Getting a template to render probably across all clients (assuming you’re working with more than just text) is already a rat king of client implementations, HTM

Getting a template to render probably across all clients (assuming you’re working with more than just text) is already a rat king of client implementations, HTML specs etc. Some versions of Outlook, for example, use the MS Word rendering engine which forces you to rely on a pattern of inline comment conditionals to even get markup and styling to not break the entire message. Mobile email clients add another dimension of concerns. Worst of all, you can’t undo or fix emails that are already in the wild so the consequence of errors can sometimes be catastrophic (broken unsub links, incorrect ESP merge variables, etc.) That said, the problem is not email. Email is just fine. The problem is people using email to solve problems that email was not designed to solve, namely marketing. With this move, Google is adding a considerable amount of fuel to the fire. Can’t say that I’m a fan of this, as cool as the features may sound on a surface level.