How to use images to improve your email click-through rate

When you find yourself wanting to deliver a large volume of information in a single campaign, images can be used in place of text. After all, a picture is worth 1000 words. But at the same time, it's important to choose your images carefully and avoid resorting to boring, generic stock photos. So here are some tips for selecting images:

Graphs, charts, statistics and reports

Sometimes data can be hard to take in, especially if it's displayed in an overly-complicated way. That's why it's better to use simple charts that a scrolling user will be able to make sense of straight away. Piktochart is one website you cna use to create simple charts. You just have to enter your data, then select the type of chart and the style, and your graphic is generated. These charts will come ready-to-go, and will look great. Alternatively, you can use good old fashioned Microsoft Excel, but bear in mind you'll have to make it look striking yourself. 



Screenshots

Using screenshots is a tried and tested way to get your point across. Instead of long-winded paragraphs explaining how to do something, simply use the print screen function on your PC (or shift+command+3 on Macs) and show the visitor. You can also crop and annotate the screenshot in Photoshop or another editing program, and even add it to stock photos of computers and tablets using a tool like PlaceIt. PlaceIt allows you to add your screenshots to a variety of different screens, giving your screenshot a professional look. 



Personal images

Sometimes, a personal touch is the best one, and it's up to you how you achieve this. If you don't want to hire a photographer, don't be afraid to snap a photo or two yourself. Most people nowadays have more than decent cameras on their phones, so use that to take photos for your email campaigns. 



Stock photographs

Although many people use irrelevent, clichéd stock photos, there is a place for them, providing they're used correctly. It can be difficult to find the right stock photo, so try looking on Death to the Stock Photo. This site contains hundreds of great images that break through the tired, cheesy stock photo norm. IMFree also contains a large number of well-organised stock photos for you to match to your content. 



Create your own

A daunting prospect I know, but sometimes if you can't find the perfect graphic, you might have to look into creating it yourself. But it doesn't have to be a work of art, requiring years of experience in Photoshop. There are great tools out there that allow you to create striking graphics to use in your email campaigns. Canva contains a gallery of stock images for you to customise with text, banners, frame and buttons.



Icons

Campaigns that contain buckets of copy and countless boring stock images can be overwhelming for recipients, so try using clear, bold icons instead. Well-known symbols like a music note, video camera, book or pound sign can de-clutter your campaign enormously. You can download icons from The Noun Project, an online collection of both free and paid icons, or GraphicRiver, where professional designers sell their icons from as little as $1. 



Overall, what you need to remember is that pictures can work wonders for your email marketing campaign if you use them correctly. From charts to custom photos, there are lots of different images for different situations. Remember, you don't have to use all of the examples mentioned here, but one or two will simplify your campaign enormously.