Moving image of a laptop Source: 9. View direction A long time ago, Maud Ebbekink of ConsumPsy wrote about certain techniques that can be used to influence our brain. Including controlling the viewing direction. In this case the viewing direction of the newsletter reader. We do that with gaze cueing .
With that technique, you draw attention to a certain object in your image, for example a call-to-action or a price. By having the person in the picture look at that object. Below the effect: The direction of the newsletter reader Source:10. Image vs. text ratio Life Insurance Email List Images make your message more attractive in a newsletter. Make sure that the ratio between the amount of text and the amount of image in an email is in balance. That is why we use the 60-40 rule. A maximum of 40 percent of your message consists of images.
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We’re following this rule because it could damage your shipping reputation otherwise. After all, images cannot always be read by clients. Text, on the other hand, does. Now we understand that this rule cannot always be enforced. You may also want to send an email that consists entirely of images, such as a scrolling email, also known as a parallax email. That is of course no problem.