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Study: Marketers not conscious of email image potential


Philadelphia – Marketers are largely not conscious of the full potential social images (such as Instagram posts) hold for their email marketing efforts.

According to new research from Curalate and Movable Ink, while 76% of marketer emails include social media buttons, only 14% include social images.

Furthermore, marketers leverage Instagram content in emails less than 3% of the time, compared to the rates they use Facebook content (53%) and Twitter content (14%) in their email communications with consumers.

When asked to identify the top challenges in using social images in emails, marketers cited different databases and systems (52%), analytics and data collection (51%), silos in cross-channel collaboration (49%) and difficulties incorporating social feeds into email (43%).

Despite marketer reservations, Curalate data shows that Instagram delivers 120 times more engagement per follower than Twitter and 58 times more engagement per follower than Facebook.

Contextual tags taken from Instagram images that are among the highest drivers of revenue per impression include eyes, smile, makeup, sun, female, water, hair and travel.

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