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Using Images in Email Marketing

Category : Email, marketing

Images have the power to tell a story that words cannot begin to convey. ClickZ has begun a series examining consumer email behavior and in this installment, they look at utilizing images in your email marketing. They offer this analysis with statistics:

Since most email clients turn images off by default, I’m often asked about the use of images in email messages. Because we live in such a visual world, where images and videos are seemingly everywhere, consumers are expecting to see images in your email creative. Moreover, with the popularity of reading email on mobile devices that are fully equipped to render HYML, the audience who requires text-only emails is shrinking.

It’s important to have a properly formatted email creative with a compelling template, as this will assist in driving audience engagement and potentially advocacy. Given that images are turned off, my firm set out to measure how many consumers actually turn them back on. We found that:

  • Fifty-five percent of consumers stated that they turn on the images in the emails that they receive, which rivals the 57 percent of consumers that state they check their primary personal email account on their mobile devices.
  • Far fewer consumers add sender addresses to their address book, which in most email clients will enable image rendering by default. Sixteen percent of consumers stated that they added an email marketer’s email address to their address book.

It’s good to know that some people don’t block the wonderful visuals you are trying to provide, but you should also be prepared for those that do. The article goes on to discuss some best practices for including images in your email marketing campaign further. This will ensure that the people you are trying to communicate with actually see what you are trying to convey.

Are you integrating your email marketing and social media efforts?

Category : Email, Social Media

If your answer to that headline is no, you may want to take a look at this survey from AWeber Communications:

  • Email marketing continues to bring significant value to businesses with more than 82 percent of respondents planning to increase their email marketing efforts over the next year.
  • The more social media grows in popularity among consumers, the more attention it will receive from marketers. Almost 70 percent of small business marketers are employing some sort of social media tactics and a majority (77 percent) indicate that integrating email marketing and social media is either “very important” or “moderately important.”
  • The most popular tactics at the moment involve spreading content onto additional mediums such as sharing email newsletters on Twitter (36 percent) and delivering blog posts via email (35 percent).
  • 54 percent of respondents indicate they intend to use Facebook as a tool to help build their email lists
  • Nearly 20 percent of respondents indicate that integrating email marketing and social media increased customer loyalty
  • Almost 12 times as many respondents said that email marketing ROI is more easily measured than social media ROI (61.46 percent versus 5.28 percent)

You can see more of the survey and what they had to say here. If you’re not integrating your efforts across all of your mediums for communicating with your audience, what are you waiting for?