Data Reveals Correlation between Email Campaign Effectiveness and Number of Images and Text Lines Featured

Mar 05, 2015

The latest research from Constant Contact, Inc. says it has identified the ideal number of images and lines of text small businesses should include in email marketing campaigns to optimize click-through rates. Compiled from the analysis of over 2.1 million Constant Contact customer emails sent to more than 100 recipients over the course of 13 weeks, the research finds that-with some industry-specific exceptions-emails with three or fewer images and approximately 20 lines of text result in the highest click-through rates from email subscribers.

Considering that many nonprofits have email subscribers who are volunteers or active members, nonprofits generally enjoy higher click-through rates from their email subscribers, many of whom also exhibit a preference for more text and images. Association click-through rates don't drop off as quickly as other industries, remaining consistent between 20 and 30 lines of text. Membership organizations have an even broader range; click-through rates for those organizations are consistently high for those using between 15 and 30 lines of text. Religious organizations saw little fluctuation in click-through rates based on the number of images.

This stands in contrast to the for-profit sector, where consumer expectations of different types of small businesses impact optimal click-through rates. Business product and services companies see the highest click-through rates in emails with between 13 and 16 images. Restaurants and salons/spas can afford to test more images of menu items/services in their email campaigns: both industries have peak click-through rates in emails with 15 images. Office supply companies are best served in keeping the text of emails concise, as click-through rates peak at 15 lines of text. With listings a focal point of their email marketing campaigns, real estate agents and services see the highest click-through rates at around 35 lines of text. Retail businesses have a very small window in terms of the number of lines of text that drive optimal click-through rates. They improve over 50% between emails with 17 lines of text and 19 lines of text. Click-through rates then drop by 50% among emails between 19 lines of text and 21 lines of text.