Definition
A WYSIWYG (What You See Is What You Get) editor is a visual interface for building email layouts without manual HTML coding. Users can drag and drop content blocks — images, text, buttons, dividers, spacers — and see the result in real time, closely matching what recipients will see in their inbox.
Most modern ESPs include a WYSIWYG editor as their primary email creation tool. While convenient, WYSIWYG editors can produce bloated or inconsistent HTML across email clients. Experienced email marketers often use WYSIWYG editors for rapid prototyping and then fine-tune the underlying HTML for production sends.
WYSIWYG vs HTML Coding
| Factor | WYSIWYG Editor | HTML Coding |
|---|---|---|
| Speed | Fast — drag and drop | Slow — manual coding |
| Skill required | None | HTML/CSS knowledge |
| Output quality | Variable, can be bloated | Clean, optimised code |
| Client compatibility | Limited by editor | Full control |
| Best for | Simple newsletters, rapid builds | Complex layouts, production sends |
Best Practices
- Use WYSIWYG editors for speed but review the generated HTML for code quality
- Test rendered emails from WYSIWYG editors across multiple clients before sending
- Avoid inline styling overrides that conflict with the editor's built-in CSS
- Use WYSIWYG editors from ESPs that prioritise email client rendering standards
- For complex emails, export or code from scratch rather than fighting WYSIWYG limitations
Related Glossary Terms
Dark Mode
Dark mode in email refers to how email clients render messages when the recipient has dark mode enabled. It affects colour display, image rendering, and readability. Designers use CSS media queries and hybrid coding techniques to control the dark mode appearance.
Drag-and-Drop Email Editor
A drag-and-drop email editor is a visual interface that allows marketers to build email layouts by dragging content blocks into place without writing HTML or CSS code.
Email Accessibility Guidelines
Email accessibility guidelines ensure emails are usable by people with disabilities, following WCAG standards for screen readers, colour contrast, keyboard navigation, and readable content.
Email Accessibility
Email accessibility ensures marketing emails are usable by people with disabilities, including those using screen readers, keyboard navigation, or assistive technologies. It follows WCAG 2.1 guidelines for structure, contrast, semantics, and descriptive content.
Attachment
An email attachment is a file sent along with an email message — while common in personal and business correspondence, attachments are generally discouraged in marketing emails due to security, deliverability, and compatibility concerns.
Email Body
The email body is the main content area of an email message, containing the visible text, images, and structural elements that communicate the message to the recipient.
Frequently Asked Questions
Many use them for initial builds and quick campaigns, but switch to hand-coded HTML for complex or high-volume sends. The best workflow is often a hybrid: rapid prototyping in a WYSIWYG editor followed by HTML optimisation before deployment.
Modern WYSIWYG editors have improved significantly, but they can still produce inconsistent results across Outlook, Gmail, and Apple Mail. Always test emails from WYSIWYG editors across a range of clients and devices before sending at scale.