What should you consider when using images in your email marketing campaigns? Today, the majority of designers in email marketing departments emphasize the importance of using visuals and images for aesthetic and brand awareness purposes. Email marketing specialists pay enough attention to email deliverability and the display process, and that’s why many of them want to use images for optimization. Here, we will give you advice on which aspects you need to consider in creating your email marketing campaigns to increase the open rate and click through rate, and generate high levels of ROI.
First, let’s think about what’s better for the human brain: visual perception or text?
Sometimes marketers must be good psychologists and make their decisions based on the study of the human brain. Let’s look at the human brain in terms of psychology.
It’s no secret that the brain processes visual content 60,000 times faster than text. The information presented via images is much better remembered and perceived. Famous developmental molecular biologist John Medina in his book “Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School” talks about the benefits of visual memory. “It is more work for our brains to remember text because the brain sees words as many tiny pictures,” he says. In his research, Medina proves that text and oral presentation are less effective compared to those including visual graphics.
So we conclude that visual content in email is one of your greatest marketing assets. Intensify your visual information; create detailed product pictures in your emails. Remember, subscribers click on your links in emails — don’t disappoint them with stock images from your website.
The rules of using the email images from email service SendPulse: how many and when?
The golden rule of creating email design is not treating the email as a brochure. The thing is about designing your email template: how and where to place images. Even though images are very powerful parts of your email, as explained above, don’t use a lot of them. The reader will not perceive it in the same manner as printed pieces of information. The subscriber’s eyes need to quickly track through the design and make the right choice. Emails are not brochures or printed catalogues. They serve other purposes:
- Email messages should inspire clicks
For example, if you want to make a presentation of your product in the email, the included pictures must be detailed and multi-angled. Good images of your product cause immediate desire to touch and buy.
- Email messages should be intriguing
Photo effects can interest and intrigue, and subscribers will not pass it by, because their attention is fully captured. As in the example of the email below, there is nothing special but you’re thinking “what lies behind these images?”
Or look at this one: “This is worth the scroll”. It took less than a couple of seconds and you were involved in scrolling through this tempting email. You see, sometimes you need just one intriguing picture instead of ten boring ones.
- Email messages should arouse interest
Your email subscribers hate receiving boring emails. It is the most annoying thing ever to delete boring emails. Use interesting and attractive images and then the readers won’t put them in the spam folder. Just try to do your best. The email from Dollar Shave Club below includes just one image in combination with appropriate words.
In fact, the purpose of email are not these three mentioned above. The purpose must be realized within a few seconds of reading the email. That is why it is not necessary to burden your email with various images, icons, and fonts.
Every time you determine the images used for your email campaign you should worry about deliverability — that’s why you need to regulate the use of images. Remember, you are designing an electronic mail that has usability limitations.
Add appropriate words to your visual content
Neil Patel is an entrepreneur and online marketing expert. In his article “The Eight Psychological Insights into the Brain That Will Improve Your Marketing” he emphasizes that all images you use in your marketing must be accompanied by the correct words. And this is exactly what you should do with your emails. The subscriber is more likely to trust the email when they see beautiful pictures accompanied with appropriate words. These words help your subscriber believe, trust, and have a long relationship with your company. Pay attention to the text in your email because it deals with optimization of trust and improves conversions.
To enhance the effect of the picture, use the correct words:
- Words are believable
Thanks can lead to long-term cooperation. So why not use it in emails? Look at the email below — the right words evoke trust. This is really important after user subscription. First your eyes see the image, and immediately after the brain makes a shape: “The young man is good-looking, smiling, and seems intelligent and educated.” You’ll then quickly run through the text below the picture, phrases like: ‘I’ll try to do my best…’, ‘I’ll spend a lot of time…’, ‘Quality over quantity approach’, ‘My job to publish magazines behind technology and the web.. All of these — the picture and the words — encourage readers to get involved and believe in your email.
- Words that make a promise
Make a promise in your email but don’t forget you should confirm your words with deeds. Use a special offer, give a discount, and offer a trial period.
- Words that are valuable
Do not focus on signing up, or selling your product. Make interesting and valuable emails. For example, make it educational or instructive.
Empathy is a guide image
Empathy – this psychological aspect can act as a guide in choosing the right image for your email campaign. What is empathy? It is the capacity to understand or feel what another person is experiencing, the capability to place oneself in another’s position. In this way the pictures that have a great emotional impact energize the reader. Images have the power to inspire the subscriber to read the email to the end and make the right decision in your favor. Keep in mind that graphic design has no space for making mistakes. The wrong image will go straight to spam folder. Also take into account that large images take a long time to load and people will just close the email rather than waiting for it to load.
If you’ve ever had problems with making a suitable template for your email, you can choose from templates on different email marketing services. For example, the email service SendPulse allows you to use many templates fully for free. All you need to do is paste your text, enter your contacts and upload your logo. Pay close attention to Call-to-Actions — it is a rule of thumb to always have CTAs in emails. When your purpose is to engage subscribers with your offer, Call-to-Actions can help you. Choosing the right images can be the first step or the last one. The sequence of actions can differ. The main thing about images is to worry about their uniqueness and quality. And now it’s not a problem. So if you do not have sufficient knowledge of Photoshop and photography, you can use this simple assistant for attractive images:
- Lobster is a service that provides a wide range of images. For many marketers it helps in finding media they can use as part of email campaigns and for other purposes too.
According to empathy, when looking at a picture, the subscriber can feel:
- Look at the portrait of the father and daughter. The delicate relationship between them passed through the screen in one second. It is highly recommended to use such images in your campaigns.
Looking at animals and nature is always relaxing. So why not use the same technique in your email. At least for a couple of seconds the subscriber will relax.
There is no person in the world who does not love to smile and have fun. The girl in the picture is so beautiful and cheerful. We want to ask: ‘What is her secret?’ And we just smile at the monitor.
Rely on harmony and balance when using images and text in your email campaigns and you will be successful in maximizing the click-through rate and the level of ROI. We wish you creative experiments and good luck in creating your templates for your email campaign.