Have you considered using photos and graphics in email? If not, it may be time to think about enhancing your email content with images that attract readers and entice them to keep reading your email.
With everyone talking about social media, chatbots, and video marketing it is easy to forget that email still remains a leader in marketing your business. Studies show that effective email marketing can bring in 4400% ROI and $44 for every $1 spent.
The success of this relatively simple and inexpensive marketing channel is why so many businesses and entrepreneurs are investing heavily in building their email list and sending out emails. That means more competition in the inbox, but using photos and graphics in email is one way you can stand out from the crowd.
Outperform Competitors Using Photos and Graphics in Email
Considering that your email list may be receiving several emails a day from companies just like yours it is important to stand out among competitors. Your target audience will appreciate receiving a well-crafted email that grabs their attention and with a resonating message that reinforces why they subscribed to their email list.
One way to enhance your email marketing campaigns is to add images like photographs, gifs, and graphics. By going beyond the plain text emails your competitors send, you can grab the attention of readers and give them a reason to click through to your offers.
Most email campaigns rely on text-only content, but sometimes images in email can speak louder than written content. Nothing works better when it comes to focusing the attention on a particular aspect of your offer or promotion.
Additionally, photos and graphics stimulate the viewer’s mind in a different way, especially after drowning in an overflowing inbox of text. And images are easier to remember than text, promoting your brand if you use custom-made visuals.
INFOGRAPHIC – Using Images in Email
Here’s a great infographic from your friends over at Get Response where you can create newsletters that engage. Join the GetResponse Email Marketing Revolution!
Images in emails are probably one of the most effective ways to attract the subscriber’s attention to your newsletter. Here is a number of facts, tips and tricks on how to use images in emails when working on your campaign.
Email Image Issues – AVOID These Mistakes
Clarification is necessary here so it is crystal clear that you will need well-written content in each of the messages you send that can be ENHANCED by using photos or graphics in email. Image-heavy and image-only emails don’t convert, have the lowest click-through rate, and can be so large that some email platforms won’t send or open them.
Here are some of the problems you can run into with image-heavy emails:
- The text on images will not be as clear and crisp as actual HTML
- Email platforms can’t determine content and email may be marked as spam
- With no, or little, text email platforms cannot create a text version of the email
- Some email platforms don’t render stacked images correctly
- There can be problems with how large images appear on mobile devices
- If a mobile reader has to scroll through too many images they might quit reading
- Some mobile users turn off the ability to display images because they use extra data to download
Images are not always displayed immediately after the email is opened. Avoid the temptation to use pictures only. Some subscribers may block images in their inboxes which means they will never what your email is about if you use only images. Think of images in your email as the cherry on top of a sundae – a little something extra to add to the presentation and flavor of your email campaigns.
Email Marketing Stats for People Who Like Numbers
Email marketing is blowing the pants off of other marketing channels, so I all small businesses to dive in and see how you can make your emails work harder for you. Luckily, you don’t have to take my word on the effectiveness of email marketing or look much further to get the low down on what is working and what is not in the email marketing world. The big brains over at Email Monks (not an affiliate link – but they do email template coding, email newsletter design, and landing pages at great rates) were smart enough to compile this wonderful list of Email Marketing Statistics to Guide Your Email Strategy in 2018:
- In 2017, global e-mail users amounted to 3.7 billion users. This figure is set to grow to 4.1 billion users in 2021. (Statista)
- In 2017, the total number of business and consumer emails sent and received per day reached 269 billion and is expected to continue to grow at an average annual rate of 4.4% over the next four years, reaching 319.6 billion by the end of 2021. (Radicati Group)
- Email marketing spending in the United States would grow from 2.07 billion U.S. dollars in 2014 to 3.07 billion U.S. dollars in 2019. (Statista)
- Email has a median ROI of 122% – over 4x higher than other marketing formats including social media, direct mail, and paid search. (DMA and Demand Metric)
- 86% of professionals prefer to use email when communicating for business purposes. (Hubspot)
- 89% marketers said that email was their primary channel for lead generation. (Mailigen)
- According to The State of B2B Email Marketing report, 77% of B2B marketers claim they’re using email marketing to drive visits and sales to their websites. (SuperOffice)
- The most important goal of 54% (majority) of email marketing influencers is to increase the engagement rate of email marketing. (Ascend2)
- 78% of consumers unsubscribe from emails because brands were sending too many emails. (Hubspot)
- Tuesday is the best day of the week to send emails. If you send two emails a week, send the second email on Thursday. (Coshedule Research)
- The best times to send an email are 10 a.m. and from 8 p.m. to midnight. (Coshedule Research)
- More than 21% of all messages are opened within the first hour of sending. (GetResponse)
- By the end of 2018, worldwide mobile email users are expected to total over 2.2 billion. (Radicati)
- 64% of subscribers open an email based on who it’s from, compared to 47% of subscribers who open emails based on the topic (the subject line). (The State of B2B Email Marketing report- SuperOffice)
- Emails not optimized for mobile devices get deleted by a majority (80.3%) of users. 3 out of 10 users unsubscribe from the list if the emails are not mobile optimized. (Bluehornet)
- Mobile email will account for 20 to 75% of email opens, depending on your target audience, product, and email type. (eMailmonday)
- Out of 1.52 billion email opens, the email clients that witnessed the most opens in 2017 are Apple iPhone, followed by Gmail and Apple iPad. (Litmus Email Client Market Share)
- By using a specific personal name, rather than a general email address or a company’s name, you can increase open rates and click-through rates by as much as 35%. (SuperOffice)
- Email list segmentation and personalized emailing were the most effective email strategies of 2017. (DMA)
- Marketers have witnessed an increase of 760% in email revenue from segmented campaigns. (Campaign Monitor)
- Segmented email campaigns get 14.31% more opens and 100.95% more clicks than non-segmented campaigns. (Mailchimp)
- 51% of marketers consider email list segmentation to be the most effective personalization tacticfor effective email marketing. (Ascend2)
- Transactional or triggered emails have 8x more opens and substantially greater revenue than regular bulk emails. (Experian)
- Triggered email campaigns have an open rate of 45.70%, a click-through rate of 10.75% and click-to-open rate of 23.52%. The unsubscribe rate and spam rate are as low as 0.58% and 0.06% respectively. (GetResponse)
- The most effective triggered email types for e-commerce brands are cart-abandonment emails and welcome emails. (MarketingProfs)
- Welcome emails have on average 4 times the open rate and 5 times the click-through rate of a standard email marketing campaign. (InboxArmy)
- Emails that include some sort of graphics have a higher open rate (26.89%) and higher click-through rate (4.36%) than that of text-based emails. (GetResponse)
- Despite 60% of consumers claiming they prefer image-based emails, research shows that emails that contain too many images or too many calls-to actions don’t perform as well as emails that are plain text or include fewer CTAs. (The State of B2B Email Marketing report- SuperOffice)
- In 2017, the average results for email campaigns across industries were:
- Open rate: 24.79%
- Average click-through rate: 4.19%
- Click-to-open rate: 11.88% (SmartInsights)
- 72% of customers open an email due to the discount it offers and 62% customers open due to the personalized subject line. (Campaign Monitor)
- Subject lines containing emojis have a higher read rate than comparable text-only subject lines. (Business Wire)
- 47% of email recipients open email based on the subject line (Invesp)
- 68% of email recipients report email as spam based solely on the subject line. (Invesp)
- Subject lines including words like “urgent”, “important”, “alert”, etc. are proven to increase open rates. (Mailchimp)
- Personalized subject lines lift open rates by 29.3%. (MarketingSherpa)
- Personalization in the email body has an open rate of 29.95% and a click-through rate of 5.03% as compared to non-personalized emails. (GetResponse)
- Email landing pages that reflect different business objectives have an average conversion rate of around 7.13% across industries. (GetResponse)
Do it Right and ENHANCE Your Emails With Images
Images can communicate more quickly than text alone and emails with 3 images or fewer see higher click-through rates than emails that use more images when viewed on mobile devices. Optimize your image’s clarity and add to your emails strategically and only if it adds to your content.
The best way to improve the likelihood that you’ll get into the inbox, instead of spam, is to upload the plain image (without all your text like it’s a magazine ad) and add the text to the body of the email.
- Use Image Descriptions – When you upload your image make sure there is an image description so if your image doesn’t display, your readers still have an idea of what they’re missing.
- Increase the Amount of Text – Add a text block, header block, or button to your email template to describe the image or as a caption.
Questions or comments about using images in email campaigns? I’d love to hear from you in the comments or email me.
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