Fun fact: Email marketing delivers clickthrough rates that are up to six times higher than that of social and generates the highest ROI of any marketing channel.
That’s a powerful stat! We’re going to assume you’re using email marketing as part of your strategy. If you’re not, let’s chat.
It’s hard to quantify how many words a picture is actually worth, but data shows that a strong image can increase the desire to read a piece by 80%.
So, how do you select the right image?
There are a few key factors to consider when selecting images for your email campaigns.
- Subject: A study at MIT revealed that images with people in them are the most memorable followed by human-scale images and close-ups of objects.
- Color: Color selection is all about evoking emotion. Colors don’t necessarily outperform one another. It really comes down to what you’re trying to get your reader to feel. Head over to MarketingProfs to see what emotions are associated with colors.
- Filters: Remember the first iteration of Instagram? It was all about those filters. Warm temperature filters are said to have a greater impact on engagement. You’ll have to test that one out to see if it really moves the needle but definitely stay away from aging filters.
- Personality: Let’s get scientific real quick. The Big Five personality test is by far the most scientifically validated and reliable psychological model to measure personality. You can dive into the Big Five on your own, but the key takeaway is that your images need to speak to the personality of your users.
