A very common strategy in email marketing is using images in the body of the email, or even turning the entire email into an image. Doing so serves a few purposes: the email content becomes less likely to fail depending on the browser being used, and data collection becomes easier — tracking email opens requires enabling images. These facts, and others, have led many companies to adopt image-based email marketing campaigns. Below, we present a case study related to using images to encourage open rates — and whether or not it is a good idea.
Context and A/B Test
Canopy Labs worked with an entertainment company to optimize their email campaigns following performances and events. The marketing campaigns thanked individuals for their attendance and encouraged them to come to the next event at a discount. Two email templates were used, as shown below.
Results and Takeaways
Based on the click analysis, the email with text and no major image had a click rate of 23%, versus 16% for image-based emails. Furthermore, the open rates for both images were the same, showing that individuals were more likely to click offers outlined in the text itself.