Most gurus start their FAQ emails with –
“I get this question a lot.”
Oh well, let’s do something different today.
Here’s a question e-commerces should be asking but aren’t:
Why do most e-commerce rely heavily on images in their emails?
First, let me clarify –
There’s a difference between using a few images to strengthen your personality and a complete HTML email that looks like an ad flyer.
The reason is –
Look around you.
What do you see that’s pretty, colorful, and full of images?
…..
….
…
..
.
Ads.
In other words, when you broadcast a poster-like email, you blend in with all the advertisements. You also blend in with all your competitors using email only to spam coupons.
And that is an even bigger problem than the deliverability.
Because when you blend in, you get ignored.
Marketing is all about standing out.
Here’s a quick test you can do:
Print out your email. Take it to your friend.
And ask him – does this look like a poster ad?
The answer will be obvious.
So… why do so many e-commerces send image-heavy emails?
Lazy marketing.
It’s easier to slap a picture of your product than to write something worth reading. And they’ll justify with “A picture is a thousand words.”
Sure.
A thousand words of hard-hit advertising?
Cheering for you, Wuyen
PS – Still nothing to sell. So, hit me with your questions.