Email templates – one size fits all

Different sizes shoes one sizes can fit all for email templates
Can emails behave like web pages?

Share This Post

Read Time: 2 minutes

Modern email templates try and do an incredible amount of things. When you think about all the things it’s doing, it’s quite an amazing feat really.

Unlike a web page, which only needs to cater to web browsers, emails are a lot more limited. Browsers give users an enhanced, slick, experience as they benefit from a whole suite of tools and frameworks. This experience guides users through the content. Emails are increasingly asked to behave like a web page and provide the same quality user experience.

Modern emails:

  • need to be responsive. The layout has to adapt, to give the best experience for the device its being viewed on
  • should degrade nicely. It has to offer up the same interactive content elements on all devices, and, above all, on devices that don’t support it


  • be accessible to all. Emails, unlike web pages, are increasingly read out by our smart devices. So we need to make sure that they are read correctly. Similarly, for those requiring assistive technology, such as anyone with visual impairments, they should read nicely too.

Emails don’t have the luxury of using extra frameworks web pages use. An email has to carry most of the things it needs to perform anywhere it ends up. Just like a soldier going off into battle behind enemy lines. 

Also emails aren’t able use Javascripts, due to a number of security reasons, so support of external stylesheets is limited. This means the email developer has to be very skilled at using supported CSS techniques. Techniques to achieve the same effects across a number of email clients. Each with their own interpretation of how things are done.

Once an email is sent out, it’s usually not possible to make any update later on. So it has to be correct first time.

We’re really fortunate at Altaire to have the best team of email developers and we’re constantly tweaking and improving templates.  We make sure emails are always kept up to date with constant changes within email clients, and supporting devices.

Improve your email templates

Subscribe to our newsletter

Get update and hear new news first

More To Explore

Want to discuss your email challenges?

Drop us a line, we are always keen to chat

Altaire colleagues at table on coffee break