These templates are made by design agencies which, in most cases, are specialized in corporate image design in general. Graphic designers working for these agencies are in charge of all the graphic aspects of the template: the esthetic concept, the pattern, the typography and the images. But this is not autonomous work. Designers work together with marketing and consumer behavior experts, who introduce them to the newest tendencies and the more profitable advertising aspects, in addition to help them with the choosing of colors considering the tastes of consumers. Designers work in union with marketing experts in order to create a design which combines the specific esthetic aspects of graphic design with the specific advertising aspects of marketing.

Once the design is finished, computer programmers do the rest. They translate into HTML code what designers and marketing experts have previously done. These programmers play a crucial role in the making of a template, because, unless the design is translated into HTML language, each computer would receive a different e-mail.

The HTML code is what the computer reads when an e-mail is opened, and it is this code that indicates the computer what must be reproduced on the screen. To sum up, the HTML code guarantees that each person to whom you send an e-mail template will be seeing exactly the same.