What are WYSIWYG email systems?

When it comes to creating visually appealing and engaging emails, marketers often need to balance the need for eye-catching designs with the complexity of coding and technical requirements. WYSIWYG email systems (What You See Is What You Get) have revolutionized the email marketing world by providing marketers with an intuitive, code-free way to design emails. 

These systems allow users to create emails by simply dragging and dropping elements into place, without having to worry about writing or understanding complex HTML code. As a result, WYSIWYG email systems have become an essential tool in the toolkit of many email marketers and businesses.

In this glossary entry, we will dive into the definition of WYSIWYG email systems, how they are used in marketing, the types available, real-world examples, and why they’ve become so popular in the marketing industry.

Definition of WYSIWYG email systems in marketing

A WYSIWYG email system is a software tool that allows users to design and build emails visually, without requiring knowledge of coding or HTML. WYSIWYG stands for "What You See Is What You Get," meaning that the design of the email in the editor is exactly how it will appear in the recipient's inbox. These email systems provide a graphical interface that lets users drag and drop elements like text, images, buttons, and videos into their emails, adjusting their appearance as needed.

The key benefit of WYSIWYG email systems is the ability to create well-designed, professional-looking emails without the technical expertise typically required for coding. They simplify the process of building emails by enabling marketers to focus on creative aspects, such as content, layout, and design, while leaving the code generation to the system.

Unlike traditional email editors, which might require extensive HTML coding to format an email properly, WYSIWYG email systems ensure that all the styling, layout, and formatting are handled automatically. The result is a user-friendly tool that allows for high-quality email creation, even for non-technical users.

How WYSIWYG email systems are used in marketing

WYSIWYG email systems are a central tool in modern email marketing. Marketers use these systems to create visually compelling and responsive email campaigns that can be personalized to a large audience. 

Here are some of the key ways these systems are used in marketing:

1. Designing custom templates: One of the most common uses of WYSIWYG email systems is to design custom email templates. These templates serve as the foundation for future campaigns, enabling marketers to maintain brand consistency while saving time. WYSIWYG systems provide pre-built templates that can be easily customized, allowing users to tweak designs to match the specific goals of each campaign.
2. Creating personalized campaigns: Personalization is essential in email marketing, and WYSIWYG email systems make it easy to incorporate personalized content. These systems often allow users to insert dynamic content blocks based on customer data, like their name, location, or previous purchase history. This level of customization helps brands connect with their audience more effectively.
3. Responsive design: A key feature of WYSIWYG email systems is their ability to create responsive emails. This means the emails automatically adjust to display properly on various devices, from desktops to mobile phones. With mobile email usage increasing globally, it’s critical that marketers ensure their emails are optimized for every screen size. WYSIWYG systems take care of the responsiveness of the design, ensuring the layout adapts without the need for manual adjustments.
4. A/B testing and optimization: Many WYSIWYG email systems offer built-in A/B testing features, allowing marketers to experiment with different versions of an email. Marketers can test variations of images, copy, call-to-action buttons, and layouts, then measure performance to determine which elements lead to higher engagement and conversions. This makes WYSIWYG systems an invaluable tool for continuous optimization of email marketing campaigns.
5. Automating workflows: Email marketing automation is another area where WYSIWYG email systems shine. Many platforms allow marketers to set up automated workflows for campaigns like welcome emails, abandoned cart reminders, or post-purchase follow-ups. These workflows can be built visually within the system, and the emails are sent automatically based on user behavior, saving time while maintaining a personal touch.

Types of WYSIWYG email systems in marketing

There are several types of WYSIWYG email systems available, each catering to different needs in the marketing landscape. 

Let’s explore some of the most popular types:

1. Drag-and-drop email builders: These are the most common WYSIWYG email systems, offering a simple, user-friendly interface for creating emails. Marketers can drag and drop various elements, like text blocks, images, buttons, and dividers, into predefined sections of the email layout. This type of system is best for marketers who want a quick and efficient way to design emails without diving into the technical details of coding. 
2. Template-based editors: These WYSIWYG systems come with a library of pre-designed email templates. Users can choose a template, customize it with their content, and then send it to their audience. While these systems provide more structure, they are also more efficient in terms of setup time, making them ideal for businesses that need to create emails quickly.
3. Email marketing platforms with WYSIWYG editors: Some email marketing platforms integrate WYSIWYG editors into their comprehensive email marketing solutions. These platforms not only allow marketers to create emails but also offer features like email list management, segmentation, and campaign analytics. These systems are typically more robust and are suited for larger organizations or teams. Examples include HubSpot, Salesforce Marketing Cloud, and ActiveCampaign.
4. Responsive email builders: These WYSIWYG systems are designed specifically to create responsive email templates that look great on any device, from desktop computers to smartphones. Marketers can visually design emails while ensuring that they will render correctly across multiple devices. 
5. Code editors with WYSIWYG interface: Some WYSIWYG email systems combine a code editor with a drag-and-drop interface. This allows marketers to design emails visually while still offering the flexibility to dive into the code for more advanced customization. These systems are perfect for marketers who need more control over their designs but still want the ease of a WYSIWYG editor. 

Examples of WYSIWYG email systems in marketing

Several well-known WYSIWYG email systems have made their mark in the email marketing world by offering easy-to-use features and powerful capabilities. 

Below are some popular examples:

1. Stripo provides a robust WYSIWYG email builder with advanced features like HTML code editing, dynamic content blocks, and a vast library of pre-built templates. It also ensures that emails are mobile-responsive and allows for collaboration between teams. Stripo is an excellent choice for both small businesses and enterprise-level organizations
2. Mailchimp is one of the most widely used WYSIWYG email systems. It offers a drag-and-drop email builder with a variety of templates and customization options. Its user-friendly interface makes it a great choice for businesses of all sizes. Additionally, Mailchimp provides analytics and A/B testing tools, allowing marketers to optimize their email campaigns based on performance.
3. Constant Contact is another popular WYSIWYG email marketing platform known for its simple drag-and-drop builder. It’s particularly well-suited for small businesses and entrepreneurs who want to create professional-looking emails quickly and without needing to know HTML. Constant Contact also offers integrations with other marketing tools, such as social media platforms and CRM systems.
4. HubSpot’s email marketing platform includes a powerful WYSIWYG editor, which allows users to design emails with ease. HubSpot also offers tools for list management, customer segmentation, and automation, making it ideal for marketers looking for an all-in-one email marketing solution.
5. ActiveCampaign offers a drag-and-drop email builder with a focus on automation and personalization. This platform allows marketers to design and send targeted email campaigns based on customer behavior, making it perfect for businesses looking to build more personalized and effective email marketing strategies.

Wrapping up

WYSIWYG email systems have fundamentally changed how marketers design and execute email campaigns. By offering an intuitive, code-free interface, these systems allow marketers to focus on creating visually engaging emails and building meaningful relationships with their audience. 

Whether you're a beginner or an experienced marketer, WYSIWYG systems offer the tools you need to create responsive, personalized, and high-converting emails. From drag-and-drop builders to advanced email marketing platforms, WYSIWYG email systems have become an essential tool in the modern marketer's toolkit, streamlining the process of email creation and delivering better results.