Pros and cons of text and images in email
It is no news that one of the elements to which e-marketers pay the most attention is the email or newsletter design. It is a component that is strictly related to the branding of the brand or company and the originality and creativity of the email depends on it. However, we cannot forget that behind such a visual aspect, there is also the performance we can get from it. Therefore, very often, marketers wonder whether the design of their emails is adequate or not and what changes can be made to maximise results.
In this post we will ask a series of questions that you have probably already asked yourself: does my email have to have more text or images, what is the perfect balance between both elements, does it affect creativity or performance?
Let's start by talking about images. The use of more or less images in an email has its pros and cons. On the one hand, they help us to achieve a much more attractive and visual designthat captures the subscribers' attention and invites them to read the email and even to participate more. Therefore, a design with more images than text can often lead to a increase in clicks thanks to the visual power they provide. However, on the other hand, when we choose to constantly send emails that are image-heavy, we run the risk of being classified as SPAM in the long run.. Anti-spam filters consider image-only emails to be a factor in identifying advertising, so this would not be a recommended practice. It can also slow down the loading speed of the images themselves and we would agree that this is not helpful in a context where more and more email opens are done via mobile devices.
But what if we opt for a campaign that has much more text than image, or just text, would that be a better decision?
In this case, it is also not good practice for an email to contain a lot of text. per se. It will be more difficult to come up with a creative and visual email that attracts the reader as soon as they open it. Probably user attention and interest will decrease considerably and with it clicks and conversions.. Let's remember that a picture is worth a thousand words, especially when it comes to getting the user's attention in a few seconds.
Answering the 1st and 2nd question, the secret formula will depend on our database. It is best to get into the habit of always using native texts in email for this factor to be conducive to a good reputation in the long term. But in order to make decisions we should always test whether text-based or image-heavy emails work better for our database.
By doing so, we will be applying one of the best practices for achieving aa good reputation as a sender and achieve a good deliverability rate. But it has to be a constant work of good practice, not everything depends on a single shipment.
