Issue #226 All About Email

Hi, {{first_name|friend}}. 👋

Welcome to Issue #226 of All About Email!

Last week, we took a deep dive into BIMI, which was a big hit with you, lovely readers, and I gave a brief Campfire update.

This week, we revisit the Email Love Figma plugin, which is becoming an essential tool for many freelancers, agencies, and small teams (this is not a sponsored or affiliate post).

I just love the plugin!

Let’s go! 👇

Hi, {{first_name|friend}}. 👋

A while back, I ran a four-part mini-series on the Email Love Figma plugin:

In that series, we discussed in detail how it works (components, MJML, exporting, etc.).

The plugin has had numerous updates since that original series (over 18 months ago), so today I want to follow up to discuss a real problem the plugin solves. 👇

💭 Imagine this, and going by the results of my last poll on the subject, not everyone is happy with their ESP:

🫠 And that’s how “we’ll migrate later” becomes “we’ll migrate never”.

The more time I’m spending on LinkedIn, the more conversations I’m seeing where freelancers, agencies and small teams are using Figma to design all their emails:

💡 If you’re juggling multiple clients, or you’re in-house and mid-migration, this is where the Email Love plugin starts to feel less like another “builder” and more like an essential tool.

When I first explored the Email Love Figma plugin in detail, the focus ESPs were Mailchimp and Klaviyo (a big focus on Klaviyo).

However, Email Love has now pivoted their messaging and is clearly aiming for platform independence (or “platform agnostic” if you will).

Email Love’s export options now cover a much wider stack, including platforms like:

✅ That makes the plugin not just a “nice to have”. It changes the risk profile of switching ESPs.

🎉 You’re no longer migrating templates. You’re simply switching your export to a different destination.

One of the most expensive parts of email production for some isn’t building the email, it’s the QA process:

🫠 Export → test → find weird spacing issue → go back → tweak background images → re-export → test again → repeat until Outlook is haunting your dreams.

Email Love is pushing hard on “QA inside the workflow”. The plugin now includes additional QA steps in Figma to help you catch issues before exporting to your ESP.

Including:

🎉 This allows you to verify rendering across 90+ email clients and devices.

💡 Dark mode is still a headache (my own emails in dark mode need work), but I like Email Love’s framing:

✅ Email Love has a great tutorial on their Figma plugin that explains how Dark Mode is handled.

So the goal isn’t “perfect dark mode everywhere”. It’s to ensure your email still looks good when inverted and to take full control where clients allow it (e.g. Apple Mail).

💡 I’ve talked about Gmail Clipping before; Issue 186 was dedicated entirely to it.

Beehiive has built-in Gmail Clipping detection for years, but ESPs like Mailchimp have only just added this feature.

Having this detection built into the Email Love Figma plugin is one of those “small things” that subtly improve workflows or add a feature that is still missing from some ESPs.

✅ ✅ For me, it’s also a double-check, as I don’t find all email code weight detection accurate, and I like to compare how my ESP (Beehiiv) weighs emails with another tool, whether that be aboutmy.email, Parcel or Email Love Figma.

🧠 I have limited experience with this, but I know for many of you, Localisation can be a headache.

If you’re sending in multiple languages, your current process might look something like this:

Copy → paste → translate → paste back → break layout → fix spacing → repeat.

Email Love has started documenting workflows that connect exported templates to localisation tools, so translation becomes a proper process rather than a last-minute scramble:

🤔 Maybe you haven’t outgrown your ESP, but “maybe” you don’t have to move.

Maybe you don’t have a “platform problem”, you have an “ownership problem”.

Does your ESP own your email design system, or do you?

That’s it for this week, {{first_name|friend}}. 👋

Welcome to Curiosity Corner! Each week, I throw one question your way…not always about email marketing, but always worth a reply.

Last week, I asked, ”Do you use BIMI”?

“Yes” is leading with 5 out of 8 votes (62.5%) 👇

This week’s question is:

Every week, as I write this newsletter, I'll share the track of the moment to create an unbelievably eclectic playlist just for your inbox.

🚨 If you’re interested in sponsoring the “All About Email” newsletter, you can find all the details in this Google Doc.

This week's excellent and insightful email news & tips:

If you have any questions about this email or email marketing, please reply, and I will get back to you as soon as possible.

I hope you have a great week! 👋