Email marketing has evolved into becoming the centrepiece of outbound marketing. Once you had a prospective lead in your email list, it is entirely up-to your technology and marketing strategy to convert the lead and bring it on board as recurring customer. In order to do this, you will have to go beyond the cookie based banner ads on several websites, which in the simplest form are still intrusive. This is where email marketing can help you a lot by creating more personalized and general scalable communication channel.
As soon as you start scaling your email marketing campaign you will see the biggest execution problem – how to convert PSD to HTML? The problem is that most of the design output for marketing collateral is made on Photoshop but the entire coding of email marketing templates has to be done in HTML. So, how do you crack the code of PSD to HTML conversion?
Here a few handy tips to help you navigate this natural but totally worth challenge:
- Hit the right balance between text and images. If you put only text and no images, forget it altogether because most of the consumers will not even read it. Images help you put your message forth in a concise and yet approachable manner. Does that mean you should fill your email with images? Absolutely not; if you do that, your email might get into their spam folders and will never catch their attention. With a little trial and error as well as A/B testing, you will have the right ratio of text and images clear for different types of messaging.
- Use easily high speed servers. Several marketers running email marketing campaigns use free servers or shared servers for cutting costs. This may work on a small scale but the moment you want to run an email marketing campaign and are trying to go from PSD to email HTML you are bound to face problems. Free and shared servers are not made to run on high speeds; this will result in greater time to just load the mail and eventually lead to higher bounce rates. A small cost cutting exercise can rob you off prospective business.
- Keep track of all the elements in the design. Creating a good brand depends a lot on creating the right perception. This perception is built on the design the customer gets to interact with. Hence, getting the right design for your email marketing campaigns is half the work done.
The other half is more executional in nature – converting this design into identical HTML format. You have to go with the assumption that your programming team is not trained to comprehend designs; this will make you take extra steps to ensure that your design gets rightly coded when you go from PSD to email HTML conversion. A few logical steps you can take to ensure this is done seamlessly, is to ask everyone involved in designing to correctly label each element and create a checklist. This checklist can then be provided to both the designer and the programming team responsible for converting the PSD to HTML.
4. Keep it simple! This is a more fundamental principle when creating designs, but also the one which is easily ignore by most of the marketers. It is a great boost to serotonin when you are able to load one message with a lot of information as it would mean lesser messages to be sent across; but this may make your audience agnostic to the information you are trying to send since the main information is accompanied with a lot of ancillary and not so important things. Hence, your design should always highlight what is essential; follow this thumb-rule and your conversions will also get easier!