Introducing Inkling: A Responsive Email Framework for Modern Web Developers

June 08, 2015 by Sean Rice in Email Marketing

At Ethology, we leverage a few different web development tools that help us get things done efficiently. Namely, Jekyll and Sass. So, when tasked with building out a few custom responsive email templates we naturally sought out some ways we could streamline that process. Inkling came about as a by-product of seeking to improve the user experience of coding custom HTML emails.

You can download Inkling for free on Github.

Tables all the way down

In our hunt for a responsive email toolkit, we settled on Zurb’s ink framework because it was pretty bare-bones to begin with, which gives us a clean starting point, unlike modifying one of the many templates from the major email marketing providers.

Code before

We discovered very quickly that we still had to rely on tables nested within tables nested within tables to achieve the desired effect. That’s just part of the experience coding HTML emails.

Inkling doesn’t change this grim reality in the rendered code, but it does make it much easier to deal with by using a system of Jekyll includes to create responsive containers, rows, and columns.

Code after

Anyone familiar with Foundation or Bootstrap can think in those terms.

Getting sassy

Being so used to coding styles with Sass, coding vanilla CSS can feel like working with one hand tied behind your back. We sought a way to leverage the power of Sass with its variables and mixins (not to mention improved syntax) to make this even faster.

Zurb’s Ink is not built with Sass, but it was simple to find a solid Sass port of it, which is what we’ve included in Inkling. This way, anyone can change the base styles as easily as changing a Sass variable while experiencing the performance increases with Sass as well.


Inline skating

The final piece of the puzzle came about out of the tedious process of copying and pasting stylesheets and code into online HTML email inliner tools. We found that this was not only tedious, but was wasting lots of time as we were testing and tuning the emails.

The old, slow workflow was build > compile > copy/paste > inline > copy to Litmus > test. Go through that a dozen or so times and it will become obvious why we were driven to create a better way.

In the end, our solution was a script that allows us to build using our favorite tools. Then, with one command (rake) it compiles all the code for us using Jekyll and inlines it using a ruby gem called Premailer. The final, email ready code is output into a neat HTML file, ready to copy into or any email marketing app.

Download Inkling for free on Github.

We hope it helps you create beautiful, custom responsive emails more quickly so you can focus on the design rather than dealing with all the foibles of HTML email coding.

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About the Author

Sean is a Senior UX Designer at Ethology, focusing on user empathy through research, journey mapping, and usability testing as well as interaction design through innovation workshops, collaborative sketching and prototyping.


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