Determine design patterns All of those use cases share components with each other. For instance, Buy Me, Join Me, and Understand Me emails might all contain a call to action in the form of a button, while Read Me and Buy Me emails rely on interesting content, most commonly in the form of multiple images. By examining the common threads between each type of email, shared design patterns began to emerge, and I could then compile a list of the blocks to be built. Ultimately, 17 different patterns—like buttons, image groups, callouts, boxed content, highlight calendars, and captioned images—were included in the blueprint.
Create modular HTML Once I knew what I was coding, it was time to figure out how to code it. With this blueprint, I felt that anyone should be able to grab the HTML and understand how the code is structured, arrange design patterns to suit different needs, style the email without