Every marketer wants to design an unconventional and impactful newsletter that also helps them bring an audience while also increasing conversion rates. Here are 5 tips on how you can create an unconventional newsletter. Read ahead to find out.
Introduction
In the ever-changing world of today, competition in the market out there is pretty tough. Thus one needs to make sure that their email campaigns are effective. If you want to get your message across to the users and increase your click-through rates, then your emails need to look juicy. What better way is there other than packing your emails with images that the customers can connect to?
It is a well-proven fact that images are better at capturing one’s attention rather than text. This tactic is used by a lot of people in various businesses to increase the attention span of their customers to promote their products. Below, we’ll be going through 5 ways images can improve your email campaign conversions to help you understand the importance of imagery in marketing!
- Direct attention
It is a well-established fact that the human eye is more prone to recognizing images rather than plain old monotonous text. Pictures, due to their colors and designs, seem way more attractive and are quick to capture people’s attention. It is just like the saying goes. A picture is worth a thousand words.
According to Brevo, a study involving 5,000 campaigns revealed that email newsletters featuring images achieved a 42% higher click-through rate compared to those lacking visuals. Consider photographs, videos, and GIFs as valuable tools for visually conveying information to your customers. Ask yourself, “What benefits will my customers derive from these visuals?” This approach can significantly enhance the effectiveness of your email campaigns.
Using images in your emails could get your customers to keep the email open for a while to assess the image. Many famous successful brands use images with a color scheme similar to their company logo. Doing so builds a stronger image of your business and also delivers the message while being relevant. Also, it is a known fact that readers skim through emails. People tend to go over the text part of the email and then exit. However, pictures, on the other hand, can share information quickly and can also keep them engaged enough to visit your website.
- Emotionally attract your customers
Emotions play a strong role in a person’s perception. Depending on that, how a reader takes in your message can be affected greatly. Playing with other’s emotions to send your message across is a great tactic out there, which is very useful. That does not mean emotionally blackmail a person. Your focus is to hit the right points that make them feel connected to your business.
Humans are dependent on their emotions. You can thus use such imagery that can make them relate to your product or spark a sense of familiarity in their minds. Images of families, dogs, food, etc. can be used in this case. For example, travel companies use images of beautiful places and people that speak “Freedom and Joy.” This sparks a sense of wanting to travel, making the readers relate to it.
These are useful because they add a new level of personalization to the email. However, this may be different for different people. Therefore, you might need to experiment before applying it to a large audience.
- Large images Improve Click-through Rates
When it comes to emails, it is a known fact that images tend to be more attention-grabbing as compared to regular text. The same goes for click-through links. Customers are more prone to clicking images to visit your site rather than text. And the larger the image used, the more chances are there for the customer to click it.
Using the correct image improves the appearance of your email and also makes it easy for the reader to find your website’s link. The number and size of images also play an important role. Research suggests that emails having around five images for the header, the footer, and the main messages have a 42% increase in the conversion rate.
It was also proven that upon increasing the image’s size up to 28%, the click-through rates increased significantly. So, large images equate to greater tendencies in users to click them.
- Easily understandable
Getting your message interpreted in the right way is an important marketing task. If your readers are unable to understand what you’re saying, it’s time to get back to the designing board.
To make sure the readers get your actual message, write your email in such a way that it is easy to read. Choose a professional template and make sure to highlight the important points and repeat where necessary.
The second thing you can add is a related image. Images are easy to interpret. It doesn’t take long for one to understand what is going on in a photo/picture to get an idea of the scenario.
Therefore it is a very smart move to place relevant images in your emails to make sure that the message can be understood by the customers at a single glance. As soon as you get your message across, the person is bound to visit your website.
Mailmunch highlights that simplicity pays off in email design, with a study by Litmus revealing a 12% higher click-through rate (CTR) for emails with a straightforward layout. Furthermore, Adestra’s research underscores the importance of brevity and a single call to action, reporting a 20% higher CTR for such emails. Campaign Monitor emphasizes the role of clear subject lines, contributing to a 30% higher CTR. Lastly, GetResponse reinforces personalization’s impact, with personalized emails enjoying a 15% higher CTR in their study.
- Convincing
To get a reaction from an email, you need to make sure it is convincing enough. This can be measured by a checklist having the following criteria. Make sure your email has:
- Clear Goals
- Reader’s Interest (Captivating)
- The ability to prompt the reader for some action
- Is concise and to the point
- Has been edited a few times
People tend to relate more to visual imagery as compared to text depicting the same topic. Visual imagery includes using statistics charts, images, and pictures of real-life people and services at work. This proves to be a benefit when promoting your product or service. Images are way more convincing.
According to The Markettailor, crafting a compelling email with precision and relevance can seize a reader’s attention and ignite their interest. This is achieved by delivering resonant content alongside a clear call-to-action, resulting in heightened user engagement and increased click-through rates. Such emails effectively cater to the recipient’s needs or pique their curiosity, increasing their likelihood to interact with the content and follow through with the intended action.
They can manipulate a person to feel the need to purchase your product, or else they won’t be living as happily as they might. You see, that’s the power of images. They can make you crave something by showing it positively. Therefore, images are a vital part of emails.
