Comparing MJML and Liquid for Email Templates: Advantages and Disadvantages

In the realm of email marketing, the choice of tools for creating templates can significantly impact the effectiveness and efficiency of your campaigns. MJML and Liquid are two popular options, each with its own advantages and disadvantages. In this article, we will compare both tools, highlighting the benefits of MJML.

What is MJML?

MJML (Mailjet Markup Language) is an open-source framework designed to simplify the creation of responsive emails. Its syntax resembles HTML but is optimized to produce emails that render correctly across all email clients.

Advantages of MJML

1. Simplicity and Ease of Use:
   • MJML abstracts the complexity of HTML for emails, allowing developers to focus on design without worrying about compatibility issues.
   • Example:

     <mjml>
       <mj-body>
         <mj-section>
           <mj-column>
             <mj-text>Hello, MJML!</mj-text>
           </mj-column>
         </mj-section>
       </mj-body>
     </mjml>
     

   • This code compiles into complex and optimized HTML for emails automatically.
2. Responsive Compatibility:
   • MJML automatically generates CSS that ensures emails look good on both mobile and desktop devices without additional effort.
3. Reusable Components:
   • MJML offers predefined components like mj-section, mj-column, and mj-text that simplify the construction of common email structures.

Disadvantages of MJML

1. Learning Curve:
   • Although simpler than raw HTML for emails, MJML requires learning a new syntax.
2. Compiler Dependency:
   • You need to compile MJML files to HTML before sending them, adding an extra step to the process.

What is Liquid?

Liquid is a templating engine developed by Shopify that allows for the generation of dynamic HTML by inserting variables and logic into templates. It is widely used in e-commerce and content management systems.

Advantages of Liquid

1. Flexibility and Power:
   • Liquid allows the insertion of dynamic variables and conditional logic, making it ideal for personalizing content based on user data.
   • Example:

     <p>Hello, {{ customer.name }}!</p>
     {% if customer.orders > 0 %}
       <p>Thank you for being a loyal customer.</p>
     {% else %}
       <p>Welcome to our store!</p>
     {% endif %}
     

2. Easy Integration:
   • Liquid easily integrates with content management systems and e-commerce platforms, allowing for advanced customization.

Disadvantages of Liquid

1. Complexity:
   • Liquid can be more complex for beginners due to its syntax and the need to understand template logic.
2. Less Email-Specific Focus:
   • While powerful, Liquid is not specifically designed for emails and lacks native tools to handle email-specific issues like responsiveness.

Comparison and Conclusions

MJML

• Advantages:
  • Simplifies email design.
  • Guaranteed compatibility with various email clients.
  • Easy-to-use reusable components.
• Disadvantages:
  • Requires learning new syntax.
  • Needs to be compiled into HTML.

Liquid

• Advantages:
  • Flexible and powerful customization.
  • Easily integrates with CMS and e-commerce platforms.
• Disadvantages:
  • Complex for beginners.
  • Less focused on email-specific issues.

In conclusion, MJML is ideal for those looking for a simple and efficient solution to create responsive emails with a minimal learning curve. On the other hand, Liquid is better suited for situations where advanced personalization and integration with existing systems are crucial, albeit at the cost of greater complexity. For most email marketing needs, MJML offers a balanced combination of simplicity and functionality that can accelerate and enhance the email design process.