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Next, we'll discuss images. What should you consider when designing email templates that use email images? What are the pros and cons of using email images? And what are the best practices for using images. Let's dive in and explore the hows, whys, why nots of emails and imagery.
So the first question is, should you use images? If so, how many? What's too many? And first of all, yes, you should be using images and it is really important for driving conversions and promoting your brand. You have to strike a healthy balance between using images in a way that will benefit your performance and using text.
What you don't want is to detract from conversions because of overloading it with images.
Let's see how images can be used in your emails. You can embed an image which means you attach the image or the second method is to provide a URL reference to the image located on your server, the same way you would a web page.
We'll look at the pros and cons for both to help you decide which is best for email deliverability and conversions.
With image embedding, essentially, you are attaching inline image to the email using HTML image tags that reference the image. The main advantage to this approach is that recipients are sure to get the image whether they download it or if it's displayed in the email.
The cons to this approach are that it increases the overall size of the email causing varying results across email clients and higher spam scores as spam filters look out for large embedded images. Another thing to be aware of when embedding images, unfortunately, image files are used to plant viruses on computers.
To combat this, most email service providers set the default setting on delivered messages to images off, meaning that a large percentage of your emails with images do not get seen unless email users turn on image viewing.
The second way to add images to your email, an image link, provides an attached URL references which comes with its advantages and disadvantages as well.
In comparison to embedded images in the email, it's less technical, requires very little effort, and it keeps the email weight light meaning you won't get caught for spamming. The downside to this approach is that the recipient will need to actively turn on image viewing in their email settings to see the image. As we've seen, both approaches come with their pros and cons.
The best way to figure out what will suit your email campaign means you need to look at the marketing emails you've seen from large scale companies, view the code. So, for example, in Gmail, you can click show original and look at their email headers, discover what's working for them, and apply it to your own.
There are a number of factors to consider when including images.
So, we've discussed the importance of using imagery in email, how to embed them and what the downfalls are to consider and avoid. Now we will look at the best practices and top tips for using images in your email campaigns.
Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.
Inbound marketing manager @ Poppulo
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ABOUT THIS DIGITAL MARKETING MODULE
This module begins with the fundamentals of email marketing and how the concepts of segmentation, personalization, timing, engagement, and the legislation and regulations surrounding data protection underpin an effective email marketing strategy. The module introduces key email marketing tools and techniques and explores subscriber list and email design best practices. It covers how to create, test, and optimize an email campaign that maximizes email open and click rates and provides an overview of the value provided by marketing automation tools.