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BizReport : Email Marketing : March 04, 2015

Study: Images linked to email success

As advertisers continue to look for new ways to increase engagement with email campaigns, it is important not to forget the images. That's the takeaway from a new report out from Constant Contact. Researchers with the firm looked at how images and text are pushing click-through rates.

by Kristina Knight

The key takeaway? Three or fewer images and 20 lines of text is the email sweet spot.

"Click-through rates are perhaps the truest measurement of the quality of an email's content and its effectiveness as a marketing tool," said Christopher M. Litster, senior vice president, sales and marketing at Constant Contact. "Regardless of industry or customer base, click-through rates convey how often you are able to get your email subscribers to go where you want them to go and complete your call-to-action. This new research is a big step forward in helping small businesses craft email content that will result in even more successful campaigns going forward."

One interesting takeaway is the difference between what list members will read in the for-profit and non-profit sectors. For example, non-profits campaigns with 20-30 lines of text held high click-thru rates for readers of Association campaigns. Between 15-30 lines of text is the sweet spot for Membership organizations and Religious groups didn't see a drop-off of clicks based on image number.

It is different in the for profit world, however, and the differences are varied across sectors. Some interesting takeaways include:

• Business product/service brands saw high click throughs with between 13 - 16 images, likely because list members want to see images of products
• Restaurants, salons and spas showed high click-thrus with up to 15 images
• Click-thrus for office suppliers were highest for those with fewer than 15 lines of text
• Real estate agents saw the highest click-thrus for emails with up to 35 lines of text

Retailers have the least wiggle room. Click-thrus for emails with 17 to 19 lines of text were 50% better than those with more than 19 lines of text.

Image via Shutterstock

Tags: constant contact, email content, email layout, email marketing, email message trends

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