In the fast-paced world of property marketing, emails remain one of the most effective ways to engage potential buyers, keep investors informed, and drive leads through the sales funnel. But not all emails are created equal.
A common approach we see in the industry is designing email templates in Photoshop or similar programs, saving them as images, and importing them into Mailchimp or other email platforms. While this method gives full control over the visual layout, it comes with limitations that could impact your campaign’s success.
Why HTML Emails Outperform Image-Based Templates
At iCreate Agency, we always recommend using HTML-coded email templates over static image-based designs for several key reasons:
1. Better Mobile Legibility
A significant portion of your audience is reading emails on their phone. Unlike images, HTML emails automatically adjust to different screen sizes, ensuring that text remains readable without zooming in or struggling to pinch and resize.
2. Improved Deliverability & Reduced Spam Risk
Spam filters are more likely to flag an image-heavy email because they can’t easily scan the content. By using real, coded text, your emails are less likely to land in the spam folder and more likely to reach your audience’s inbox.
3. Faster Load Times
Large image-based emails take longer to load, particularly on mobile networks. If an email doesn’t load quickly, recipients may lose interest and move on before even seeing the content. HTML emails keep things snappy and efficient.
4. Accessibility & SEO Benefits
Many recipients use screen readers or accessibility tools to read emails. HTML allows for proper text tagging and alternative text for images, making it easier for everyone to engage with your content.
5. Editability & Future Updates
An HTML template allows you to update text, links, and content easily without having to redesign and re-export an entire image. This makes ongoing email marketing far more efficient.
Our Approach: Tailored Email Templates for Property Marketing
For our property clients, we offer two options:
- Image-Based Email Templates – If you prefer the look and feel of a custom design made in Photoshop, we can create a template to match your branding and import it into your email platform.
- HTML-Coded Email Templates – For a more dynamic, scalable, and high-performing solution, we design a custom HTML email that integrates seamlessly with Mailchimp or your chosen platform. This ensures maximum readability, deliverability, and engagement.
Which Option is Best for You?
If your primary goal is a visually rich email that looks exactly the same across all devices, an image-based email may work for one-off campaigns. However, for ongoing property updates, sales-driven EDMs, and lead nurturing campaigns, HTML-coded emails are the superior choice.
At iCreate Agency, we specialise in high-performing email campaigns tailored for property developers, project marketers, and home builders. If you’re looking to elevate your email marketing, let’s chat about the best approach for your business.
Need to optimise your email marketing? Get in touch with our team today and let’s create an email strategy that delivers results.
