Matt is a Marketing Communications Manager, focused on spreading the good word about technology that makes our lives easier. He lives for food and friend experiences in urban spaces.
Email marketing is here to stay, but with the speed at which technology develops and rolls out, best practices for effectively reaching your audience continue to evolve. Let’s skip right to it: injecting your email copy with images statistically promises higher engagement.
I’m going to blame the internet - or rather, point to it as the source of our information overload. Our curiosities are kindled, lit, and stoked by the endless directions that we can go on the world wide web. One springboard is the email inbox. As real estate professionals, you know all too well the importance of precise marketing—and the limited window you have to capture the attention of email recipients.
Studies indicate that our minds process images tens of thousands of times faster than text. Surveys show that for some consumers, the quality and relevance of images is more important than the quality of the product itself. And the photogenic aspect of “curbside appeal” has even more meaning in inboxes, as almost all of home searches start online today.
Here’s how you can make the most of your email marketing efforts with images:
① Choose relevant, high quality images.Make sure that your selected image grabs the attention of the recipient—for the right reason. It should be a polished illustration of the messaging you want people to remember.
② A little less conversation.Remember the old saying, a picture is worth a thousand words? Let your image be the spatial reminder that the attention span for information is increasingly shorter, so dazzle your recipients with an image that projects the words you carefully choose to achieve brand awareness and relationship-building.
③ Use your images as a secondary call-to-action button.Hyperlink your images to take email recipients to a certain property, a blog article, your personal page, or some other online space that builds upon their burgeoning relationship with you as a real estate professional.
Improvements to the Email Script Builder
The Zap team recently made improvements to the Email Script Builder so that it is very easy to upload an image from your computer right into emails. Don’t hesitate—include images today for more maximize impact and reach with your SOI.
Check it out:
If you’re already using the new image upload functionality, what kind of images are you incorporating into your email marketing efforts?