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We’re all bombarded with emails every day. Some we delete without reading, some we skim, and only a few actually grab our attention. What’s the difference? Often, it’s the visuals. A strong, well-placed image can stop a scroll, explain an idea better than words or simply make your message easier to digest.
Imagine getting an email about a new product. If it’s just text, your brain works harder to picture what it looks like or why you should care. But if there’s a bright, clear photo of that product in action, you instantly get it. It feels more real. More convincing. That’s the power of using images in your email. They don’t just decorate — they communicate.
People process images much faster than text. That’s science. In fact, it takes just milliseconds for our brain to understand a visual. That’s why marketing emails that include relevant, eye-catching images tend to perform better. They help your message land quicker.
For example, if you're promoting a webinar, a photo of the speaker or a snapshot of the presentation slides makes it more concrete. Readers don't need to imagine what it’s about — they can see it.
And emails with images often get better results. The study by Vero found that image-rich emails had a 42% higher click-through rate than those without. That’s a big difference just from adding visuals.
Trust plays a huge role in whether someone buys from you or fills out a form. Images help create that trust. When people can see your product, your team, or your customers, your brand feels more human.
Think about it: would you trust a testimonial more if it’s just text? Or if it includes a photo of the person giving the review? Most of us would say the second one. Faces build connections. So do behind-the-scenes photos or honest snapshots of how your service works.
When your emails feel personal and real, people are more likely to listen — and to act.
Not all images work equally well. Here are a few types that tend to perform best in sales and lead generation emails:
Product Photos – Clear, well-lit images of what you’re selling. Ideally in use, so people can picture themselves with it.
Infographics – These are great for breaking down information, especially in B2B emails. They help explain complex ideas simply.
Animated GIFs – Short animations can show how something works or add a little fun without needing a video.
Customer Photos – Testimonials with faces feel more honest and believable.
Event or Team Photos – These show there are real people behind the brand, which helps build trust.
You don’t need to fill your email with pictures. Too many images can actually be distracting, so try to stick with one or two strong visuals. That’s usually all you need. Just make sure they support what you’re saying instead of stealing the spotlight. And think about where you place them — if you’ve got a product photo near the top, add a clear button or call-to-action close by, like “Buy Now” or “Learn More.” People are way more likely to click when the next step is obvious. Oh, and don’t forget to compress your images—no one likes waiting for an email to load. And don’t forget about alt text. That’s the little bit of text that appears if the image doesn’t load. It’s helpful for screen readers and improves accessibility.
It’s one thing to pick a good image. But if it doesn’t show up correctly on your subscriber’s device, it’s useless. That’s why it’s important to embed images the right way.
Here’s a great resource on how to use images in your email. It explains the basics of file types, sizes, and how to make sure your visuals display well across devices and email clients. Definitely worth a look before you hit send on your next campaign.
Images aren’t just about looks. They can help you collect more leads when used thoughtfully.
If you're offering a free download, for example, showing the cover of the guide makes it feel more real and valuable. Want someone to join a webinar? Include a photo of the host or a branded graphic. And if you’re asking people to sign up, use directional cues — like an arrow pointing to the form, or even a smiling face looking toward the signup button. These things guide the eye.
Designers and marketers use visuals this way all the time because they work. They don’t just make the email pretty — they drive action. And when you pair compelling visuals with AI-powered email sequences that work, you get a campaign that not only looks good but also performs.
Some email clients (like Outlook) block images by default. So always balance your visuals with enough text. A good mix makes your email readable even if the images don’t load.
Also, test your emails on mobile. More than half of emails are opened on phones, and if your images don’t scale properly, it ruins the experience. Keep your design simple, and make sure buttons are easy to tap.
According to Litmus, optimizing your emails for deliverability means:
Using proper alt text
Avoiding one big image as your whole message
Compressing image files
These small steps make a big difference in whether your email gets seen — or ignored.
Like anything in marketing, what works for one brand might not work for another. The only way to know is to test.
Try sending one version of your email with an image and one without. See what gets more clicks. Test different image types — product shots, GIFs, infographics. Track what works.
You don’t need to be a designer to make this work. Just stay focused on what helps your reader understand and connect with your message. When your images do that, your sales and leads will follow.
About the author :
Viktoriia Horbunova is a digital marketing enthusiast who helps brands craft engaging content strategies. She enjoys optimizing customer journeys and boosting audience engagement.
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