We’re back with part two of our mini-series on using images in email marketing. Last week, we covered how to use high-quality images that fit your campaign message, optimize file sizes for faster loading times, and ensure your file formats are compatible with your email marketing service provider.
This week, we will explain how to test variations of visuals in your email marketing and how to use A/B testing to get the best email open rates and click-through rates. This might sound a little complicated, but we’ve gathered practical advice and information to help you take your email newsletters from good to great:
Test Multiple Variations of Visuals in Emails
With so many different types of visuals to choose from—photos, videos, GIFs, infographics—how do you decide which one will give you the best response rate? The answer is simple: test multiple variations before sending your final message.
Say you have an email campaign that promotes a new product. You could create three versions of the same email with different visuals in the main body of the email:
- Version 1 with a photo showcasing the product.
- Version 2 with a short video demoing how to use the product.
- Version 3 could include an infographic highlighting key features and benefits.
You can identify the most successful visual by sending these versions out to three separate segments and tracking which gets the highest customer response rate. Once you know, send out your final version featuring only that particular visual.
This approach is beneficial because it keeps customer engagement high by creating fresh content, allows you to measure and track customer response in real-time, and eliminates guesswork by giving tangible data on what works best. Testing multiple variations of visuals in emails gives you a better understanding of what resonates with your customers and ultimately drives higher response rates.
Use A/B Testing or Multivariate Testing
A/B testing tests two versions of an email to determine which performs best. Similarly, multivariate testing allows marketers to test and compare different email response rates, click-through rates, and other metrics.
For example, if your company sells shoes online, create two separate emails featuring different styles from your collection. Then send out these two emails to a sample group of customers and track the response rate for each one. The results will tell you which style resonated more with your customers so that you can focus on creating content featuring those styles going forward.
A/B or multivariate testing is critical when using images in email marketing for three reasons:
- It helps identify which types of visuals resonate most with customers or if you need to find different images.
- It enables marketers to make decisions based on tested results so they can refine their campaigns over time.
- It helps optimize content for maximum customer engagement, and gives insight into customer preferences and interests.
The possibilities that come with this strategy are endless and, when used correctly, can amplify your message’s reach ten-fold. Now that you know the basics of smart email marketing with images, it’s time to take your campaigns to the next level. Go forth and let your emails shine!
Thanks for reading our mini-series on using images in email marketing (don’t forget to check out part 1). Need help with your newsletter campaign? Contact us to learn how the marketing experts at Fisher Green Creative can help.
Guest contributor Ivy Attie is a researcher, content manager, and featured author at Stock Photo Press, a digital platform with over a dozen websites specializing in stock media and visual communication. She writes content focused on valuable resources for visual creatives, business owners, and anyone seeking to create content efficiently. A passionate communicator with love for visual imagery & digital marketing, Ivy also enjoys literature and the performing arts.