What advantages does Figma offer to Email Marketers?
One of the main advantages is the plugins that allow you to export HTML code for email (with inline CSS) and display the mobile and desktop versions from the design. These components are a great advantage, since they save the layout step (the HTML is automatically exported). However, this solution is only valid in those cases where we can work with standard or common structures and functionalities (not customized). When the designs contain specificities specific to the brand (button formats, structures, fonts), we will have to spend a lot of time configuring these designs in the plugins and we may not be able to adjust them in detail when using pre-existing components. In addition, we do not have direct control over the resulting HTML, so in complex designs the result may not be exactly what we wanted or generate small errors in certain email services. In short, if we have email developers, the existing plugins do not provide reliable value, since they reduce the togo business email list flexibility and reliability of the resulting HTMLs. An ad hoc plug-in development would allow for total control over the components to be generated, both at the design and HTML level.
The advantage of working with Figma for the production of Email Marketing campaigns lies in operational agility and time savings.
On the other hand, in development teams like the one we have at Digital Response, where we always work with client designs, and where many email marketing campaigns are produced every day, the advantage of a client or agency working with Figma lies in operational agility and time savings. Specifically, we are referring to the possibility of receiving designs via a link instead of a file (PSD, AI, Sketch…). This means saving the time spent compressing, sending and receiving the design file, downloading it, saving it and opening it again. We can save between 3 and 5 minutes per file if we access the file directly through the link provided by the design team. It may seem like an insignificant amount of time, but when we multiply it by the number of times a design has changed at the last minute and we have to receive it again and by the average of 5 jobs a layout artist does per day, the saving can be up to 1 hour per day. A production environment dominated by a high volume of procedures and very short production times requires optimizing each phase of the process, and Figma is proving to be a good solution.
We are adapting to working with our clients and creative agencies in the Figma environment. We are continuing to investigate what options exist to streamline HTML development work, including process automation. We will see what new developments we can share with you in the coming months.
