This blog is Part IV in our series on dissecting an email. As we stated in Part I: Subject Lines, we’ve found that optimizing emails for performance is a little mystifying for some people. Here at H2H Consulting we enjoy using images in our emails, so we thought we’d share our tips with you.

Have your logo image at the top of the email. This is a smart practice just to clear up any possible confusion regarding whom the email is from. In addition, in the case that your email gets forwarded, it’s a good branding opportunity. However, don’t let it be the entire top banner of the email. If you do that and someone wants to contact your organization you don’t want them to have to work to find your email or phone number.

Make sure your images are relevant. While it’s good to have pictures accompanying text, don’t just drop any old image there. If the image doesn’t relate to the content, your audience might get confused and not continuing looking at your email.

Include links on your images! You can direct viewers to a video, your website, or social media sites by including links on the pictures. This is one of the easiest and most convenient ways to get your email subscribers onto your other sites. Many people click on the image as a link rather than an actual link.

Mix up the types of images you use. Whether it’s a still image, an infographic, or a video (which we include in this category), by changing up the type of image you’re keeping the emails interesting.

When you upload your images, if you are using a system like Constant Contact, you can add a description so if the image doesn’t display it provides more information to your subscriber. Whatever you do, don’t label them Logo or Picture 1. This is a great chance to share information with your subscribers so over your logo, add your tagline or website.

While there are definitely benefits of including images, it would be irresponsible not to mention the downsides.

  • Images don’t always immediately download. If you rely too heavily on images with text and don’t include any regular text, your readers could miss the message you are trying to relay. Make sure your email displays well without an image. In systems like Constant Contact you can preview the email without pictures, which is important.
  • Too many images can send your email to a junk or spam folder. Some reasons that your emails may not be reaching the inbox could be that you include too many images or the images are of low quality. Limit yourself to 3 photos, if possible.

However we believe that the benefits of using pictures in emails far outweigh the possible costs.

Hopefully this post has given you some tips ways to incorporate images into your emails. Check back soon for our next post in the series, including links!