What is an Email Design System?

Your Email Design System is the foundation of how you create your email campaigns, so when creating it, it’s important to make sure it’s tailored exactly to your team’s needs. To make an effective Design System, you’ll need to take a step back and consider how you go about designing, coding and adding it to Taxi. We’ve put together the most important considerations for all these stages, to help you create the perfect Design System.

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Planning your Email Design System​

Things to consider before making a great Email Design System
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Building HTML that works

Ensuring your Email Design System delivers best practice HTML
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Empowering the marketing team

Making an Email Design System that helps your team
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Maintaining your Email Design System

Keeping Your Email Design System Relevant and Useful
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Getting started with Taxi Syntax

Template Principles

We designed Taxi Syntax to help you build the best experience for editors.

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Minimum Viable Language

Get started with Taxi Syntax by adding two HTML tags to your code.

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Controlling Module Layouts

Use modulezones to let editors add, remove and re-order modules.

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Uploading & Updating Templates

Once you have built your HTML template and added Taxi Syntax, it's time to set up your template in Taxi.

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Advanced Taxi Syntax

You can extend <editable> tags to add more granular control for editors and copywriters.

Advanced Syntax

Get started with the key concepts of Advanced Syntax.

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Fields

Add custom fields like color pickers, checkboxes and HTML code fields.

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Linking Fields to Content

Control how content added via fields is displayed in your HTML.

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Referencing variables across a document

Reference content from other modules or in multiple places in a template.

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Rules

Change the template HTML structure based on content or on/off controls.

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Rich Text Editor

The Taxi Rich Text Editor allows text to be styled as bold, italic, a link or with custom formatting.

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Utility Classes

Handle email platform code and apply advanced rules to content.

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Approaches to text formatting

Text formatting isn't editable by default, but sometimes you may wish to add controls on formatting.

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Feeds

Taxi enables you to pull content from a feed into pre defined modules.

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Right to left layout

Use checkbox fields and rules to create a right to left layout in your emails.

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Control Flow Tags

Get more out of the rules in your template by using if, unless, elsif and else tags.

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Automatic plain text email

Automatically create a text version from the HTML email in Taxi.

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Setting expectations

Add more control to your Email Design System by using the expect attribute.

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Editor Focus

Reduce the amount of HTML and Syntax you need, to create a more streamlined Email Design System, with the editor-focus attribute.

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Snippets

Implied Defaults

When you wrap an <editable> tag around text or an an image, Taxi adds some extra fields behind the scenes. You may need to break these out into their component fields if you're doing more complex templates. 

Implied Default: Text

Implied Default: Linked Text

Implied Default: Image

Implied Default: Linked Image

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ESP Programme

See how Taxi for Email can extend your platform’s capabilities.

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Developer Programme

Build Taxi Templates for your clients.

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🗓 Join our next webinar: How to use the power of imagery in email design →