Whenever considering making any improvements to your visual message, start by taking a good look at what you are working on now or have been working on up to this point. Does your recipe need some adjustment? Are you sending images you love? Or are you sending images that you think people want to see? My recommendation is always to send images that you love, giving your audience a sense of your unique style. So, let’s consider these essential ingredients for a successful recipe:
Are you playing it safe? Or are you taking a risk and making the email more memorable? Be bold because no one remembers “mediocre.” I’ve always said, the image in your email is “the carrot for the donkey” – and the carrot needs to whet the viewer’s appetite sufficiently for them to click through to your website to check out what else is on your menu. Is your visual message more pedestrian? Or are you going to amaze and enthrall them, or perhaps use some humor and make them laugh?
For the most part, my suggestion is to avoid using multiple images in your email promotions. Adding more images may actually “dilute” your visual message, rather than enhance it, so it’s better to stick with one or possibly two. Remember, the goal is to direct people to your website to see more of what you do. If you give it all up in your email, they might consequently be less inclined to click through to the website.
Imagine that you are an art buyer or a photo editor – put yourself in their seat: you are very busy and receive a ton of emails every day. If you, as a buyer, were receiving your email marketing, would it stand out from the crowd? Or would it be generic, forgettable, and get deleted? Would you, as an art buyer, be ready to “unsubscribe” from receiving your emails? Or would you always be interested and excited to see your promotions every time? I suggest you aim for the latter!
These are some examples from a few of my clients – all are Agency Access clients as well:
Michael Sahadi – shoots environmental portraits – uses humor in the subject line & the image
Subject line: School’s out….(insert sigh here)
Adriana Mullen – shoots food – mouth-watering images that make you want to see more
Subject line: Adriana Mullen: New Work, May 2011
Max Singer – illustrator – uses humor and storytelling
Subject line: the dead blue dog is alive and well
Stephen Flint – shoots lifestyle – one image says it all
Subject line: ADDY Award Winner – Photography
After spending a number of years in the commercial photography industry, Louisa Curtis now works to help photographers refine their vision, target the appropriate audience, and create and implement internet-driven business plans.
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