3 Tips to Design Images for Your Email Campaigns

This is a guest post from Mitt Ray at Social Marketing

Do you want to immediately increase your email click-through
rates? If your answer is yes, you should use images in your
emails, as emails with images get a
42% higher
click-through rate than those without. 

But you won’t automatically start getting more clicks by
adding any image you want. You need to follow a well-planned
process and create unique images for each and every email. 

This will ensure that you not only get more website visits from
your emails, but higher conversion as well. 

3 tips to design images for your email campaigns

Read on to learn some of the top tips to design images for your
email campaigns. Give them a try to get more clicks and

Follow the principle of conversion scent.

Before you create your images, the first thing you must do is
take time to understand the principle of conversion scent, as you
need to get this principle right every time. 

Conversion scent—also known as message match—is the
relationship between an ad and the landing page. It is clearly
explained by Rand Fishkin of Moz in this video

Here, Rand Fishkin explains that, in order to convert better,
the landing page should appear similar to the ad that is promoting

You should use the same image and copy already present in the
“above the fold” part of your landing page in your ad

This will boost the visual cohesiveness between your ad and
landing page. And it will ensure that, when someone visits your
website through your ad, they will feel a sense of familiarity.
Therefore, the conversion rate will be higher, as they will be
certain that they visited the exact webpage that was advertised and
not somewhere else. 

You need to follow this important rule, whether you are
promoting a blog post, a landing page, a video, or any other
medium. If you can’t make the landing page look exactly like the
image you plan to use in your ad, at least make the header image on
the landing page/web page similar to the one in your email. 

This is something anyone can execute very quickly by using
a designer tool aimed at beginners,
like Crello
. You can first set the dimensions depending on your
web page’s dimensions and design your image.  

After you finish designing this image, download it and add it to
your page.  

Next, go to the top right corner of your Crello dashboard and
click on “Resize.” Then go to “Covers & Headers,” then
choose “Email Header,” and click on “Resize.” 

This will automatically resize the image for your email header
and you can add it to your email. Now the header image in your
email and landing page will be the same, and conversion scent will
be strong.

If the image on your landing page isn’t too big, you can
actually just directly add it to your emails and copy and paste the
rest of the components so that the messages match too (for example,
if you are promoting something like this Ebooks Library from

You can simply download the image that is already present on the
landing page and add it to your email, as it is small. Then you can
copy and paste the headline, as well as some of the description,
and design a similar
call-to-action button
. Make sure you use the same font as

These simple steps might not involve designing a new image, but
they will ensure that the conversion scent remains strong because
the image, headline, and description are the same.

Designing effective emails with a strong conversion scent will
be simpler if you use the same design style throughout your
website. If you visit Oberlo’s homepage, you will see
that this page looks similar to the eBooks library page. 

It is predominantly white, with a good amount of blue. The
call-to-action button color is the same as the one on the eBooks
page. The text’s font and color is also the same. 

This level of consistency will make it easy for them to create
an email campaign (with a strong conversion scent) for any of the
pages on their website.

If you are using an email service provider like Campaign Monitor,
you can pre-design a custom template with the same design style and
palette. After that, all you will need to do is make some minor
modifications, depending on the page you want to promote. 

Keep your design simple.

The tips you learn here can be used to create images for your
emails as well as everything from your social media posts to your

blog posts
to landing pages. 

The key to designing effective images for your emails is to keep
everything simple. Often, when people begin designing images, one
of the mistakes they make is trying to look sophisticated. 

They use too many colors, try out very unique-looking fonts,
overcrowd the image with too much text, etc. Doing all this only
results in the images looking bad, especially when you are
inexperienced with design. 

This is why, instead of overcomplicating things, just keep it
very simple. 

Here are 3 things you can do to keep your design simple:

Use only colors that work well together.

One of the places people mess up the most while designing images
is the color. They use too many strong colors in their images and
they end up looking very unprofessional. 

This is why you should be very meticulous while choosing colors
to work with. An easy way to find colors that pair well together is
by using a tool
like Colour Lovers
. The site contains a palette section where
they display palettes of colors that look good together. 

Designers can also upvote the colors they use the most on this
site. They do this by loving them or favoriting them, so the best
ones are pushed right to the top, making it easy to find the right

So browse through the top ones and pick the one you like most.
Then use the colors in this palette. The only extra colors you can
add in are white and black, as they are neutral and go with almost
any color. 

An example of a well-designed email in which they kept colors
simple is
this one from Pret

They only used blue and yellow chiefly for the images in their
email, as they pair well together, and it looks beautiful. 

Use a simple font.

It is easy to find sophisticated-looking fonts like this one called

They look very unique and beautiful and can work for many types
of images, but they are probably not the best option for creating
images for your emails because fonts like these aren’t always
easy to read. If it takes the reader too long to read the font,
they might lose interest and place their attention elsewhere.

And, as you know, attention is an important resource in online
marketing. This is why copywriters keep their copy simple when
writing sales material. When it is simple, more people will read
through the message swiftly and completely, without losing

Therefore, when you design your images, you need to use a simple
font that is easy to read and make sure the font is of a neutral
color or one from your color palette. 

When it is easy to read and blends in well with the colors in
the image, more people will read the rest of the email and click on
the call to action and visit your website. 

Also, if you plan to use more than one font in your image, make
sure you use a tool like
to find fonts that look good together. 

Limit the number of fonts to 2 to 3. Again, using too many fonts
will only complicate things. 

Make sure there’s plenty of negative space.

Negative space is the empty space present around the important
components of the image, like the text and icons. When you have
more negative space around, it makes the important components stand

So, instead of overcrowding the images with a lot of text and
illustrations, use them very sparingly and leave a lot of negative
space, especially around the text. This will make the message you
want to get across more visible. 

An example is this email header
from La Mer
. All they did is add the text using a simple font
and they made it big. And they made sure to leave plenty of white
space around the text. 

This gets the main message they want to express through the
image to stand out. 

Optimize for both mobile and desktop.

If you follow the above steps, you should be able to design a
beautiful image for your email that will drive the result you are
looking for. But, after you add it to your email, don’t just
immediately send it to your subscribers. 

Test it out by sending yourself an email to make sure the image
and the message present in it are easy to read. Read the email both
on your desktop and your mobile devices, because 62% of
are made on mobile devices. 

If your email looks good on mobile devices too, more people will
get the message and you will get better results. 

So, once the image is ready, be sure to send test messages to
your own email address and check it on your laptop, tablet, and
mobile phone to make sure it looks good. 

Once you are sure the images look good on all devices, you can
send the email to your list of subscribers.

Wrap up

Remember these top 3 tips for designing images for your email

  • The design of your landing page should be similar to the design
    of the image in your email. 
  • After that, you can design the image following the basic design
    principles. When the image is ready, you can add it to your
  • Finally, email the test version of your email, along with the
    images, to yourself and check it on both desktop and mobile devices
    to make sure it looks good. If everything is fine, you can go ahead
    and email it to your list

Mitt Ray is the founder of Social Marketing Writing.
You can follow him on Twitter: @MittRay.

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3 Tips to Design Images for Your Email Campaigns
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3 Tips to Design Images for Your Email Campaigns