A thousand words?
Does a picture speak more than a thousand words?
I don’t believe so.
Clients and prospects often ask why we favour a text-based email over a well-presented and easy-on-the-eye email.
Sixteen years doing this - and over 35,000 campaigns - tells me that they work better.
You can’t hide from stats.
Whilst we fall into the “marketing” sector, we don’t do marketing in the traditional sense.
We just generate leads, with a hint of brand awareness thrown in for good measure.
Clients come to us because they want leads, usually at a low cost and usually quickly.
Whilst we can prepare an email that looks good on the page, we always prefer to prepare an email that we feel gives the client the best chance of getting leads and, ultimately, sales.
We get overruled a lot on this by the client - their prerogative, of course.
However, the text-based follow-up we run for every client, that we insist on, more often than not proves the point.
There are, of course, some exceptions to the rule, but not many.
If you do opt for images, make sure they are relevant. Relevance is more important than ingenuity
8th July 2021