The 7 Types of Images That Can Help Improve Your Email Click-Through Rate


Sure, a picture may be worth 1,000 words – but only if it’s the right picture. To help you avoid resorting to generic stock photos, we’ll show you the 7 types of images you should be adding to your email campaigns, plus where to find them.

When you find yourself trying to deliver a lot of information via a single email campaign, the first question should really be, “How can I make this simpler?”, or “How can I express this better?”. Instead of overwhelming readers with text, images can often be used instead to summarize ideas, or create appeal. So, let’s get started on a couple of ideas for creating evocative campaigns.

Statistics, reports, and complex data can often be hard to comprehend and see the key messages in, but using charts and graphs to represent the data can make it much easier for scanning readers to grasp the key message you are trying to tell.

Here are a few tools to help you create charts and graphs for your email campaigns:

Using screenshots in your email campaigns can be a great way to showcase new features orproducts. Instead of simply explaining the way your application or website works, give readers a visual overview of it so they can see for themselves just what they could be getting.

Here are a few tools to help you create screenshots for your email campaigns:

Sometimes you just need a real, personal image of your product or business to show people how great it is. In this case, don’t be afraid to snap a photo yourself and include it in your email campaign. Even if your photo isn’t the highest quality, personal photos might be just the realistic touch your email subscribers are looking for.

Here are a few tools you can use to create great personal images for your campaigns:

Soon, we’ll be posting on how to add Instagram photos to your campaigns using our RSS-to-Email service – stay tuned to our blog for more.

Using the right stock image in your email can create an emotional response to your product or service – and hopefully, convince people to click through. Pictures of amazing food do a great job of say, enticing people to make a restaurant booking, while images of tropical locations can be enough to inspire people to take a holiday. Think, sunny beaches when it’s raining miserably outside.

Unfortunately though, there are a lot of cheesy stock photos on the web – which will only do the opposite (and yes, drive away potential conversions).

To find the best stock photography for your email campaigns, check out these sites:

Alternatively, if none of these have the right images for you then check out our post on 8 free sites to get amazing images for your email campaigns for more options.

If you can’t find the perfect image for your email campaign, sometimes the next best option is to create your own. Although this can seem daunting for anyone who isn’t a master at Photoshop, it doesn’t have to be high design; it just needs to help get your message across and create desire amongst readers to convert.

Fortunately, there are some great tools out there that allow even those without professional design skills to create great looking images. These include:

Using comics in your email campaigns can be a great way to make your business and your message seem friendly and approachable. Whether it brings a laugh, a smile, or a nostalgic memory from the past, these kind of fun images can help make your business more relatable and likeable (although you have to be careful to not overdo it).

Here are some resources to help you find comics for use in your email campaigns:

Campaigns with a lot of copy or images can sometimes be a bit overwhelming – so sometimes, it’s a good idea to use icons to express ideas in an easily-scannable way. We commonly see icons used to highlight key features in a product and unlike more complex photos, they tend to keep the reader on the message at hand.

There are plenty of icons available on the web, so we’ve narrowed down the field to some of our favorite resources:

If you don’t have the time to browse through the collections on these sites, you can check out our post on 6 free icon sets you can use in your next email campaign.

In conclusion

Using these different types of images in conjunction with our easy drag-and-drop email builder and your snappy email copy, your campaigns can accomplish more than ever.

Your turn: Are there any other types of images you’d add to this list? Let us know!

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