Despite the upward trend of social media marketing, email marketing continues to be one of the most powerful tools for businesses to connect with their audiences. With 4.48 billion email users worldwide and 59% of people admitting that email marketing impacts their purchasing decisions, email communication is widespread and highly effective. If you’re a small or medium-sized business, leveraging visually engaging email content is key to standing out in a sometimes overcrowded inbox.
Utilizing the right visuals in your email marketing strategy can boost engagement and drive results, regardless of your audience. But what exactly makes a good visual for email?
Why You Should Care About Visuals
Before diving into the tips, it’s important to understand why visuals are crucial. Over half of businesses send marketing emails two to four times a month, so standing out in crowded inboxes is no small feat. Moreover, with 61% of consumers spending at least eight seconds per email, the visual aspect of your email has to grab attention immediately. High-quality, well-placed images and graphics make emails more engaging and memorable, leading to higher conversion rates, whether a sales campaign, retention campaign, or a simple introduction.
1. Use High-Quality Images—But Keep Them Relevant
The quality of the images you use speaks volumes about your brand. Low-resolution, generic stock photos can make your email feel impersonal and unprofessional. Skip the stock photos and invest in high-quality images that are visually appealing and relevant to the message you’re trying to convey. The right images show your brand’s identity and professionalism, and relevance is just as important.
If you’re a national brand introducing the newest board member, introduce them with a professional headshot. Or a medium-sized business informing your clients of a new space, give them a tour! Or even a local sub shop sending out a newsletter about your latest menu items, show off your subs! We encourage our clients to build a media library of images that keep the look fresh, authentic, and aligned with their brand. Your audience wants to see you, not some generic stock photo.
2. Personalized Visuals for Targeted Campaigns
Email personalization goes beyond addressing your customers by name. Your visuals should be tailored to the audience segment you’re targeting. For instance, if you’re a retailer sending a promotion to loyal customers, showcase new products that might interest them. For new subscribers, introduce your brand with welcoming, familiar imagery that gives them a sense of who you are.
Marketing companies like ours have seen how personalized email visuals can lead to higher click-through rates. It’s not just about calling someone by name—it’s about tailoring every element, including images, to make recipients feel seen and understood.
3. Don’t Neglect Mobile Optimization
With over 4.5 billion people worldwide using email in 2024, most of them are checking their inboxes on mobile devices, which means ensuring your visuals are optimized for mobile is key. A study by Forbes highlights that 59% of millennials primarily use their cell phone to check email, and over half of consumers won’t engage with content if it’s not mobile-friendly. If your email visuals aren’t mobile-friendly, you may frustrate potential customers who can’t properly view your content on their smartphones.
Responsive design allows your images to adjust smoothly to different screen sizes, so it’s a good idea to keep your visuals simple, make sure they load quickly, and always test how your emails look on mobile devices before sending them out.
5. Maintain Brand Consistency
Consistency in visual design is crucial to building brand recognition and trust. Every email you send should reflect your company’s overall branding, including your color scheme, logo, font, and even the type of imagery you use. This consistency creates an aesthetically pleasing experience for your subscribers, which makes them more likely to engage with your email content and your business.
With the right approach, high-quality images, mobile optimization, personalization, and dynamic content, your emails can stand out, make a lasting impression, and increase open rates, click-through rates, and conversions.
As a full-service marketing firm in Pittsburgh, we understand the challenges small to mid-sized businesses face when competing in the digital world. We’re here to help you craft compelling email campaigns that drive results and keep your customers returning. Contact our team when you’re ready to let your visuals do the talking!