As the promised second part of the Email Breakdown series, I am going to talk about the images (and when to not have them). When creating marketing emails you can go two routes: personalized text based emails or generic, but glamorous imagery. They both can work, but you got to learn which to use when.
As someone who tends to fixate on beautiful images, my gut reaction to "text-based" is hesitation. I mean, with all the stunning images and graphics that can populate an email why on earth do you want to use just text? Because it's unexpected and because it's personal.
When writing personal emails you get to use the variable tags your email list provides. If you gathered intel on your customer you can address them by their first name, mention their last products bought or discuss special going on in their state. My favorite about text based email is it looks written personally by you. We're so used to flashy gimmickry by stores that a text-based email almost comes across like a handwritten letter.
Shh [First Name], please don't tell!
I am hosting this exclusive live webinar on Social Media templates next week just for [State], which is perfect because I really want to meet you!
Please click below to sign up for the webinar [link], and feel free to catch up with my latest post by visiting my blog [link].
And trust me, there's no sales pitch at the end. I just want to help out fellow small businesses!
May your stars continue to align,
So what makes an image heavy email work? I'll run down a list, because it's a few things you need to keep in your mental cheat sheet.
1. Call to Actions
Whether it be buttons or the whole image, make sure you have a place for them to click. And what better than the bright, beautiful image you made?
2. Header Image
It's like the cover to your book, a header image can bring them in and present to them the context of the rest of the email. People tend to not scroll when they first go through emails. That first 1/4 of the page better give them everything they need to know right away. Post your most blatant message there.
3. Slow Your Sizing Roll
We are in a world of bigger is better when it comes to image quality. In emails it is not true. An email takes a while to load, and a huge image (even resized to a smaller size) will slow that process down. Also the bigger the file size of the email, the more likely it will be sent to spam. So save those pixels for your website.
4. GIFS POP
Even though we just talked about sizing, GIFS are the exception. Creating a two-three image slide show of your specials is like a cheating way of getting a person's attention. But still keep in mind the size, as it will cause slow loading and eat phone data.
I hope this helps when crafting your next email's images! Feel free to email me with any questions or to look over your next email campaign!