Today I reviewed someone’s email that they sent out to their contact list and they were curious because they feel like they weren’t getting any response to their email. What I saw was that they had a picture–a JPEG, actually posted in their email, and that’s all there is to it! There was nothing else with it other than of course a subject line and the picture.
Well I explained to them that first of all, Gmail’s default is that we don’t see pictures. So it won’t display the picture, unless they click on a link that allow photos to show up in the email. So know that about 65% of the people got your email, but they probably didn’t see the message since it is in a photo format. What they saw is a big “X”, and unless they have a really strong relationship with you or know you, the chances of them clicking on the little link “This is display images” is small to none.
But let’s say that they saw the photo. And you have a bunch of information there that cater to different customers. Another problem for you as a marketer is that you will not have a way to gauge which of your audience is more interested in what information, or item because they were all just in one photo. What you can do to increase your email marketing is to get rid of that one picture. Or, don’t just put a photo in there and expect marketing returns. You have to give your audience something in writing that they can click on to, or gather more details about what you are sharing.
Another tip, make sure to make it mobile friendly. Most people read their emails on a smartphone, and if you want your message to get across, you have to make sure that your message is easy to access and readable. Test out your email before sending it out, both on your desktop and smartphone, to ensure that they receive a nice copy. If you are targeting in your local area, and you have issues of slow mobile internet connections, make sure that your photo isn’t too big so it doesn’t take long to load on smartphones.
Take a look at your email and if you’re thinking about doing a picture email, stop right now, don’t take a picture, don’t change a PDF to a picture, stop right now, instead, pick a part of a text and put it into an email. Or mix it both of them well, with just the right balance of words and photo to give your customers more for their time. As you make such simple changes, you will soon notice responses from your email marketing.
Justin Duron is Digital Assets Manager | Craftsman for Know, Like + Ignite. Justin manages and monitors the reports, data, insights and gives us a look at what’s actually working and not just the “bright shiny” vanity numbers!