HTML Email in Mapp Engage

Introduction

HTML Email is one of the supported email message types in Mapp Engage. It is intended for scenarios that require direct control over email markup, layout, and advanced customization — for example when messages are developed by internal specialists or delivered as finished templates by an external agency.

While all email message types share the same sendout and reporting logic, HTML Email emphasizes technical flexibility over structured content governance.

Note
For an overview of how email message types relate to each other, see Email Model in Mapp Engage.

HTML Email vs. CMS Email

Organizations typically choose between CMS Email and HTML Email depending on ownership, workflow, and technical requirements.

CMS Email is generally recommended for most teams because it provides a structured, reusable framework that supports consistent branding and enables non-technical users to create messages efficiently.

HTML Email, by contrast, is designed for advanced customization. It is best suited for developers or designers who need full control over structure, styling, responsive behavior, or specialized personalization.

Choose HTML Email when flexibility and precision are more important than standardized composition.

Typical Use Cases

HTML Email is commonly used when:

email templates are provided by an external agency
custom-coded designs must be implemented without structural constraints
advanced personalization or parameterization is required
messages are tightly integrated with automations or API-driven workflows
specific rendering behavior must be controlled across email clients

HTML Email can also be used to upload and send fully prepared email designs without requiring CMS setup.

How HTML Email Works in Mapp Engage

When creating an HTML email message, you can choose between different editing approaches depending on your workflow.

HTML Code – Work directly with the underlying HTML for maximum control.
HTML Editor – Use a graphical editor to modify HTML-based content visually.
Email (Text) – Define a plain-text version to improve accessibility and ensure compatibility with clients that do not render HTML.
Note
The plain-text version contains unformatted text only. It does not support images or rich formatting. Tracking pixels are not supported, so open rates cannot be measured directly.

Messages can include personalization placeholders and reusable variables to dynamically adapt content.

For step-by-step instructions, see Create an HTML Email Message.

Technical Ownership and Responsibilities

Because HTML Email removes many structural safeguards, organizations should define clear ownership for template quality and maintenance.

Consider establishing guidelines for:

responsive design patterns
supported email clients
testing procedures
placeholder usage
tracking implementation

When working with external agencies, align early on template requirements to prevent rework during campaign preparation.

Advantages and Trade-Offs

Advantages

Maximum design and markup control
No dependency on predefined frameworks
Suitable for highly customized campaigns
Works well with externally produced templates

Trade-offs

Requires HTML expertise
Typically involves more testing effort
Less structured than block-based composition
Higher operational responsibility

When to Consider CMS Instead

If your primary goal is scalable email production with consistent layouts and reduced technical dependency, CMS Email is often the more efficient option.

Many organizations use a hybrid model — relying on CMS for recurring campaigns and HTML for specialized or highly customized messages.