I don’t know about you, but whenever I get a graphic email, I tend to scan the pics and little text attached to the email (except of course, if I’m critiquing the email.)
And to be frank, why should I? It’s a series of pics, isn’t it?
Well, turns out I’m not the only one.
Even Ben Settle did admit that most readers tend to do that when they get an email.
And that begs the question: are pictures really enough to sell?
The answer is a big, phat NO.
Now, I’m a copywriter, so if you accuse me of being biased you’re not exactly wrong.
But flip the shoes and be the buyer.
Assuming you got an email laden with pics and at the bottom you get a CTA saying “60% discount expires in 6 hrs. Buy now” would you buy?
Chances are you wouldn’t.
Then again, chances are you would.
Here’s the thing most Ecom brands don’t realise, there are 5 levels of buyer awareness. [Hat tip to the great Eugene Schwartz for this idea.]
Not knowing one has a problem, knowing that one has a problem but not actively seeking a solution, knowing one has a problem and actively seeking a solution yet not sure which solution to pick, knowing your product as the solution yet not sure for some reason, and the final stage, being ultimately sure that your product is the solution and then they just need an offer.
A graphic email addresses only people at stage 5.
On the other hand, a plain text email with benefits, proof, and an offer, addresses people in all areas.
If they don’t know about the problem, the email tells them.
If they do, the email tells them why they need a solution.
If they’re searching, the email tells them why yours is the solution.
If they’re unsure, the email gives them proof to convince them.
And when they’re ready to buy, the email gives them an offer.
Now assuming 20% of your audience is in the buy now category, your graphic emails only speak to that 20% and ignore the other 80%.
But the stats are worse than this, because as much as 95% of your audience is the other category.
Only 5% are in the buy now category.
Put simply, your graphic emails are bleeding 95% of your email revenue.
Any wonder why plain text emails always beat designed emails?
I guess that’s enough food for thought for one day.
JAI |