automatically. These are paid services (Litmus starts around $50 per month), but they catch edge cases that manual testing misses. For small sends, manual testing in the major clients is enough.
Picking the right builder for your workflow
If you are building emails as part of a larger web process — transactional emails, password resets, order confirmations — use MJML or a standalone builder. You want the code in your codebase, version-controlled and testable alongside your other code. MJML is the fastest path if you are comfortable with markup; Stripo or Dyspatch if you prefer visual design.
If you are sending marketing emails or newsletters and do not need to own the code, a platform builder like Mailchimp or ConvertKit is simpler. You design once, send to your list, and the platform handles delivery and tracking. You trade flexibility for simplicity.
If you are unsure, start with Stripo's free tier. You can design and export code, see how the workflow feels, and decide whether you want to move to a platform or stick with code-based tools. The export means you are not locked in while you learn.
Frequently Asked Questions
Can I use a regular HTML editor to build emails?
Technically yes, but email clients do not support the same CSS and HTML that browsers do. You would spend hours testing and fixing rendering bugs that an email builder prevents. Email builders exist because email is a different medium than the web.
Do I need to know HTML to use Stripo or Dyspatch?
No. Both tools are visual — you drag components and set properties in a UI. You can export the HTML code they generate, but you do not need to write or understand it to use the builder.
What happens to my emails if I stop paying for Mailchimp or ConvertKit?
You can export your contact list as a CSV file, but your designed email templates stay in their system. You cannot read the HTML of emails you designed in their builder. This is why code-based builders matter if email is central to your business.
Can I use the same email template across multiple platforms?
If you export HTML from Stripo or Dyspatch, you can paste that code into any email platform that accepts raw HTML. If you design in Mailchimp, you cannot easily move that template to ConvertKit or another service.
Which builder is fastest for someone new to email design?
Stripo or Dyspatch. Both have intuitive interfaces and pre-built components. You can build a working email in 15 to 20 minutes without any design or coding experience. MJML has a steeper learning curve; Mailchimp and ConvertKit are fast but lock you into their platform.