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The Power of Pictures

Every so often, you’ll check your email and find a plain text sales promotion. It’s not eye-catching, interesting, or easily understood. What do you do? Delete it. That’s right, you delete this perfectly good email.

The reason most people delete emails such as the one from the example is because they don’t have the time, nor do they want to spend the time, to read the copy. They want headlines and pictures so they can look at it and instantly know what the email is about. So if you’re not using things like pictures and headlines,¬† your missing out. Big time!

The easiest way to grab a reader’s attention is with a picture. Most successful emails have one near the top of their email. The purpose is to draw the reader in, and it almost always works. The catch-22 is that¬† you have to be very careful about the pictures you use. For example, for a car dealership to include a picture of a puppy doesn’t make a lot of sense. But if that puppy is riding in the newest model of their top-selling car, that picture will be much more effective.

You also have to customize the photos to suite the audience the email is being sent to. For example, clothing manufacturers that target teens and young adults would not benefit from using pictures in which the models are in their 40s. The same is true on the flip side. If you’re targeting and older audience, don’t use pictures of 20-somethings.

A picture is worth a thousand words, and with a little thoughtful preparation you can make those thousand words count!

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