Email import methods explained: Which one should you choose?

Imagine that you need to recreate an email based on an example a client sent you. Or perhaps you received a newsletter from a brand and thought, “This is a great idea. I could adapt it to fit our brand.” You might also have an HTML email created in another ESP (email service provider) that you want to reuse rather than rebuild.

Whatever the situation, the goal is the same: Get that email into Stripo and start editing as quickly as possible. Nobody wants to spend time looking for an HTML file or, even worse, rebuilding an email that already exists.

There is more than one way to get an email into an editor. Which one works best depends on what you already have.

Available email import methods 

Each method has its own strengths and limitations:

• Import via email

With this method, you forward an email to your project’s unique import address. The email is then converted into an editable template inside the editor. The original design and HTML structure are preserved, so you can continue working on the email instead of recreating it. You don’t need any technical knowledge or access to the original HTML file.

One important note concerns copyright and intellectual property. If you import a newsletter created by another company, treat it as a source of inspiration rather than something to copy. Add your own branding, rewrite the copy, replace the images, and update the links, so the final email is clearly your own. 

• Import an HTML/MJML file or code

Importing HTML or MJML is still the most common approach. It is much faster than building an email from scratch, although it assumes that you are comfortable working with email code. Some editors have limitations when importing background images, dividers, or navigation menus, and custom fonts often need additional configuration.

Images are usually not uploaded during import. Instead, they continue to reference the original URLs defined in the HTML. The exact behavior varies between editors, so it is worth checking how your tool handles imported assets. Dynamic content and merge tags are also better added after import. 

If you already have the source file and feel comfortable working with an email editor, this method is a solid choice. Most editors complete the import in a few steps. In most cases, you can import an HTML file or paste HTML code, although file size limits often apply.

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One thing to keep in mind is that most email editors offer this feature only on paid plans, and the number of available imports may depend on your subscription.

• Import a ZIP file

If you are migrating to a new editor or importing many emails at once, a ZIP archive is often the best option. Instead of repeating the same import process for every email, you package everything into a single archive and import it in one go. 

Another advantage is that the images are imported together with the email, so there is no need to locate and upload them separately afterward.

• Import screenshots

Some email editors let you import screenshots, which AI then converts into editable templates. In addition to HTML, they usually accept image formats, such as PNG, JPG, JPEG, WEBP, and GIF, with a file size limit per image. This capability is typically available only on paid plans.

The generated template is editable, and if the first version is not accurate enough, you can generate another one. However, there are still limitations. Features such as rounded corners, custom fonts, background gradients, overlapping elements, and some module styles may not be reproduced correctly.

Importing from a screenshot and importing from an HTML file produce different results. It is much harder to extract links from an image, and alt text is almost impossible to recover. AI has to reconstruct those elements from the image, so the output always needs careful review. Check the copy and links before using the imported template.

More and more email editors now use AI to power their import features. This means the market is gradually moving away from treating import as a free utility and toward treating it as a paid AI feature.

• Import through ESP integration

If you regularly transfer emails from your email builder to your ESP, there is no need to rely on manual copy-and-paste. Most email builders offer integrations with different ESPs. Stripo supports more than 90 ESP and email client integrations. 

The initial setup is quick, and it can save you time and effort in the future. Once the integration is configured, importing emails takes only a few clicks. The exact workflow depends on the email builder and ESP you use, but the process is typically straightforward.

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When HTML import works and when it doesn’t 

There are many situations in which importing an HTML file is exactly what you need to solve a specific problem.

When HTML is the better option:

• you need maximum accuracy. The HTML file is the source, so you can work directly with it;
• you have a ZIP archive with local images. This ensures that the images belong to the email instead of being hosted on someone else’s server;
• you are migrating hundreds of templates. This type of migration is much more practical with HTML or ZIP files than by forwarding every email individually.

When HTML isn’t the right option:

• the HTML file is unavailable. A colleague or client sent you the email, and that is all you have. Or access to the previous ESP is gone because the contract ended or credentials were never handed over. The email was sent a year ago, the developer who built it has left the company, and nobody knows where the source file is;
• the HTML file exists, but getting it is a project on its own. Someone without a technical background may not know where to find it or how to export it;
• the HTML file may not match the email that was actually sent. A file stored on a computer doesn’t guarantee that it is the final version. The email in your inbox is proof of what subscribers actually received;
• importing via email is easier and faster. In many situations, getting the email into the editor in the quickest possible way is what matters most.

How it will work in Stripo

Stripo already supports design import from HTML and MJML files or code. You can learn more about how this process works in our article on importing designs from HTML or MJML.

Now, importing designs will become even easier. In addition to importing HTML files or code, you will be able to forward an email directly from your inbox to your workspace's import address. The address is a random string with no account details, so it cannot be guessed or worked out from the outside.

The entire process will take a few minutes and only two steps. Once imported, the email becomes immediately available for editing.

Another advantage of this feature is clear error explanations. If an import fails, Stripo explains why. For example, the recipient will get a message if limits are exceeded or the file format cannot be recognized. This makes it easy to understand the issue and to try a different import method if needed.

Importing an email means that a large part of the work is already done. The next step is editing and fine-tuning the email until it is ready to be sent. Even if the imported email requires only minor changes, there are still a few important checks to complete. 

Stripo provides a set of tools that help you finalize the email with confidence:

1. URL Testing checks that all links in the imported email work correctly and point to the intended destinations before you send the campaign.
2. Accessibility Checker identifies accessibility issues, such as missing alt text or insufficient color contrast, making the imported email more inclusive and compliant with accessibility best practices.
3. Spam Checker analyzes the email for common spam triggers and deliverability issues, helping to improve the chances of reaching subscribers’ inboxes rather than the spam folder.

Wrapping up

The best import method depends on your specific use case and the assets you have available. If you have the original HTML file, work with it. If the email in your inbox is all you have, forwarding it may be the simplest option.

Whichever import method you choose, always check the parts that are most likely to cause issues, especially images and links.

When choosing an email editor, look beyond its design capabilities. Pay attention to the import options it offers and which of them are included in your pricing plan.