Images are the foundation of any branding, marketing, or promotion you run, including email marketing campaigns.
\nIn today’s content-rich digital landscape, people have zero patience for content that wastes their time. It doesn’t take long to assess our content by its images.
\nWhen people open an email, they scan it to “get the picture”. They take in the layout of the email, which is the biggest and most eye-catching visual, and then the eye starts collecting the details. Big images, small icons, and headings that pop out.
\nAt this point, they haven’t started reading any boxes with textual content. Most people won’t dive into the text before doing this quick assessment. Only then they’ll decide whether your campaign is worth their time or not.
\nImages have the power to convince people to read your emails, thus increasing your views. A good image gets you in the door, giving you a chance to sell the image. A great image stimulates an action, creates an emotive reaction that cannot be satisfied without your product or service. An excellent image is an ambassador of your brand that increases not only sales, but creates an emotional connection between customers and brands.
\nDon’t get discouraged if your pictures don’t look like professional ads as you can easily enhance them using special software. An easy online background changer can be a great tool to quickly transform your photos and give them a more professional look. If you have never tried to embellish a picture before and don’t know how to showcase your product, you can make use photo editing services, which will save you time and money.
\nChoosing the right image is an art not easily mastered. It’s a good thing that art can be learned, with the right information and the willingness to experiment with design. Below, you’ll find a guide that outlines key steps for choosing the right images for your email campaigns.
\nExperiment with A/B testing to ensure that your images work.
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Step 1: Choose the right visual content
\nVisual content is the art of telling a story through an image. It can be a story about your brand, a story about your audience, an informative story about your industry, or a combination of these elements. Each visual story should trigger an emotional reaction. We want your audience engaged and feeling inspired to buy what you’re selling.
\nWhen you’re designing an email campaign, make sure you select all of your images in advance. This way you can ensure that the images look good together, and that they complement each other and tell a unified story. Here’s a pro tip: if you’re using stock images and the images have a similar element but the colors don’t work, add an overlay. This will give your images and campaign a professional and appealing look.
\n1. Choose images that reflect your brand
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If you’re marketing a technology company that sells consumer gadgets, you would want images that reflect a clean and professional look. The kind that inspire confidence in the quality and safety of your products. If you’re selling flower arrangements, you would want a colorful and cheery visual content. Of course, you can combine technology with flowers if that makes sense. Just make sure you choose the kind of images that represent your brand well. If needed, you can also remove background from images to keep them clean and visually consistent with your brand’s aesthetic
\n2. Choose images that mirror your audience
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A target audience represents the consumers most likely to buy your product or services. This is the group of people (or animals) you have researched and learned and narrowed down into a shopping list of personality traits and consumer habits. You know what they want, and you know they’ll love your products. Show them an image that showcases…a person with the product. That could be a group of students eating pizza while cramming for exams, or a dog chewing on a bone. Show your audience how it would look like to use, possess, and consume your product.
\n3. Choose images that stimulate emotions
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An image that shows your audience is key to helping them identify, and connect with the product or service you’re promoting. An image of an ice cream cone can be tempting all by itself, especially in a macro shot that shows how the yummy goodness dribbles slowly. Better yet, use an image with a child holding the ice cream cone, smiling, with yummy goo dripping down a chubby cheek. Now we’re selling an emotion and nostalgia, through an image that mirrors the audience.
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