Stock Photos + E-mail = Lousy
Ian Lurie Jul 11 2006
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.
CEO & Founder
Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch.Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing.Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie. Read More