Whether we like it or not, social media is having a profound impact on how our email subscribers consume content – not just in social channels, but in the inbox as well. I’ve written previously about how copy length is subject to expectations born in social media. A predilection for photos – instead of paragraphs – is following quickly. What began with LOLcats exists now in Instagram and Facebook. If a picture is worth a thousand words, a picture with a pithy caption is worth a thousand calls to action.
Now is the time to experiment with photos and captions within your emails. Not only do they break up the layout of a text heavy newsletter; they may even work better than the promotional messages you are sending now. Test photos on Facebook to find some that resonate with your audience, and then use them as the principal creative element in an A/B test against a standard copy-based message. The results may pleasantly surprise you.
Come back next Monday for another email tip of the week, or see all previous tips here.