4 minute read time

The Importance of Infographics in Email Campaigns

Latasha Doyle - May 4, 2017

Is your email marketing feeling a little stagnant? Do you have a high unsubscribe rate, or just lack subscribers in the first place? Every email strategy goes through its ups and downs, but in order to start retaining your email subscribers and converting more than ever before, there’s one vital content type you may be leaving out: infographics.

Why use infographics in your emails?

What are your email open rates? How many people click-through your emails to landing pages and links in your emails? How many sales come as a result of your email campaign efforts? All of this data will show you why you need infographics, so make sure you’re gathering the info you need.

The cold hard facts:

The average open rate for an email can depend on the industry, audience engagement, or the size of a business’s following. Unfortunately, studies show that about 44% of subscribers say they get too many emails if retailers don’t hit the target in their campaigns. And, as you’ve probably heard, the average human attention span is now only 8 seconds – less than a goldfish. So, what are you going to do to keep subscribers – and win more of them? Catch their eye.

Infographics get the message across faster and more effectively.

Your emails are meant to pass along vital information about your message, brand, service, or product to your audience. They’re also designed to get more interaction, more conversions, and even more sales for your business. But instead of sending long-form emails (which studies show don’t get read), why not insert some of that information into an infographic?

When you use infographics instead of pages and paragraphs of text in your email campaign, you’re:

• Engaging your readers’ eyes – Eye tracking studies indicate that subscribers skip the intro and most of the smaller text in your emails, scanning for only what is most relevant to them.

• Encouraging action – Subscribers are more persuaded by clear, relevant visuals and calls to action in lieu of straight text.

• Breaking it down – People want to get the gist of your message without having to process through your story or data.

To top that all off, infographics are the fastest way to get people to remember what you’ve shared in your email.

Infographics are:

• Recognized within 13 milliseconds
• Processed 60,000 times faster than text
• Easily remembered – up to 65% recall 3 days later!

Things to keep in mind when using infographics in your emails

While it can be great to have a plethora of infographics to use in your email marketing, you also need to focus on three things:

• The quality and design efforts you put into your infographics
• Finding relevant content for your infographics
• Using just the right amount of images in your emails

Finally, it’s time to start using infographics in your emails. Check out online design tools like Venngage where you can choose from hundreds of unique infographic templates to customize and download.

Ideas for your email campaigns

If you’ve lost focus on your email campaigns, or your content isn’t interesting to your subscribers, they won’t want to keep subscribing. The same goes for introducing infographics; subscribers want to be interested in the information. The most important tip for using infographics in emails? Make sure they’re necessary.

Now, if you’re at a loss for how to incorporate infographics into your email marketing campaigns, consider:

• Turning a long-form email into an infographic

• Highlighting points in your email with your own data

• Creating a signup infographic

Connect your emails and content.

Now that you’ve created an infographic that your email subscribers will love, make sure your subscribers know where they can find more of your amazing visual content. Promote your infographics on:

• Social media (as image thumbnails or as standalone posts)
• Emails (to accent your written text)
• Blog posts (to break up the text or drive a point home)
• Your videos (instead of making people watch you the whole time)
• Your ad campaigns
• Print materials (brochures, books, flyers, etc.)
• Web copy

Wrap up

The beauty of infographics is that they are one-and-done. Create new infographics for different email campaigns and different messages, of course, but make sure you get those individual infographics seen in as many places as possible.