How to Nail the Art of Visual Email Marketing

4 mins read

Interesting topic line ✅
Engaging and related copy ✅
Actionable CTA ✅

All these make up a high-converting e-mail. But there’s yet another factor that helps in getting most ROI out of your emails. That’s engaging visuals. Vennage has revealed that 49% of entrepreneurs price visible advertising as “essential” for his or her advertising technique. Three days later, individuals will most likely bear in mind solely 10% of the data they hear however 65% of the data whether it is offered with an acceptable picture.

So, if you’d like your emails to make a distinction and immediate the subscribers to take motion, utilizing visuals is a should.

That stated, let’s check out all the differing types of visuals and wealthy media you should utilize to improve the e-mail’s aesthetic attraction.

1. Images

Static photos come first, as they’re a primary but compelling half of visible e-mail advertising. Whether you need to show your product with a reasonably image or break down the content material with vectors, photos come in useful. If you need to pull the plug on prolonged textual content, use related photos together with a crisp copy.

Take a take a look at this e-mail by Touch of Modern. They have nailed the artwork of product images and included the excellent picture that might appeal to buyers.


2. Illustrations

Illustrations can be utilized as a robust storytelling device in emails. According to a survey, illustrations and infographics are performing higher than many different visible components when it comes to yielding engagement. Rather than utilizing inventory photos, you should utilize significant illustrations that add extra worth to the emails.
Here’s an e-mail by Harry’s that makes use of an illustration to depict the awesomeness of their face wash packs.


3. 3D Images

3D photos originated in the Seventies. They established their identification in internet designing and steadily made their means to emails. These photos add depth to the flat e-mail design and produce freshness to the subscriber’s inbox.
Burberry has integrated a pleasant 3D picture to promote their open areas in the e-mail.

4. GIFs

Let me take you again to the earliest utilization of GIFs in emails.
In the 12 months 2007, Lake Champlain Chocolates integrated GIFs of their emails, and to their sheer shock, it introduced 49% higher conversions.

Then, in 2014, Dell drove 109% income (marketingsherpa) with the assist of an animated laptop computer picture in e-mail.

Animated GIFs show to be extraordinarily useful in varied use instances, as mentioned under:

  • Displaying the enormous vary of merchandise obtainable in your eCommerce retailer
  • Inspiring wanderlust in the readers with engaging photos of the locations
  • Demonstrating the utilization of your merchandise
  • Promoting a brand new present launched in your OTT platform
  • Executing occasion-based e-mail advertising
  • Animating the typography to draw consideration to an necessary message

Anthropologie has used action-packed animation to present its merchandise. It portrays consolation and aesthetics and lures the readers to purchase.

5. 3D Animations

3D animations are a step above GIFs. If you need to additional improve the consumer expertise, use 3D GIFs as Lyft has accomplished.


6. Animated Illustrations

Illustrations with animations are a visible deal with. They assist in telling a narrative to the subscribers. If you go by the “Show, don’t inform” adage, strive utilizing animated illustrations in your emails.
Grammarly units the excellent instance of utilizing animated illustrations of their e-mail selling the midnight sale. The animated owl and clock type an important mixture to convey the message.

7. Cinemagraphs

GIFs are snippets taken from a video or an animation performed on a loop. On the different hand, cinemagraphs are subtle animations with a seamlessly limitless loop that take the subscriber again to a previous second.
Here’s an e-mail instance by Detour Coffee Roasters displaying the use of cinematography of their welcome e-mail.

Like GIFs, you should utilize cinemagraphs in the telecommunications business and add visible oomph to your emails. It will pique the subscriber’s curiosity and make them purchase an OTT subscription to watch the present.

8. Videos

You can add movies in emails in two methods.

  1. Place a video thumbnail with the play button and take the reader to the touchdown web page.
  2. Embed the video in the e-mail itself and let it play therein.

The first possibility is fairly easy in that you just simply have to embed a static picture in the e-mail that emulates a video thumbnail.
Here’s an instance.

The second possibility requires some coding experience. You have to contemplate e-mail consumer assist too, if you’d like to use embedded movies in e-mail.
Take a take a look at this e-mail template to expertise an embedded video in it.

Some Additional Ideas to Make Emails Stand Out

  1. You can use a monochrome design format with a single coloration in the emails.
  2. Add gradients to reinforce visible hierarchy and get the emails learn until the finish. You may even experiment with revolutionary CTA buttons with gradients.
  3. The key to utilizing visuals successfully is to observe the rules of visible hierarchy. Arrange the e-mail parts in a Z or F-shaped sample to information the readers. Also, adhere to the accessibility greatest practices.

Pro-tips for Adding Visuals in Emails

  1. The text-to-image ratio needs to be maintained at 80:20.
  2. As e-mail purchasers block photos by default, add an acceptable alt-text with each picture. This can even be helpful if the subscriber views the e-mail with photos turned off. It is a crucial accessibility greatest apply and aids the display screen readers in conveying the message to subscribers with visible impairment.
  3. Don’t add necessary data and CTA in the photos.
  4. An all-image e-mail will set off spam filters and hamper your e-mail deliverability price.
  5. Avoid inventory pictures in any respect prices. Real pictures work higher if you’d like to go away an enduring affect on the subscriber’s thoughts.
  6. Animations shouldn’t flash between 2 to 55 Hz; in any other case, it’s going to worsen the situation of photosensitive epilepsy.
  7. Keep shut tabs on the e-mail file measurement to guarantee quick loading. It will stop reducing into the consumer’s Internet bandwidth.
  8. While including GIFs and embedded movies, embody an acceptable fallback to curb rendering points.
  9. Use photos judiciously with out getting over the board.
  10. Test the emails in order that they render nicely throughout all the main e-mail purchasers and gadgets.

Wrapping Up

Remember these instances when it appeared unattainable to format emails with something greater than a picture? And now, we’ve got so many alternative choices to discover and make our emails extra enjoyable and entertaining. Besides visuals, you’ll be able to even use interactivity to add to the visible attraction. Test and see what works greatest for you.

Put your artistic hats on to create e-mail designs that resonate along with your e-mail subscribers. It will, in flip, carry you unmatched ends in phrases of open price, click-through price, conversion price, and ROI.

Featured Image Credit: Provided by the Author; Thank you!

Disha Bhatt (Dave)

Disha Bhatt (Dave)

Disha Bhatt (Dave) works as a Content Strategist at Email Uplers. She is a dentist, who has discovered her calling in phrases & technical topics. She loves to pen down travelogues and romantic quick tales in her free time.

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