As an email marketer you will constantly feel frustrated by trying to increase the number of responders and decrease the number of deadbeats. Many advertisers are tempted to abuse this tool and they overuse the catchy and colorful graphics in their layouts. However, this is to their own detriment because the line between optimal and overkill is very thin. Once you cross that line you have too many graphics and your readers will become distracted or confused, that is assuming you cater to readers who aren’t already!

You can easily have too many graphics in your messages. Think about the last time you went through your inbox and how much attention you paid to each message. Speed inbox clearing may be the next Olympic sport. So make sure that the very few graphics you use are quick and to the point. That way your readers won’t spend all their time trying to figure out what your email is about and then not have any time left over to make a decision on what you are actually offering. Limiting graphics will definitely increase responses.

More on this next week.

From: Benchmark email