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Testing tip of the week: Using images in email

Email industry best practice recommends a 60/40 image-to-text ratio, not even including the text you overlay on images. What we’d like to challenge you on this week is the way you use those images…

Alternative image placements

  • A layout that has been popular in recent years is alternate images and text like in the example below from our own newsletter.

Alternative images newsletter

  • You can also try using a Pinterest-board style by leading with the images and using them side-by-side. This is particularly useful if you have a visual business, like fashion or crafts.

side-by-side images newsletters

  • Stack images one under the other if you are conveying points of equal value (think of them as visual bullet points).

webinar image example

  • Use a full-width image header to highlight the most important point of your email (think of it as a banner) and follow with icons with small images, like Future did in this case study.

Future-email-editor

These are just some ideas, but whenever you decide to test the layout of your email campaign, make sure you have a reason. What are you trying to achieve – more clicks? More conversions? If it’s you’re trying to convince people to download a report, try leading with a full-width image of a chart rather than alternating photos of percentage numbers. More context might lead to more downloads if that’s your goal.

Let us know what and why you tested a particular image placement in the comments below and check our other suggestions too.

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