No matter how often you speak to customers through regular emails, selecting a template that succinctly conveys the message of your brand is a must.
To really entice someone to click through from their email to your website, you'll need a format and layout that not only engages customers, but makes them want to see more. Many businesses leave space for a big image either at the top or in the middle of their emails to break up text and keep people happy.
But choosing just the right image for your newsletter, depending on both the context and the content, can be difficult. Here are three tips to keep in mind the next time you're looking to add imagery to your email marketing:
1. Reinforce the message
The most important thing to remember is that everything in your emails must ultimately come back to the purpose of the email. Images that don't directly serve or illustrate that purpose will be perceived as out of place and distracting.
No matter what message you're trying to communicate – whether offering an update, promoting a deal, or doing a survey – the images you use should support it. For instance, if you're trying to get word out about a limited-time promotion, make sure that the pictures accompanying it deliver a sense of urgency.
Perform a sample test on yourself or your colleagues when picking your photo and think about the particular call to action. What are the emotions behind it, and what type of picture would push you in that direction? Then trust in yourself as a sample subscriber.
2. Keep things cool
One mistake businesses sometimes make is giving the image too much attention. Treat images as if they're in a supporting role, appealing to the more photo-oriented minds in your community, but within reason.
If you use bold colors, it says something, likely more than you intend. Keep it subtle and attractive. At times you may want to include photos of recognizable objects that draw the eye, but in other cases a pattern might do just the trick.
It's something to look at, but it doesn't pull you away from the key message at hand. You want people to walk away more informed or excited about an opportunity. If the image speaks too loudly, you won't reach the viewer where it matters most.
3. Be subtle
With so many images available, it can be difficult to select just one. The best advice when making your picks is to err of the conservative side; don't take any chances or else you might rub someone the wrong way. Give them something familiar, but also dynamic.
Suppose, for example, your company is launching a new feature and you want to invite your community to come check it out. You might want to include a general business photo to appear in the middle of the announcement.
By selecting an image that represents the opportunity for growth, progress, and success, you'll pull everything together and leave a good impression.
And to start brainstorming on the types of images you'd like to use, check out Shutterstock and Bigstock's image trend report!