Nov 1, 2024
What Makes A Great Email Hero Image For eCommerce Brands?
What Makes A Great Email Hero Image For eCommerce Brands?
So you're diligently crafting email campaigns, pushing for better clickthrough rates, but something's just not clicking.
Sound familiar?
We know margins are razor-thin in this current e-commerce world. And every element of your marketing needs to hit the mark.
When it comes to email specifically, an often-missed (yet crucial) lever within your emails is the hero image.
It means the difference between a customer clicking through to your site or just clicking delete once they’ve made the commitment to open the email.
You’ve got mere seconds to entice them.
So… what is the magic behind these images?
Let's explore the components that turn a basic hero image into a high-converting powerhouse, so you can maximise your email marketing efforts.
Needless to say, your hero image is just one component in a large puzzle of making things work… but it IS the first impression when someone opens an email.
And we want to put our best foot forward.
What Makes a Hero Image Great?
What is a Hero Image?
A hero image in email marketing is the bold, stand-out visual that grabs your reader's attention immediately upon opening your email.
Think of it as the digital shop window enticing someone downtown to step inside and explore. It’s not a mere decoration... it sets the tone for your entire message.
Imagine Apple’s sleek product imagery – their use of hero images perfectly show off the product and its benefits without a single word.
The visual takes centre stage, conveying the message with minimal content.
Your hero image should carry the essence of your brand, instantly letting customers "see" what value you bring.
Be sure to choose images that are crisp and high-quality to reflect the professionalism and quality of your brand. First impressions do count.
Core Features of a Successful Hero Image
So what exactly makes a hero image successful?
Clear focus.
Your picture should communicate one distinct message. And it should communicate this message in the right hierarchy.
Sharing the most important part of the message first is crucial, since you want the user to absorb the 80/20 of what you’re trying to convey right out the gate.
So… if you’re running a promotion, putting the offer front and centre is key.
Alternatively, if you’re running an education-based email, for example, what is the 20% of information that is ESSENTIAL for your audience to know?
That’s what you put in the hero section.
Successful hero images also leverage colour psychology.
The use of vibrant or contrasting colours can highlight specific aspects, drawing the viewer's eye to the most important features.
Equally important, a great hero image aligns seamlessly with the content of your email.
Your imagery, headline, and call-to-action should be in unison, and provide a coherent and engaging story that resonates with the audience.
The Impact on Email Clickthrough Rates & Conversions
The hero image might be the unsung hero of clickthrough rates and positive conversion.
Before we explain why, let’s call out the elephant in the room.
Most people buy with email when 3 particular stars align:
1) They are in the market to buy
2) The timing is right
3) They are enticed by your offer / brand
Those 3 things must be true for us to get a conversion.
When it comes to the right hero image, we are trying to optimize for point number 3 - making them enticed by our brand and offer.
Studies show emails with eye-catching images report a significant increase in interaction rates compared to text-only emails.
According to HubSpot, incorporating compelling visuals can potentially boost CTR by up to 42%.
Pretty wild, eh?
Think of it this way - you’ve likely seen statistics citing how people remember 80% of what they see, but only 20% of what they read.
Your hero image acts as a visual anchor, pulling the reader through your content and prompting that much-needed 'click'.
Incorporating hero images that reinforce the email’s primary message bridges the gap between a simple "open" and a "purchase".
When done right, these visuals are an efficient investment, impacting the bottom line positively without demanding extra budget or much time.
Be sure to track and analyse the performance of different hero images. Use the data to guide your creative decisions for future campaigns.
Choosing the Right Hero Image for Your Email Campaign
Understanding Your Audience
First - An important truth.
You can forget having an impact with your email marketing if you don't understand your audience.
Identifying your customer base, their preferences, and their behaviours should be a priority.
Because it's your audience that dictates the direction of your content.
Use analytics from platforms like Google Analytics or insights from your social media channels to gather information about your audience's interests.
Are they millennials interested in eco-friendly products?
Or perhaps more traditional buyers who value quality over trends?
Knowing this will help you select hero images that resonate and capture attention immediately.
Engaging your audience starts with relevance.
A well-chosen hero image can stop a prospect in their tracks, motivate them to read further, or even better, click through for more.
Once you have gathered data on who your audience is, creating buyer personas can help centre your efforts on specific types of customers, aiding not only content in emails but also other channels.
Regularly update your audience profiles and adjust your hero images based on emerging trends or seasonal changes to maintain relevance and interest.
Matching Image with Email Content
A mismatched hero image can confuse and disengage your readers faster than you’d think.
Many eCommerce brand owners don’t realise that consistency between images and messaging is crucial for maintaining reader trust and interest.
Your hero image should reflect the core message of your email. For instance, if your email’s main content is about an upcoming sale, successful campaigns often feature bold images with clear calls to action, and a very clear indicator of the offer at hand.
Ultimately you’ve got to consider your email’s tone and overall message.
Are you discussing a new product line? Showcase a high-quality image of the product in use.
This creates a seamless experience for your readers, drawing them naturally deeper into the content.
Your hero image is almost like an extension of your brand's voice—it should encapsulate the essence of what you're trying to communicate.
Testing and Optimization
Testing and optimization are essential for boosting the effectiveness of your emails.
Clever A/B testing with different hero images can reveal surprising consumer preferences.
You might discover that featuring a person using your product prompts more engagement than a simple product shot.
Pay close attention to metrics like CTRs. These numbers provide concrete data to refine your approach continuously.
It's about adjusting and learning from the data you collect.
Are you seeing higher conversions with vibrant, eye-catching images? Or do more subtle, monochrome shots perform better?
Experiment with different styles, layouts, and colour schemes to identify what resonates best with your readers.
Remember, what works today might not work tomorrow as consumer tastes shift, so testing should be continuous.
Top Examples of E-commerce Hero Images in Email Marketing
Example 1: Using Lifestyle Images
Lifestyle images show your products in real-life scenarios, capturing your audience's imagination.
People don't want to be sold to; they want to envision your product as part of their lifestyle.
Lifestyle images build:
Connection: Bridging the gap between your product and consumers' daily routines.
Emotion: Evoking a desire to achieve the same feeling depicted in your images.
Relevancy: Making your audience feel like they need your product to enhance their lives.
Studies show lifestyle images can boost engagement by up to 40% (source: Social Media Examiner).
Integrating your product into everyday scenes makes it harder for the viewer to just swipe past.
Make sure to choose lifestyle images that match your brand's tone, whether sophisticated or casual, to remain consistent in your messaging.
Example 2: Seasonal Themes
Seasonal themes can breathe life into your emails, capturing the festive spirit or the tune of changing seasons.
It’s an opportunity to highlight your products around holidays or the start of a new season.
Seasonal themes add:
Timeliness: Aligns your message with current events or seasons.
Relevance: Makes your marketing efforts feel fresh and up-to-date.
Theme consistency: Craft a seamless transition between product, season, and audience expectation.
Seasonal themes enhance your email’s timeliness, making it feel current and relevant. These types of imagery not only tell a story but push the urgency of acquiring a product before the season ends. It's an excellent way to encourage immediate action.
You can stay on top of seasonal changes by keeping a calendar of upcoming seasons and their trends, so you're always ready to use them effectively in your campaigns.
A great one to use is the Twitter Marketing Calendar.
Example 3: Limited Time Offers
Limited time offers work wonders in creating a sense of urgency and scarcity.
When your hero image incorporates bold text like "24-hour Flash Sale", or "Only 3 Left!", it nudges people into action.
Consumers tend to feel FOMO… a lot.
Urgency: Encourages instant decision-making.
Scarcity: Heightens the product’s perceived value.
Clear Call to Action (CTA): Directs viewers to act now, not later.
Example 4: Personalised Recommendations
Personalised recommendations make your customers feel seen, leveraging their past purchases or browsing history.
When done right, it feels like you've solved a customer's need without them asking, turning generic into bespoke.
Tailored Experience: Shifts focus from one-size-fits-all to individualised care.
Enhanced Engagement: Reflects an understanding of individual customer journeys.
Profitability: Personalisation increases revenue. Plain and simple.
A photo of a product similar to a previous purchase, with a tagline like "Just for You", fosters loyalty and shows that you’re paying attention.
You can segment your audience based on their buying behaviours for more effective personalisation.
Collect zero-party data and preferences on the signup form by asking users what issue they are looking to solve / what brings them to your site.
Use that data to segment those people out and give them a personalized product experience based on their selection.
Example 5: Status Proof
Using hero images to relay status proof builds credibility and showcases trust.
Whether it's highlighting awards or celebrity endorsements, such imagery speaks volumes.
Displaying a picture of your product being used by a notable figure defines its stature.
Credibility: Elevates customer confidence in choosing your brand.
Social Validation: Establishes that others of high regard choose your product.
Influence: People tend to follow and replicate behaviours of those they admire.
Showcasing social proof means your audience is more likely to mimic those they admire.
Always use recognisable symbols or people that resonate with your target audience for maximum impact.
Example 6: Social Proof
Social proof lets your satisfied customers do the talking for you.
It involves showing user-generated content, featuring your product along with testimonials.
Trust-building: Highlights real users and their satisfaction.
Community: Fosters a sense of belonging in your audience.
Realism: Shows that your product functions well in real-world settings.
According to BrightLocal, 87% of people read reviews for local businesses, proving that social proof can heavily influence consumer decisions.
By displaying your community of happy customers, you endorse the credibility of your product.
Try to encourage your customers to share their stories and tag your brand on social platforms to build an authentic library of social proof.
It goes a long way when you need an archive to pull from.
Example 7: Demonstrative Proof
(Product In Action)
Demonstrative proof shows your product solving a problem or fitting seamlessly into consumers' lives.
It gives your customers a glimpse into the usability and practicality of what you’re offering.
Hero images with products in action can eliminate doubt by showing your product's functionality.
Solution-focused: Showcases the product as a solution to problems.
Transparency: Displays the product in use, enhancing credibility.
Utility: Buyers see the worth of your product beyond just aesthetics.
Demonstration translates customer needs into visual realities, ensuring they understand how the product fits into their life.
Frequently Asked Questions
What is a hero image in email marketing?
A hero image in email marketing is a large, eye-catching visual at the top of an email designed to grab attention and convey your brand's central message or theme, setting the tone for the entire email.
What is a hero image in e-commerce?
In e-commerce, a hero image is a prominent visual display on webpages or emails designed to highlight a specific product, promotion, or offer to grab attention and direct the customer’s focus.
What is a good hero image?
A good hero image is clear, visually appealing, and relevant to the product or message you're promoting. It engages the audience, includes a strong call-to-action, and resonates with the viewer’s needs.
What is the best size for a hero image?
The best size for a hero image varies, but typically a width of 600-800 pixels is standard for email marketing, ensuring it is mobile-friendly and loads quickly across devices.
So you're diligently crafting email campaigns, pushing for better clickthrough rates, but something's just not clicking.
Sound familiar?
We know margins are razor-thin in this current e-commerce world. And every element of your marketing needs to hit the mark.
When it comes to email specifically, an often-missed (yet crucial) lever within your emails is the hero image.
It means the difference between a customer clicking through to your site or just clicking delete once they’ve made the commitment to open the email.
You’ve got mere seconds to entice them.
So… what is the magic behind these images?
Let's explore the components that turn a basic hero image into a high-converting powerhouse, so you can maximise your email marketing efforts.
Needless to say, your hero image is just one component in a large puzzle of making things work… but it IS the first impression when someone opens an email.
And we want to put our best foot forward.
What Makes a Hero Image Great?
What is a Hero Image?
A hero image in email marketing is the bold, stand-out visual that grabs your reader's attention immediately upon opening your email.
Think of it as the digital shop window enticing someone downtown to step inside and explore. It’s not a mere decoration... it sets the tone for your entire message.
Imagine Apple’s sleek product imagery – their use of hero images perfectly show off the product and its benefits without a single word.
The visual takes centre stage, conveying the message with minimal content.
Your hero image should carry the essence of your brand, instantly letting customers "see" what value you bring.
Be sure to choose images that are crisp and high-quality to reflect the professionalism and quality of your brand. First impressions do count.
Core Features of a Successful Hero Image
So what exactly makes a hero image successful?
Clear focus.
Your picture should communicate one distinct message. And it should communicate this message in the right hierarchy.
Sharing the most important part of the message first is crucial, since you want the user to absorb the 80/20 of what you’re trying to convey right out the gate.
So… if you’re running a promotion, putting the offer front and centre is key.
Alternatively, if you’re running an education-based email, for example, what is the 20% of information that is ESSENTIAL for your audience to know?
That’s what you put in the hero section.
Successful hero images also leverage colour psychology.
The use of vibrant or contrasting colours can highlight specific aspects, drawing the viewer's eye to the most important features.
Equally important, a great hero image aligns seamlessly with the content of your email.
Your imagery, headline, and call-to-action should be in unison, and provide a coherent and engaging story that resonates with the audience.
The Impact on Email Clickthrough Rates & Conversions
The hero image might be the unsung hero of clickthrough rates and positive conversion.
Before we explain why, let’s call out the elephant in the room.
Most people buy with email when 3 particular stars align:
1) They are in the market to buy
2) The timing is right
3) They are enticed by your offer / brand
Those 3 things must be true for us to get a conversion.
When it comes to the right hero image, we are trying to optimize for point number 3 - making them enticed by our brand and offer.
Studies show emails with eye-catching images report a significant increase in interaction rates compared to text-only emails.
According to HubSpot, incorporating compelling visuals can potentially boost CTR by up to 42%.
Pretty wild, eh?
Think of it this way - you’ve likely seen statistics citing how people remember 80% of what they see, but only 20% of what they read.
Your hero image acts as a visual anchor, pulling the reader through your content and prompting that much-needed 'click'.
Incorporating hero images that reinforce the email’s primary message bridges the gap between a simple "open" and a "purchase".
When done right, these visuals are an efficient investment, impacting the bottom line positively without demanding extra budget or much time.
Be sure to track and analyse the performance of different hero images. Use the data to guide your creative decisions for future campaigns.
Choosing the Right Hero Image for Your Email Campaign
Understanding Your Audience
First - An important truth.
You can forget having an impact with your email marketing if you don't understand your audience.
Identifying your customer base, their preferences, and their behaviours should be a priority.
Because it's your audience that dictates the direction of your content.
Use analytics from platforms like Google Analytics or insights from your social media channels to gather information about your audience's interests.
Are they millennials interested in eco-friendly products?
Or perhaps more traditional buyers who value quality over trends?
Knowing this will help you select hero images that resonate and capture attention immediately.
Engaging your audience starts with relevance.
A well-chosen hero image can stop a prospect in their tracks, motivate them to read further, or even better, click through for more.
Once you have gathered data on who your audience is, creating buyer personas can help centre your efforts on specific types of customers, aiding not only content in emails but also other channels.
Regularly update your audience profiles and adjust your hero images based on emerging trends or seasonal changes to maintain relevance and interest.
Matching Image with Email Content
A mismatched hero image can confuse and disengage your readers faster than you’d think.
Many eCommerce brand owners don’t realise that consistency between images and messaging is crucial for maintaining reader trust and interest.
Your hero image should reflect the core message of your email. For instance, if your email’s main content is about an upcoming sale, successful campaigns often feature bold images with clear calls to action, and a very clear indicator of the offer at hand.
Ultimately you’ve got to consider your email’s tone and overall message.
Are you discussing a new product line? Showcase a high-quality image of the product in use.
This creates a seamless experience for your readers, drawing them naturally deeper into the content.
Your hero image is almost like an extension of your brand's voice—it should encapsulate the essence of what you're trying to communicate.
Testing and Optimization
Testing and optimization are essential for boosting the effectiveness of your emails.
Clever A/B testing with different hero images can reveal surprising consumer preferences.
You might discover that featuring a person using your product prompts more engagement than a simple product shot.
Pay close attention to metrics like CTRs. These numbers provide concrete data to refine your approach continuously.
It's about adjusting and learning from the data you collect.
Are you seeing higher conversions with vibrant, eye-catching images? Or do more subtle, monochrome shots perform better?
Experiment with different styles, layouts, and colour schemes to identify what resonates best with your readers.
Remember, what works today might not work tomorrow as consumer tastes shift, so testing should be continuous.
Top Examples of E-commerce Hero Images in Email Marketing
Example 1: Using Lifestyle Images
Lifestyle images show your products in real-life scenarios, capturing your audience's imagination.
People don't want to be sold to; they want to envision your product as part of their lifestyle.
Lifestyle images build:
Connection: Bridging the gap between your product and consumers' daily routines.
Emotion: Evoking a desire to achieve the same feeling depicted in your images.
Relevancy: Making your audience feel like they need your product to enhance their lives.
Studies show lifestyle images can boost engagement by up to 40% (source: Social Media Examiner).
Integrating your product into everyday scenes makes it harder for the viewer to just swipe past.
Make sure to choose lifestyle images that match your brand's tone, whether sophisticated or casual, to remain consistent in your messaging.
Example 2: Seasonal Themes
Seasonal themes can breathe life into your emails, capturing the festive spirit or the tune of changing seasons.
It’s an opportunity to highlight your products around holidays or the start of a new season.
Seasonal themes add:
Timeliness: Aligns your message with current events or seasons.
Relevance: Makes your marketing efforts feel fresh and up-to-date.
Theme consistency: Craft a seamless transition between product, season, and audience expectation.
Seasonal themes enhance your email’s timeliness, making it feel current and relevant. These types of imagery not only tell a story but push the urgency of acquiring a product before the season ends. It's an excellent way to encourage immediate action.
You can stay on top of seasonal changes by keeping a calendar of upcoming seasons and their trends, so you're always ready to use them effectively in your campaigns.
A great one to use is the Twitter Marketing Calendar.
Example 3: Limited Time Offers
Limited time offers work wonders in creating a sense of urgency and scarcity.
When your hero image incorporates bold text like "24-hour Flash Sale", or "Only 3 Left!", it nudges people into action.
Consumers tend to feel FOMO… a lot.
Urgency: Encourages instant decision-making.
Scarcity: Heightens the product’s perceived value.
Clear Call to Action (CTA): Directs viewers to act now, not later.
Example 4: Personalised Recommendations
Personalised recommendations make your customers feel seen, leveraging their past purchases or browsing history.
When done right, it feels like you've solved a customer's need without them asking, turning generic into bespoke.
Tailored Experience: Shifts focus from one-size-fits-all to individualised care.
Enhanced Engagement: Reflects an understanding of individual customer journeys.
Profitability: Personalisation increases revenue. Plain and simple.
A photo of a product similar to a previous purchase, with a tagline like "Just for You", fosters loyalty and shows that you’re paying attention.
You can segment your audience based on their buying behaviours for more effective personalisation.
Collect zero-party data and preferences on the signup form by asking users what issue they are looking to solve / what brings them to your site.
Use that data to segment those people out and give them a personalized product experience based on their selection.
Example 5: Status Proof
Using hero images to relay status proof builds credibility and showcases trust.
Whether it's highlighting awards or celebrity endorsements, such imagery speaks volumes.
Displaying a picture of your product being used by a notable figure defines its stature.
Credibility: Elevates customer confidence in choosing your brand.
Social Validation: Establishes that others of high regard choose your product.
Influence: People tend to follow and replicate behaviours of those they admire.
Showcasing social proof means your audience is more likely to mimic those they admire.
Always use recognisable symbols or people that resonate with your target audience for maximum impact.
Example 6: Social Proof
Social proof lets your satisfied customers do the talking for you.
It involves showing user-generated content, featuring your product along with testimonials.
Trust-building: Highlights real users and their satisfaction.
Community: Fosters a sense of belonging in your audience.
Realism: Shows that your product functions well in real-world settings.
According to BrightLocal, 87% of people read reviews for local businesses, proving that social proof can heavily influence consumer decisions.
By displaying your community of happy customers, you endorse the credibility of your product.
Try to encourage your customers to share their stories and tag your brand on social platforms to build an authentic library of social proof.
It goes a long way when you need an archive to pull from.
Example 7: Demonstrative Proof
(Product In Action)
Demonstrative proof shows your product solving a problem or fitting seamlessly into consumers' lives.
It gives your customers a glimpse into the usability and practicality of what you’re offering.
Hero images with products in action can eliminate doubt by showing your product's functionality.
Solution-focused: Showcases the product as a solution to problems.
Transparency: Displays the product in use, enhancing credibility.
Utility: Buyers see the worth of your product beyond just aesthetics.
Demonstration translates customer needs into visual realities, ensuring they understand how the product fits into their life.
Frequently Asked Questions
What is a hero image in email marketing?
A hero image in email marketing is a large, eye-catching visual at the top of an email designed to grab attention and convey your brand's central message or theme, setting the tone for the entire email.
What is a hero image in e-commerce?
In e-commerce, a hero image is a prominent visual display on webpages or emails designed to highlight a specific product, promotion, or offer to grab attention and direct the customer’s focus.
What is a good hero image?
A good hero image is clear, visually appealing, and relevant to the product or message you're promoting. It engages the audience, includes a strong call-to-action, and resonates with the viewer’s needs.
What is the best size for a hero image?
The best size for a hero image varies, but typically a width of 600-800 pixels is standard for email marketing, ensuring it is mobile-friendly and loads quickly across devices.