A picture is worth a thousand words, or so the old saying goes. So understanding how to use images in e-newsletters effectively is quite important. Here are a few tips to ensure that your images in email newsletters work to your advantage.
Always use calls to action
It's absolutely paramount to use a call to action on each and every image you include in an electronic newsletter. Unlike text links, which require action verbs that are specific to the story at hand, calls to action on images can be as simple as "Click Here." You can elaborate to a limited extent, but keeping your calls to action as short and sweet as possible will encourage a substantial number of clicks. For example, when we included the words "Click Here" on our images, our click-through rates doubled.
You may ask yourself why a call to action is needed in the first place. The answer is because recipients may mistake your well-crafted images for simply a supplement to an article as opposed to an actual advertisement. The bottom line is that if you put an ad in your e-newsletter, let the user know that it should be clicked.
Watch the file size and type
Remember that you're sending your e-newsletter to a variety of email extensions and each recipient has a differing level of computer aptitude. Only include .jpg and .gif images, as most email clients can support these two extensions with little setback. When you begin using .png, .bmp, and .tif images, your chances of proper delivery shrink.
Generally speaking, the smaller the file size of your image, the better. Not only will your users be able to download them faster (thus receiving your information much more quickly), but your image will have a lower chance of finding its way into the spam folder. Ensure that your entire campaign has a delivered size of less than 40 KB and test it out beforehand to ensure that it passes this criterion.
Be aware that animated images mean more content
Animated images have become all the rage in e-newsletters. These use Flash or other technology to make multiple frames show up in the same image area, thus increasing the amount of content that is sent to readers. In addition, the rotating nature of these images draws the user's eye, creating even more exposure for your message.
When you create animated and rotating images, avoid any overly distracting movements like shaking, spinning, or pulsating. Just keep your message simple and rotate as you see fit.
Use image branding
Images should be used to label sections of the newsletter. They provide an eye-catching way to divide your mailing and should be of uniform color. Ask your graphic designer to create a newsletter color scheme that mimics what's found on your Website in order to preserve any branding you've been able to create. When possible, use the exact same header in your newsletter as you'd find on your Website so that your recipients know immediately where the mailing came from. Moreover, be sure to include your logo on your header and in any relevant images. Remember, an image is your personal billboard! Don't be afraid to promote yourself.
Remember: Square + rectangle = success
Square and rectangular images should be used over obscure shapes. In order for your newsletter to be as straightforward as possible for your users to navigate, use basic shapes. In addition, square and rectangular images will afford you ample real estate to convey your message. Ideally, images will accompany stories within your newsletter, making these types of shapes fit perfectly and look professional.
Translate everything
If you send images in multiple languages or in multiple formats, remember to adjust the images as well. If nothing else, change your calls to action, which are the real drivers of clicks in electronic newsletters.
— Dan Cypra is an Internet gambling industry expert and writes for several of the leading poker news sites on the Web.
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