Beyond the obvious requirements for an image you select for an email marketing campaign, there are certain subtleties which, if you are not aware of them, can cost you subscribers and hence money. It might not be much, but given the number of images, a little will go a long way. As always, there are few, if any, rules but there are things you should consider.

Put two picture editors together and they will argue whether it is better to pick an image which is technically correct with regards to exposure, framing and layout, or to use what is considered the best shot. They are a cantankerous breed. However, there is a third consideration, one which trumps the other two by some distance. The best image is the one most appropriate.

We’ve mentioned before, and will do so again no doubt, that the image in a marketing email should support the text without repeating it. If you want to emphasise a particular point, then fair enough, but ask yourself why it needs reinforcement. Modify the text.

A word I hesitate to use, but will in this instance, is faceism. If you’ve heard of it, good for you. If not, you need to understand it. Historically, an image of a male will focus on the face while that of a woman will also include the body. This is changing slightly, mainly because a change is expected by certain groups. Your preferences are immaterial as your desire is to sell and upsetting just 2% of your customers is to be avoided.

Some suggest all images are political. Again, your thoughts on the matter are of no concern. A number of those in your email marketing list could well consider themselves feminists and, if they treat the matter seriously, there’s a chance they will peruse your language and images from a feminist point of view. A group of youngsters on a beach might still be considered to objectify women unless you take steps to ensure it does not. A female secretary to a male boss is dangerous waters.

The phrase, ‘Take care out there’ is never more appropriate than when designing an email marketing campaign.