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
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Related Glossary Terms
Above the Fold in Email
Above the fold in email refers to the content visible to a recipient before they scroll, a critical area for first impressions and primary calls to action.
Accessible CTA (Email)
An accessible CTA is a button or link coded with sufficient colour contrast, visible focus states, descriptive screen-reader text, and a minimum touch target of 44×44 pixels.
Adaptive Design
Adaptive design in email uses predefined layouts that adjust to specific device or client widths, rather than fluidly resizing to every possible screen.
AI-Generated Content in Email
AI-generated content in email is copy, images, code or subject lines produced by artificial intelligence tools to speed up campaign production and testing.
Alt Text
Alt text is the written alternative to an image in an email, displayed when images are blocked, slow to load, or consumed by screen readers.
Autoplay Video in Email
Autoplay video in email refers to the limited ability to play video content automatically when an email is opened, using specific client-supported techniques.
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.