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Visual content, both videos and images, can amp up your email marketing efforts. These visuals can make your marketing emails more vibrant and engaging. But what type of visuals should you include in your emails?
Two recommendations we can share are motion graphics and static images. We’ll dive deeper to know the difference between these two and find out which one drives more email engagement. Before going further, let’s understand the basics.
Motion Graphics Vs. Static Images: The Definitions
At first glance, we can instantly distinguish between motion graphics and static images—yes, their formats! Motion graphics are animated videos, while static images can be pictures, infographics, and illustrations.
Motion graphics can be divided into two-dimensional and three-dimensional styles. These videos are typically short and used to explain concepts, processes, and ideas. Here is an example of a short motion graphic video:
A high-quality motion graphics video should deliver a story in an engaging way through visuals, typography, motions, transitions, and audio. A well-structured video script is also crucial to conveying messages and creating a storyline.
Static images, on the other hand, do not involve any movement. Some common examples are photographs, illustrations, and infographics. Even though they’re less dynamic, static images are commonly used in marketing and outreach emails to provide extra information.
Which Drives More Email Engagement?
When discussing engagement metrics, we should consider available data. In fact, visual content in the body of an email can drive a 37% revenue boost! However, there is no detail regarding the use of motion graphics and static images.
Still, we can take a look at the bigger picture!
Emails with Video Content
Imagine you get an email consisting of a long block of text. Will you read the whole information? Perhaps not. This can lead to a poor digital marketing strategy.
Videos can come to the rescue to explain or highlight important messages. You can highlight product features and benefits with motion graphics. Remember to always keep your video short and engaging storyline.
Adding videos to marketing emails can increase click rates by 200-300%. Moreover, emails with video content, including live-action and motion graphics, can reduce unsubscribe rates by up to 75%.
If you are considering adding motion graphics to improve email engagement, consider some quick tips below!
- Keep your video short and sweet.
- Invest in quality and focus on highlighting key information.
- Keep file sizes small.
- Optimize for mobile devices.
- Add a clear and compelling CTA.
Emails with Static Images
As mentioned, static images can be infographics, digital brochures, pictures, illustrations, etc. You can commonly find static images in marketing emails, and yes! They make body emails more vibrant and appealing.
Static images can also be a good alternative to videos. Emails with images showed higher open rates and CTRs than those without images.
Based on GetResponse’s Benchmarks report, Emails with images generated 30.27% open rates and 2.78% CTR. On the contrary, emails without images only had 21.9% open rates and 1.13% CTR.
Moreover, emails with infographics get about three times more shares on social media than text-heavy emails. Informative content like infographics can extend content reach to a wider audience and boost brand visibility.
Here are some tips when using static images for email marketing:
- Use high-quality images.
- Use responsive designs and optimize for speed.
- Add only relevant content.
- Create consistent branding and a balanced layout.
- Include Alt Text.
- Add a clear and compelling CTA.
More Insights
According to an animated marketing report, 24.7% of marketers use animations to infuse their email campaigns with dynamic energy. They also leverage animations to boost audience engagement on multiple marketing channels.
Meanwhile, you can do many things with static images. One that we recommend is adding a personalized birthday card to your email. This can result in 481% higher transaction rates, which can also impact engagement rates and customer retention.
So, which one is best for email marketing, motion graphics or static images? While there is not yet a definite answer, we recommend you conduct A/B testing with these two visual content. A/B testing helps you identify your audience’s preferences.
Moreover, many add emoji(s) in their subject emails to attract clicks. Subject emails are crucial to guide people to open your marketing emails. It’s important to make them short, compelling, and eye-catching.
Wrapping Up
Both motion graphics and static images are effective in enhancing email performance. They are more engaging than text-only emails. Your recipients can get information quickly while enjoying the appealing visuals.
There is also a chance to use both in your email marketing strategy. For example, use motion graphics for introducing products and static images to offer discounts. However, remember to use consistent visual elements to make your brand image memorable and impactful.
Author Bio
Andre Oentoro is the founder of Breadnbeyond, an award-winning animation video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).