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Westminster College email

Engineering complex layouts for mobile email


I was the lead developer of Westminster College’s new email templating environment. My main goal was to create a design component library that encourages strong reusability across 6 complex layouts, with a focus on mobile-first design, bulletproof compatibility across all email clients, and striking visuals.


Westminster College migrated to a new enrollment CRM in 2016. With this migration came a steep learning curve for the enrollment team and the pains of starting anew with no existing email templates or communication flows.

Over the following year, the team introduced stop-gap measures to communicate with prospective students while focusing on improving productivity in the new CRM. After successfully launching and rapidly iterating on the current marketing website for the college, I shifted focus to tackling the enrollment team’s email marketing needs.


A new email development environment and template suite would add value to all prospective student audiences, responsive emails, but we needed to prioritize our largest audience for the initial launch.

High school students, non-traditional students, and other individuals who would be starting their first-year undergraduate studies at Westminster were the sole audience for this project, with more niche audiences to follow in future projects.

We assumed this audience would mainly view emails on mobile devices, particularly on iPhones. We also knew that the emails needed to be vastly different and more visually striking than those of competitor institutions, so image-rich, narrative experiences were essential.


With the spring 2017 academic semester coming to a close, we were left with only the summer months to build, test, and launch all emails by mid-August in advance of the enrollment season.

As the sole full-time staff with experience in coding HTML email, I needed to quickly create a development environment to make building hundreds of image-rich, complex emails as efficient and sustainable as possible.

Although I lead UX and UI design at Westminster, this project was unique in that the target visuals for the emails were designed by an outside branding agency. This proved to introduce some unique challenges, as the designs were created without fully understanding the limitations of email clients and table-based layouts. The designs were also handed over in a waterfall fashion, without the opportunity to iterate in parallel in my preferred flavor of Agile/Scrum project management. However, I was excited to try and push HTML email to its limits and see if the vision for our email marketing could become reality.


Researching frameworks

Having a component-driven codebase with a templating language well-suited for HTML email was a priority as I started researching potential approaches.

I dove deep into the work of Dan Denney, who is widely regarded as an expert in modern HTML email development. I poured through his emayll and eMMail repos on GitHub to see how he modified the Jekyll and Middleman static-site generators for his email development needs.

From here, I built several experimental projects with various static-site generator solutions, familiarizing myself with each solution’s syntax, featureset, and limitations.

After struggling to find a great fit for this project’s needs, I was thrilled to discover Zurb’s Foundation for Emails framework. This framework offered the perfect balance of extensibility and magic, allowing me to quickly develop email components and templates while taking care of automatically generating the resultingly nightmarish HTML of table-based layouts.


With ambitious target visuals for the primary templates, I first had to carefully plan the underlying table structure of each layout. I started by blocking the major layout components, and then breaking down their internal structure. Although I wasn’t sure if such complex, responsive layouts could be achieved in HTML email, this step in the process proved invaluable when I had to start coding.

Overlaying grids on design mockups to visualize layout structure
Gridding each component to plan row and column structure helped immensely


I focused development on building each design component, from most complex to least complex, which I could then reuse across multiple templates. Following the gridding exercise, the footer proved to be the most complex, with asymmetrical columns, a tiled image background variant, and sub-grids of contact information and social media icons.

Next, I tackled some of the template-specific content bodies, which introduced new challenges, such as a tiled logo background along the full height of the content, a “watermark” logo beneath another content body, and unique typographic layouts and treatments for headlines.

With each of these initial explorations, I started to grasp workarounds for achieving these complex mobile-first, responsive layouts within table-based code. Thanks to Foundation for Email’s abstraction of the final HTML code, I was able to code the layouts much more manageable components and focus on composition instead of table cell quirks.

After completing proof-of concept versions of the image grids and call-to-action features, I had arrived at a set of flexible templates and components that could be conveniently recombined to build any of our planned emails.

With the help of our backend developers, we cloud hosted the flat-file build of the development codebase with continuous delivery to show the templates and latest emails to internal stakeholders. We also introduced some custom Gulp tasks to optimize images, expose each email’s final source code, and pipe completed emails into our CRM via an API.

HTML email deployment website
The static site provides navigation to view all current versions of templates, communication flow maps, and individual emails

Compatability testing

Once I had confirmed that each layout was indeed possible in HTML email, I used Litmus to test each template and layout component across all 70+ available email clients. To my surprise, there were only a handful of CSS bugs and layout issues to resolve, thanks to Foundation for Emails’ underlying magic in generating robust and clean markup.

After a half-day of cleanup, compatibility testing was complete, and we spent the following 6 weeks of the project building each stage of the communication flow in weekly sprints.


The first-year undergraduate communication flow launched on-target successfully in August 2017. Since then, the emails created in this new development environment have had millions of sends to prospective students, and have generated open, click-through, and conversion rates well above industry standards.

Our assumptions about our audience were confirmed by device and client analytics, generated by our cloud image-hosting service. A full 70% of all emails were being viewed on iPhones in the native mail client, with the remaining viewership primarily through Apple Mail in Mac OSX.

Final templates

Template 1

HTML email template 1
Template 1 is mainly for transactional emails

Template 2

HTML email template 2
Template 2 leverages testimonials to support key value propositions

Template 3

HTML email template 3
Template 3 is visually the most involved and is perfect for narrative messaging


This project was hugely successful and exceeded my expectations for what was possible with widely-compatible HTML email layouts. The templates I built in this project are genuinely some of the most complicated that I’ve seen, and definitely set our email marketing apart from very traditional competitors.

Having a templating architecture was the perfect solution for sustainable email development. The codebase has proven to scale well as we’ve moved on to additional audiences and also built one-off email series more reactively.

The Zurb team deserves major recognition for creating such an incredibly useful framework for email development. Building a new email from scratch requires little more than some top-matter variables and only a few include statements around the actual copy, but the final result is hundreds of lines of complex table elements and inline styles.