While I preach the benefits of using pictures in the first article, please do not interpret that as a license to go wild. A good email marketer is able to find balance between graphics and text. Make sure you grab the reader’s attention, but still keep the campaign pleasing to the eye.
When I talk about this at conferences, I show examples of emails where the creator must have gone crazy. The text-heavy ones look like a chapter book has landed in your inbox. The words are so daunting that there is no way anyone is going to read through it all. On the opposite end of the spectrum, the “graphic-happy” ones have so many pictures that the reader's eyes have no idea where to go. When you find the right balance, you'll be able to get your message across, and keep your readers coming back for more.
While creating your campaign, keep previewing it (you can use the handy "Preview" buttons throughout the campaing creation process). Always ask yourself if your email has the balance you want. Remember, you have the option to say "Do Not Use A Picture" and the wizard will automatically remove that picture slot from your email. Just because you have the option to include graphics, it doesn't mean you should include 20 of them.
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