Take a look at these e-newsletters, which of them do you like more?
These are emails from the ReallyGoodEmails website —“Apps&Services” category
There are two types of email marketers: those who prefer to follow the MailChimp recommendation about the 20% to 80% text-image ratio as a standard, and those who don’t.
Does it mean that the latter makes a mistake?
But don’t judge too soon.
In this article, we will analyze all the pros and cons of the image-based emails and tell how to avoid problems using this newsletter type.
Image-only email is a message with almost purely visual content and little percent of the text.
Approximately it is the opposite of the recommendation above:
You may say it’s a crazy idea to send such messages, however, I’m not alone in my sympathy to these email campaigns type.
After three years of careful analysis of the best email marketing practices for the AtomPark Software clients and blog readers, I’ve noticed that email subscribers really love bright emails.
And I have a list of coherent arguments on this:
There are no limits for a designer’s imagination here. Moreover, when email subscriber opens this newsletter she/he sees that it was done with love, and the brand really cares.
Anyway, there is a reason why email marketers avoid using it.
And it is right because there is a danger to repeat the next failure:
Actually, here is how it looks when it isn’t blocked:
Let’s talk about the reasons that could lead to this situation:
Nonetheless, brands like J.Crew, REI, Taco Bell, etc. successfully use it and have their campaigns reach the inbox. Do their marketers have the knowledge, inaccessible to simple muggles?
Maybe, but I’ve analyzed their email tactics and found this secret.
Here is a part of the Coffee Trade newsletter:
Have a look at your email now. Make sure that people understand your message even when pictures are turned off.
That’s all, but before testing your campaigns be sure you don’t forget about the basic tips of the newsletter content:
So the answer to our main question today is yes, image-based emails are cool. However, you must be very careful with the design of such a campaign to keep it visible for subscribers.
Now you know the secret knowledge and can impress your clients with the bright newsletter design in their inbox folder!
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