Why you should not use images in your email marketing

Why you should not use images in your email marketing


Hi I’m Miriam Shaviv, here with today’s edition
of Mastering Email Marketing. And today I want to talk to you about what your emails
should actually look like. Now lot’s of companies, when they send out their marketing emails,
believe that the best type of emails have big graphics, big pictures. They might have
a really big logo of the company or perhaps a picture at the top, or a picture of the
person sending the emails. They think that makes their emails more attractive, prettier,
easier on the eye and that that’s better. That is actually really not the case. Unless
you are a retailer who really needs to send a daily offer, and then you’re going to be
relying very much on how your emails look and the emails are not going to be very wordy
at all, then you should not be sending very heavy graphics with your marketing emails
at all. In fact the type of emails that work best, are the ones that literally are image
free. They look just like any kind of email that you might send in your day to day business.
When you send out a regular email you don’t add an image and that’s the way that your
emails should look like, that’s how your emails should look when you send out your marketing
emails as well. Why is that the case? Well, first of all there is something about those
images that just screams marketing, the second you get an email with one of those big banners
you know that somebody is trying to sell to you. Nobody wants to read those. What they
do want to read are nice friendly emails that feel like a regular email, like they are coming
from your friend, that people are comfortable reading, because it just doesn’t scream marketing.
And that means no big images. There are other disadvantages of images as well, it’s not
just that they are warning signs that here is a marketing email, the email marketing
platforms don’t like sending those images either, they will lower your deliverability,
which is definitely not a result that you want. One thing I should say is that when
you do send these image free emails, that just look like any regular email, you don’t
want to send a plain text email. That’s what many companies might think is the answer,
but in reality you still need to send an HTML email, it just has to be image free. Why do
you need to do that? Because you still want to measure opens and clicks, and your email
marketing platform will only be able to do that for a HTML email. So it’s a little misleading,
because normally people associate HTML emails with images, but you don’t want to go plain
text for that reason, you won’t be able to measure the success of your emails properly.
So, go with image free emails, people will be a lot more comfortable with them. If you
look at how the big marketers do it, you will see that is inevitably how their emails look,
they absolutely do not bother with banners, images, pictures or graphics and that is what
you should be doing as well. Now, if you would like some help writing the kind of emails
which do get people to buy from you and to build up that really close relationship with
you, emails where you can offer your best insights, using, and build up lots of great
arguments, relying on the words that you’re saying and not on the pictures, then I have
some great news for you. There’s a resource that we have developed called ‘How to Write
High Converting Emails in 10-minutes or Less’, it is extremely valuable and you can grab
your free copy down below. I have put the link that you need in the description, so
just head over there, grab your copy and you will see how to write these kind of emails
extremely quickly, extremely effectively, and make them extremely powerful emails. Thank
you very much for being here today. My name is Miriam Shaviv and I will be back next week
with another edition of Mastering Email Marketing. Thank you and have a great day.

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