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In an attempt to create the most meta content ever, I recorded myself building the weekly Email Love newsletter, then turned that into this post.

Yes, you read that right: I screen-recorded the entire process, narrated it like an email marketing documentary, and now I’m writing about it. Peak meta achieved.

But behind the self-referential fun is a real story worth sharing. This week marks the 89th consecutive edition of the Email Love newsletter. Eighty-nine weeks with no breaks, maintaining a 43% open rate and 5.6% click rate across 11,000+ subscribers. And the way I build each one has changed dramatically over time.

So, here it is, our full behind-the-scenes process, how it evolved, and some lessons that might help you build (or rebuild) your own newsletter too.

The Early Days: HTML, Dreamweaver, and Too Many Manual Edits

When I took over Email Love from Rob, he’d built a clever WordPress system that auto-pulled email examples into a prebuilt template. Smart idea in theory—but in practice, the code didn’t render consistently across all clients (especially Outlook). And for a site about email design, we needed to be pixel-perfect.

So I ditched the auto-template and went fully manual. Every week, I opened up Dreamweaver and edited the HTML directly. I wrote the copy in-line, updated image URLs, fixed links, and tweaked layout issues by hand.

This gave me total control over the output, but it was tedious and fragile. Any small mistake could break the design, and the process took longer than it should have.

From Manual to Modular: Finally Using Our Own Plugin

Meanwhile, we had been building the Email Love Figma Plugin, a  tool designed to simplify newsletter creation with clean, production-ready code.

But here’s the honest truth: I wasn’t using it for my own newsletter!

Not because I didn’t believe in it. I just hadn’t taken the time to design a proper template for it. So I kept sticking with the old workflow.

That finally changed on June 3rd.

We made the move to Figma, and everything clicked. Now, each issue is built using modular components: header, intro, email examples, sponsor blocks, and footer-arranged however I want inside Figma. It’s visual, intuitive, and way faster than hand-coding.

I even created a master layout component. If I want to stick to our standard format, I can drop the whole thing onto a fresh page and have a ready-to-edit newsletter in under 10 seconds.

Step-by-Step: How I Build the Newsletter Today

If you watch the video, you’ll see all of this in action—but here’s the breakdown:

1. Set the Foundation (5 minutes)

I start by creating a new page in Figma. This week’s was literally titled Build a Newsletter.

Then I either grab individual components from our asset library or drop in the master layout to kick things off.

First priority: the subject line and headline. It has to be sharp, short, and clean. I hate when headlines wrap to three lines, so I take a bit of time to workshop it.

2. Craft the Content (15–20 minutes)

This is where the voice comes in. I always personalize the email with subscribers’ first names, but if someone hasn’t given us theirs, I use playful fallbacks like “No Name Nancy” or “Anonymous Panda.”

It’s silly, but it gets more responses than anything else. People love seeing what weird name I come up with each week.

Then I paste in the main content (usually written separately), drop in any visuals (screenshots, GIFs, etc.), and move on.

3. Curate the Email Examples (10–15 minutes)

My favorite part. I browse recent animated emails—Crate & Barrel, Samsung, whoever has something cool—and pick ones with strong visual impact.

Each example gets a preview image generated via Imgix, which pulls in a branded social share card automatically when we post it to the site.

I link everything right in Figma using the plugin: brand page, example, even design system links if they exist. No context switching. Just build and go.

4. Add the “What We’re Reading” Section (5–10 minutes)

This is the bonus value. I curate articles, tutorials, and tools from across the email world—especially anything AI-related or tactical that marketers can apply.

This week’s lineup included a tutorial I made, a piece from OmniSend (our sponsor), and a few gems from the inbox and RSS feed.

5. Export and Deploy (5 minutes)

Time for the magic. I preview everything in desktop, mobile, and dark mode. The plugin shows file size too. My rule is keep it under 102KB so Gmail doesn’t clip it.

Then I export the HTML, host images via the plugin, and paste the code directly into MailerLite.

6. Test and Schedule (5 minutes)

I always send myself a test. Sometimes I’ll run it through InboxMonster for deeper client testing, but honestly, the MJML-generated code is rock solid.

Finally, I use MailerLite’s smart send feature to stagger delivery over 24 hours based on optimal open times.

(Proof it works: my dad in New Zealand always opens around 2 PM his time and sends me a reply.)

What Made the Biggest Difference

Switching to a component-based system saved hours and made the process more enjoyable. No more pixel pushing or bug chasing, just clear, repeatable building blocks that work.

And because everything happens visually in Figma, I can focus on creativity instead of syntax. It’s a workflow that actually supports the work.

Pro Tips for Your Own Newsletter

• Have fun with personalization. Custom fallback names create delight and humanize your brand.
• Choose animation over static. Motion consistently drives more engagement.
• Never skip testing. Even great code can break in weird ways.
• Batch your tasks. Grouping links, images, or copy steps saves mental energy.

The Tools That Power It

• Figma + Email Love Plugin: All design + production
• MailerLite: Email delivery + smart timing
• Imgix: Auto-generated social preview images
• Inbox Monster: Rendering checks when needed

It’s not a massive stack—but each tool fits. They work together cleanly, which keeps everything humming.

The Real Win

What excites me most is how much more flexibility I have now.

Back when I was using the HTML template, I dreaded making layout changes. Adding a new section or testing a fresh structure required hours of tinkering and QA—and realistically, I just didn’t have time to mess with it.

Now, with the Figma plugin, I can easily add new layouts or creative elements on the fly. I don’t need help. I don’t need to worry about breaking things. The code is solid, and the workflow gives me the freedom to experiment.

And maybe that’s the real win: the process isn’t just faster, it’s more fun. What used to be a production task is now a creative ritual, a chance to curate, write, and share great email design with people who care about this stuff as much as I do.

After 89 weeks, building the newsletter is still one of my favorite parts of the week.

Want to see this process in action? Check out the Email Love Figma Plugin or drop me a line. After 89 weeks of refining this workflow, I’m always happy to help fellow email folks streamline their process too.

Much love,
Andy

Email: [email protected]
Twitter: @emaillove