4 Simple Rules To Choose The Right Pictures For E-mails To Increase Conversion

4. February 2020
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Why in my 10-years carrier in digital do I still believe in email marketing? It’s one of the easiest ways to:

  • make MVP (if you are not sure that your product is on-demand or if it meets customers criteria)
  • get quick feedback from potential customers
  • it’s free and easy to set up 
  • the perfect way to sell to “cold leads” 

It is perfect for you if you have an idea to sell online: 

  • Your courses (consulting) 
  • Any product (B2C/B2B)

In the next articles, I will describe how to do it step by step. But today we will learn, how to make pictures in emails work FOR you. Not against you. 

Let’s go! TOP rules.

#1 Don’t overuse images.

Especially free-stock images, that you can find easily on Google. It will never help you with brand identification (once you start to sell anything- you start to build a brand).
Read more in Psychology of Persuasive or watch video from Natali Nahai.


#2 Create your own style: 

  • in writing
  • in design (pictures)

Determine your basic colors and tone of voice, that will reflect your own brand/position. There are thousands of emails outside and you don’t want to be “just one more”.

Be creative and don’t be afraid of bad feedback. The more creative you can be – the more reaction you will get. Your aim – is to collect emotions from customers. Do it!


emotions, women example

#3 Special tricks.

Did you know you can direct the attention of the reader to the line/button you want?
Eye-tracking brings some magic to email marketing.
How exactly does this happen?





Eye-tracking helps us to see how the eyes follow a few different elements on pictures. When a baby looks straight – the reader looks straight to his face too. When he looks to a title on the right – the reader follows the sight and reads the title too.

Some more examples.

eyetracking, dolce & gabbana example

eyetracking, sxsw example


The call to action button has to get MORE attraction than anything else.

More examples 
Amazing article about it here
A book about it.


#4 Help readers to achieve the goal you need.

  • Set up a goal for your email
  • Keep the email short (maximum two scroll downs)
  •  Attract attention to the element you want.

Do you need to sell an item? Your goal is to make a reader click the button that leads to your website?
Follow the rule of inverted pyramid design.

To sum up, let’s have a small test.

Does this picture follow all the rules we learned?

  1. Picture design connected to brand identification (colors, brand message)?
  2. Does a picture bring emotions? What do you feel?
  3. Where your attention goes first?

ripcrl website, image example

About the author

This article was created by Alesia Dubrovskaya. A digital marketing expert and owner of FCKmarketing agency. She currently works on Community Z which is platform focused on IT-people.
Alesia Dubrouskaya

Alesia Dubrovskaya

Digital marketing expert