[question]
How important is it to have a product picture in your marketing emails? Has this been tested?
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[answer]
Product photographs, also known as hero shots or glamour shots, contribute to the success of both email sales letters and sales letter landing pages. Testing indicates the right graphic image can lift response by 20 to 30 percent; the wrong image can depress results by almost as much.
In tests, the product photo ranks third in importance, behind the headline and the nameplate, in its ability to change response rates and RPM (revenue per thousand).
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