How To Make Sure That Images Aren’t Killing Your Email Marketing in Santa Barbara

When is a picture worth less than a thousand words

So you’re writing you next brilliant email campaign. computer-29853_640You have all the heavy hitting words in there, it’s laid out in a way that would make any graphic designer drool. It’s filled with flashy pictures that are guaranteed to impress. You’re positive that people will be tripping over each other to take advantage of any offer you put in front of them. You’re killing this email marketing in Santa Barbara game. Congratulations on your impending super marketer of the year award!

But hold the phone, are you sure you want to send that email? That’s right, your beautiful email may be dead in the water. Wait, what? Aren’t pictures worth a thousand words? Don’t pictures increase engagement rates with email? Well, yes and no. Digital Marketing in Santa Barbara is an elastic science at best. In other words, just when you think you have it figured out, things change.

As an email marketer, the first thing that we need to tackle is the inbox. That’s right, no matter how convincing your email is, it first needs to get passed the centuries, referred to as spam filters, at the email inbox. But your emails aren’t spam, they’re filled with great information that your clients want, and need. Well, spam filters aren’t so sure. The bright side, is that you can build your emails in a way that says to the offending inbox, “hey, so spam here pal”.

One of the biggest mistakes when sending emails is the overuse of pictures. Pictures are powerful, and they may be worth a thousand words, but it doesn’t mean that they should replace them. You need to balance the use of images with compelling copy. According to Alyssa Nahatis, Director of Deliverability for Adobe, it’s good to maintain a balance of 40% images to 60% text. Basically they need to compliment each other, not replace each other.

There are some basic guidelines that you can follow to make sure that your images don’t get your emails banished by spam filters. First, keep your images small. These are emails, not art galleries. Large images are a quick way for your spam score to go through the roof. Also, keep them relatively low res. A large file size could take longer to load and you may have lost your reader before they even see the image in the first place. Thirdly, keep your images near the top, and share the space with some text, this will keep a good ratio of image to text, and it will also be more compelling to the reader. Remember that as much as 50% of images don’t even show up in emails that arrive in a Gmail inbox. This means that if your email is too image laden, your recipient may not see the images anyway. You have about two seconds to grab your audience in an email before the make the choice to stay on the email or click away. If your images aren’t even visible, your copy has to make the case.

This is not to say that images aren’t still more engaging that just copy. It’s been shown time and time again that images, are powerful. Remember that emails and landing pages are two different things. You’re better off using small engaging photos in concert with good copy. Keeping this in mind will ensure that your email marketing in Santa Barbara will find its way to your intended audience.

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