Study: More Images Means Less Clicks for Email Marketers

A new study from Constant Contact, which analyzed more than 2.1 million emails sent by customers on their email marketing platform, found that the more images an email has, the worse it performs in terms of CTR.

Further, the Constant Contact study found that when an email has more than 3 images, the click-through rate greatly drops. While images are typically used to bring messages to life, Constant Contact warns email marketers to “Just remember that with a growing number of people reading emails on mobile, you need to be clear and concise when designing your campaign and avoid overcrowding your emails.”

Constant Contact Study: CTR drops after you add more than 3 images in an email

Lines of Text

In addition, the study also found that emails with about 20 lines of text have the highest CTR. If a regular paragraph is about 3-4 sentences, this means 20 lines is about 2-3 paragraphs, depending on length.

Lines of text in email marketing

Does Industry Have an Effect on CTR in Email Marketing?

According to a press release on the findings, an organization’s specific industry did affect the CTR, even if as a whole, the trend differed. For instance:

  • Association click-through rates don’t drop off as quickly as other industries. CTR is consistent between 20-30 text lines.
  • Organizations focused on membership was high in emails that have between 15 and 30 lines of text.
  • Religious organizations didn’t see much change in CTR, no matter the number of images.
  • Real estate companies see good CTR at around 30 lines of text.

These findings show that optimizing your email campaigns can have a significant impact on your click-through rate and overall performance, whether or not you are using Constant Contact.

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