When kicking off an email marketing campaign for the first time, one of the biggest issues brands face is how best to divide their messages into text and images. Text will be where most of the information is presented, although large swathes of it can put users off, many of whom may simply delete it without reading. Images, meanwhile, capture attention but may not be able to provide all the information needed.
With this considered, where does the balance lie between text and images?
Firstly, brands must look at the aim of the email they are sending out. If the campaign is promoting a sale, for example, large-scale images will usually take preference as the message is simple: “We’re having a sale, click through to the site to see some of the bargains.”
In other, more serious campaigns, however, a larger volume of text is needed. If the email is aimed at addressing a pressing issue, for example, this would need more text as bold images may seem a little crass for the subject matter. Likewise, testimonials, corrections or fact-heavy messages would work better with more text than images.
With each of these categories, there is a balance to be achieved. Text-heavy emails do not need to only offer reams of type, but can be broken up with a series of images. This not only makes the message easier on the eye but makes it more readable and less daunting for those attempting it from the very beginning. Likewise, images of the company logo should also be used to keep campaigns uniform and ensure the reader is fully aware of exactly where the message came from. A well thought out email marketing campaigns will create great brand awareness, and your company logo being included will go a long way to driving that awareness.
Where image-heavy emails are concerned, it’s also worth including the message in text underneath for those users who have images disabled. For example; if your email is going through to someone’s junk mail folder and not their inbox, or being viewed on a mobile device, images may be automatically disabled, so having the message in text form also means you can connect to everyone who receives the message, regardless of their email settings.
So whilst the idea of playing images off against text can seem a daunting one, it is easy when you consider it needs a healthy balance, weighted in a certain direction depending on the message.
