To a car manufacturer who will remain nameless: If you are sending out an e-mail newsletter, don’t use stock photography in the e-mail.
You know what I mean: Those pictures of models pretending to be businesspeople/parents/whatever else that scream ‘I bought this from Getty Images’.
Even if I did sign up for your e-mail newsletter six months ago, I may not remember. I’m already annoyed at receiving your message. Don’t compound it by sending me something that loads slowly, gets tagged as spam because of the image, and completely dehumanizes your company.
Trust me. No stock photos. And while you’re at it, don’t put stock shots on your web site either, if you can help it.
Instead, design an e-mail that tells me, right away, why I should read it. Don’t be cute. Don’t beat around the bush. Don’t try to tell me I’ll have six-pack abs (like the ‘typical’ driver in the stock photo you sent me) after I buy your car. Tell me how the car is nice to drive, and what reviewers said about it, and what kind of deal I can get.
Treat me like a person, not a stock photo.