Why Are Assets Important?
Assets are essential because they help in creating a brand identity, improving user engagement, and driving conversions. High-quality, relevant assets can capture the reader’s attention and encourage them to take the desired action, whether it’s clicking a
call-to-action button, filling out a form, or making a purchase.
Relevance: Ensure the assets align with the content and the overall message of the email.
Quality: High-resolution images and professionally designed graphics can significantly impact your campaign's effectiveness.
Size: Large files can slow down loading times, so it's crucial to optimize assets for quick loading without compromising quality.
Brand Consistency: Use assets that are consistent with your brand's visual identity to build recognition and trust.
Images: Compress images using tools like
TinyPNG or
JPEG-Optimizer. Use the correct format (JPEG for photos, PNG for graphics).
Videos: Instead of embedding videos, use a linked thumbnail that directs users to a landing page where they can view the video.
Templates: Utilize responsive email templates to ensure your emails look great on both desktop and mobile devices.
Fonts: Use web-safe fonts or host custom fonts to ensure they render correctly in different email clients.
Asset Library: Maintain a centralized asset library where all your images, graphics, and templates are stored. Tools like
Dropbox or
Google Drive can be useful.
File Naming Conventions: Use descriptive and consistent file naming conventions to make it easier to search and identify files.
Version Control: Keep track of different versions of assets to avoid using outdated or incorrect files in your campaigns.
Access Control: Limit access to your asset library to authorized personnel to prevent unauthorized changes or deletions.
Click-Through Rate (CTR): Measure how often recipients click on images, videos, or links within your email.
Engagement Rate: Track how long recipients spend viewing your email and interacting with its content.
Conversion Rate: Assess how many recipients take the desired action after engaging with your assets.
A/B Testing: Use A/B testing to compare different versions of assets to see which ones perform better.
Common Mistakes to Avoid
While assets can enhance your email campaigns, certain mistakes can have the opposite effect. Here are some common pitfalls to avoid: Overloading with Images: While images can be engaging, too many can overwhelm the recipient and slow down loading times.
Ignoring Mobile Optimization: Ensure your assets look good on both desktop and mobile devices. A significant portion of your audience may be viewing your emails on their phones.
Using Stock Images: While convenient, stock images can come off as generic. Whenever possible, use original, brand-specific images.
Not Testing: Always test your emails across different devices and email clients to ensure everything displays correctly.