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Are you using an email design system — or just making it up as you go along?

Nick Higton  |  21/07/2025

We all understand the value of systems and processes, but when it comes to email, you’d be amazed how many brands are still reinventing the wheel with every campaign.

Don’t get me wrong — I’m not suggesting we strip creativity from the process. The inbox is a noisy place, and “meh” doesn’t serve anyone.

What I’m talking about is establishing a set of email-specific design standards, processes, and creative assets that form the foundation of your email workflow. Done right, it helps you:

    •    Save time and money
    •    Avoid errors
    •    Ensure brand consistency
    •    Focus creative effort on the elements and campaigns that drive real ROI

At Wax, we create email design systems that empower our clients to produce high-quality email at scale — especially when integrated into your ESP or a dedicated platform like mailCMS.

If your team sends more than a handful of emails a month, it’s an investment worth making.

Curious how it could work for your brand? I’d love to chat.

Has your team tried implementing one? What's worked (or not) for you?

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