Constant Contact Data Reveals Direct Correlation between Email Campaign Effectiveness and Number of Images and Text Lines Featured (2023)

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Constant Contact Data Reveals Direct Correlation between Email Campaign Effectiveness and Number of Images and Text Lines Featured

Analysis of over 2.1 million small business emails also finds differences between industries

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"These findings further validate our ‘less-is-more’ hypothesis when it comes to crafting online marketing campaigns"

WALTHAM, Mass.--(BUSINESS WIRE)--What makes a small business customer click on a link when reading an email has been revealed. The latest research fromConstant Contact®, Inc.(NASDAQ: CTCT) uncovers the ideal number of images and lines of texts small businesses should include in email marketing campaigns to optimize click-through rates. Compiled from the analysis of over 2.1 million Constant Contact customer emails sent to more than 100 recipients over the course of 13 weeks, the research finds that—with some industry-specific exceptions—emails with three or fewer images and approximately 20 lines of text result in the highest click-through rates from email subscribers.

“Click-through rates are perhaps the truest measurement of the quality of an email’s content and its effectiveness as a marketing tool,” said Christopher M. Litster, senior vice president, sales and marketing at Constant Contact. “Regardless of industry or customer base, click-through rates convey how often you are able to get your email subscribers to go where you want them to go and complete your call-to-action. This new research is a big step forward in helping small businesses craft email content that will result in even more successful campaigns going forward.”

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Industry Deviations

Considering that many nonprofits have email subscribers who are volunteers or active members, nonprofits generally enjoy higher click-through rates from their email subscribers, many of whom also exhibit a preference for more text and images:

  • Association click-through rates don’t drop off as quickly as other industries, with click-through rates remaining consistent between 20 and 30 lines of text.
  • Membership organizations have an even broader range; click-through rates for those organizations are consistently high for those using between 15 and 30 lines of text.
  • Religious organizations saw little fluctuation in click-through rates based on the number of images.

This stands in contrast to the for-profit sector, where consumer expectations of different types of small businesses impact optimal click-through rates. For example:

  • Business product and services companies see the highest click-through rates in emails with between 13 and 16 images, presumably because email subscribers expect to see visuals of the products being offered by the company.
  • Restaurants and salons/spas can afford to test more images of menu items/services in their email campaigns: both industries have peak click-through rates in emails with 15 images.
  • Office supply companies are best served in keeping the text of emails concise, as click-through rates peak at 15 lines of text.
  • With listings a focal point of their email marketing campaigns, real estate agents and services see the highest click-through rates at around 35 lines of text.
  • Retail businesses have a very small window in terms of the number of lines of text that drive optimal click-through rates. Click-through rates improve over 50 percent between emails with 17 lines of text and 19 lines of text. Click-through rates then drop by 50 percent among emails between 19 lines of text and 21 lines of text.

“These findings further validate our ‘less-is-more’ hypothesis when it comes to crafting online marketing campaigns,” said Litster. “In today’s mobile-dominated society, consumers want content to be straightforward, concise, and easily readable on all screens. While small businesses in some industries can afford to test more images and lines of texts, and others less, generally by sticking to three images or less and about 20 lines of text, they can craft their email campaigns in confidence, knowing that they are optimizing click-through rates.”

About Constant Contact

Constant Contact helps small businesses do more business. We have been revolutionizing the success formula for small businesses, nonprofits, and associations since 1998, and today work with more than 600,000 customers worldwide. The company offers the only all-in-one online marketing platform that helps small businesses drive repeat business and find new customers. It features multi-channel marketing campaigns (newsletters/announcements, offers/promotions, online listings, events/registration, and feedback) combined with shared content, contacts, and reporting; free award-winning coaching and product support; and integrations with critical business tools – all from a single login. The company’s extensive network of educators, consultants/resellers, technology providers, franchises, and national associations offer further support to help small organizations succeed and grow. Through its Innovation Loft, Constant Contact is fueling the next generation of small business technology.

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Constant Contact and the Constant Contact Logo are registered trademarks of Constant Contact, Inc. All Constant Contact product names and other brand names mentioned herein are trademarks or registered trademarks of Constant Contact, Inc. All other company and product names may be trademarks or service marks of their respective owners.



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(Video) Email Marketing Quickstart with Constant Contact


What is Constant Contact email marketing? ›

Constant Contact is email marketing software that primarily helps businesses create branded emails, websites, online stores and more in one online marketing platform.

How do I make Constant Contact emails look better? ›

Use appropriate fonts

All of your communications should use brand-specific fonts and colors. Chances are your email will be read on a variety of mobile devices, so your text should also be legible on smaller screens. Constant Contact recommends using 22pt font for headlines and at least 11pt font for body text.

What does Constant Contact mean? ›

Constant Contact is a platform designed to help small businesses with their email marketing efforts, including automating and personalizing emails with the goal of sending the right customer the right message at the right time.

What are Constant Contact and Mailchimp com? ›

Both Mailchimp and Constant Contact let you organize your audience at a few levels: Lists, Segments, and Tags. These tools allow for some powerful testing and customization of your audience. The main difference is that Mailchimp also allows you to segment customers into Groups based on their interests and preferences.

Does Constant Contact do text marketing? ›

17, 2022 /PRNewswire/ -- Constant Contact, a digital marketing platform trusted by millions of small businesses and nonprofits, today announced the launch of SMS Marketing, a new feature that enables small businesses to leverage text message campaigns to reach, engage and retain their customers.

Is Constant Contact spam? ›

Email Deliverability Report has tested different ESPs to find their average deliverability rates. This test found that Constant Contact's 17.19% of emails were going to spam, and 4.40% of emails got lost. So 21.59% of emails didn't reach users, which isn't good news for email marketers.

How many emails can you send through Constant Contact? ›

Create and send emails

During your trial, you have 60 days to create campaigns and test them out with up to 100 email sends total (an email sent to one unique contact = one send, so an email sent to 10 contacts = 10 sends).

How do you increase email Skimmability? ›

Keep your sentences short, but varied. Too many short sentences in a row can make the writing seem one dimensional. By varying the length of sentences, you keep the writing interesting and stimulating. This improves skimmability, but also makes content more interesting to read.

How do you make an email contact important? ›

In the From field, enter the email address of the person whose emails you want to label. At the bottom of the search window, click Create filter. Check the box to Apply your label. Then either choose or create the label URGENT or IMPORTANT.

What are the benefits of Constant Contact? ›

Benefits of using Constant Contact

Constant Contact offers a ton of useful features that allow marketers to create impressive emails, optimize contact management, segment contacts to improve engagement, and track and report on metrics to meet campaign goals.

Can Constant Contact send emails? ›

Schedule an email to send to contacts now or at a later date. Once you've finished customizing your email, it's time to send it to your contacts. You can choose to send it immediately, or schedule it to go out at a future date and time, up to a year in advance.

What forms Constant Contact? ›

Constant Contact sign-up forms are fully bundled with the industry's #1 email marketing tool, so you can easily collect new email addresses, engage subscribers with professional-looking emails, and track your success. Plus, get expert support from real people you simply won't find anywhere else.

What's the difference between Mailchimp and Constant Contact? ›

Re-engagement emails: Mailchimp offers Customer Re-engagement Emails, while Constant Contact allows you to identify and target unengaged contacts with segmentation.

What is Mailchimp best used for? ›

Mailchimp is an all-in-one marketing platform used by individuals and companies of all sizes. You can manage everything from your email newsletters and automations to ecommerce.

What is Mailchimp used for? ›

Mailchimp is an all-in-one marketing platform that helps you manage and talk to your clients, customers, and other interested parties. Our approach to marketing focuses on healthy contact management practices, beautifully designed campaigns, and powerful data analysis. We're here to help you become an expert marketer.

Does Constant Contact allow text messaging? ›

At Constant Contact, we make it easy for you to send text messages only to contacts that truly want to receive them.

Does Constant Contact support social media? ›

You can use Constant Contact's social media tools to:

Create and publish Facebook, Twitter, LinkedIn, and Instagram posts. Schedule posts in advance. Measure the effectiveness of posts with personalized insights. Respond to social comments and messages to serve your customers more quickly and easily.

How secure is Constant Contact? ›

Constant Contact offers many security features that appear to align with HIPAA requirements, such as multiuser access, account management, and the ability to limit user access. The service has technical, physical, and administrative safeguards in place to protect email subscriber data.

How do I stop Constant Contact spam? ›

Take unsubscribes seriously

If you are a Constant Contact customer, every email you send includes an unsubscribe link. Also, make sure to monitor the inbox for the address you're using to send your email campaigns, as many people will reply to your email and ask to be taken off your list.

Does Constant Contact remove duplicate emails? ›

Thank you for reaching out to us through the Community. Our system will automatically dedupe the lists if the same contacts are spread over multiple lists. Also, any contact that unsubscribes will automatically be removed from all lists and will be placed within the Unsubscribed status.

How do you get rid of spam contacts? ›

Tap a number. In the call detail window, tap Not spam. In the window that opens, enter a comment if you want to. Then tap Done.

How many emails does Constant Contact send per day? ›

There isn't a daily send limit, it would just be a matter of your emails being interrupted if they receive too many spam reports and/or unsubscribes when sent out. If you're still on a trial account, your cap is 100 emails until you have a paid account (Email or Email Plus).

What size is a Constant Contact email? ›

Most Constant Contact templates are about 600 pixels wide, so we recommend keeping the width of your images to no more than 600-650 pixels. Keep in mind that the 600 pixel recommendation is for an image that spans the width of the email.

How many emails can I send a month with Constant Contact? ›

*Packages have a monthly send limit of 24 times your total contacts and an overage fee of $0.002 per email. List sizes over 50,000 contacts are automatically upgraded to our Plus plan.

What is skimming in email? ›

Skimming is the in-person act of copying information from a card via a handheld tool the size of a lighter, or a device that fits neatly over a gas station pump or ATM. Both allow thieves to scan the account information off of your card's magnetic strip. Phishing, on the other hand, is conducted online.

How email help us communicate effectively? ›

Email provides an easily searchable virtual paper trail of conversations and interactions. Email is accessible from anywhere with an internet connection. Email allows a message to be communicated to several recipients at once. Email gives recipients time to think about the content and thoughtfully respond to it.

How email is an important role in communication process? ›

Email is important for communication because it allows users to send information in letter format, and email can replace traditional mail options. Emails can be more beneficial for communication because they can often include text, documents and multimedia, like photos and videos.

What makes an email effective? ›

Writing Effective Emails

You have to get the recipient to open the email. Your email must make the intended impression on the reader while successfully relaying the intended message. It must drive the recipient to take the desired action.

How many contacts can you have in Constant Contact? ›

Although there is no limit, it's always important to keep in mind we do charge based on the amount of active contacts in your account. So as your contact levels increase, so will your monthly charge.

Is Constant Contact good for nonprofits? ›

With Constant Contact and Gmail working in unison, you'll find it easier to send personalized emails that get prospective donors excited about your message. These targeted emails are less likely to end up in the spam folder and are more capable of producing on-the-spot conversions for your nonprofit.

Is Constant Contact mobile friendly? ›

With Constant Contact, all emails are mobile-responsive, making it easy to create emails that look great on all devices.

How do I link an email in Constant Contact? ›

Insert a mailto link
  1. Highlight the text you want to link and then click the link icon.
  2. Select Email from the drop-down.
  3. (Optional) Edit the text you want to display as the link.
  4. Enter the email address you want contacts to send to in the Email Address field.
  5. Click Insert.
  6. Click Done.
Jul 13, 2022

How long does Constant Contact take to send emails? ›

Performance is good - If your email's spam complaints and bounce rates are within Constant Contact's guidelines, Constant Contact generally releases the email to everyone on your list within 24 to 48 hours.

How do you create a Constant Contact form? ›

Create a 'Contact Us' form with the Constant Contact Forms for WordPress Plugin
  1. Create a new form.
  2. Enter the form's description.
  3. Select a contact list.
  4. Set up the form's options.
  5. Create the form's fields.
  6. Select the form's email settings.
  7. Customize the form's design.
  8. Customize the form's input design.
Dec 3, 2021

What type of business is Constant Contact? ›

Constant Contact, Inc. operates as a marketing company. The Company provides email marketing services as well as conducts social media campaigns, managing digital storefronts, and creating online surveys for businesses, associations, and organizations to help them to connect with their customers and members.

How do I create a signup form in Constant Contact? ›

As with the website sign-up forms, we start by signing into your Constant Contact account clicking on the top menu “Sign-up Forms,” and then clicking on the blue “Create sign-up form” button.

Does Constant Contact integrate with Mailchimp? ›

Zapier lets you send info between Constant Contact and Mailchimp automatically—no code required. Triggers when a new contact is added to your account. automatically do this!

How many email contacts can you have with Mailchimp? ›

The base price includes 10,000 contacts, and the price increases with your contact count. With the Premium plan, you can store up to 200,000 contacts. The monthly send limit is 15 times your maximum contact count. If you want to store more than 200,000 contacts, let us know and we'll customize a plan for you.

Why not to use Mailchimp? ›

To ensure high email deliverability, it's critical to use an intelligent, human-like sending mechanism. Mailchimp sends your messages in bulk even if there's a lot of them scheduled to be sent. This can not only cause your emails to end up in the spam folder, but can also get you blacklisted.

Why use Mailchimp instead of Gmail? ›

MailChimp has a broader approval, being mentioned in 1667 company stacks & 670 developers stacks; compared to Gmail, which is listed in 16 company stacks and 11 developer stacks.

Why use Mailchimp instead of Outlook? ›

One of the biggest advantages of using something like Mailchimp rather than sending mass emails out using your own Outlook account is that Mailchimp enables tracking of your campaigns so you can see how many people are opening your emails and what they do then.

Is Mailchimp good for marketing? ›

A great marketing automation platform

Mailchimp is the perfect marketing automation platform that can do many things, I can run the email marketing campaigns using this platform or simply I can run all my paid media campaigns and be able to get the details or streamline those activities using this platform.

Is Mailchimp used for email marketing? ›

Mailchimp can help you design, build, and optimize your email marketing to get the best ROI in your marketing program.

Why is Mailchimp so successful? ›

Mailchimp became a unicorn in the industry by offering a cheaper product, adding features much more quickly than their competitors, and giving customers the customizations they asked for. In a nutshell, they got closer to and understood small business owners better than their largest competitors ever could.

Why would you use Constant Contact? ›

Benefits of using Constant Contact

Constant Contact offers a ton of useful features that allow marketers to create impressive emails, optimize contact management, segment contacts to improve engagement, and track and report on metrics to meet campaign goals.

How do I use Constant Contact email? ›

Select a list from the Contacts tab, and then create and send an email to it
  1. Click the Contacts tab.
  2. Click the Lists tab.
  3. Next to the list you want to send an email to, click . . . > ...
  4. Select a template.
  5. Add your email content, and when you're ready to send, click Continue.
  6. (Optional) Select additional lists to send to.
Apr 15, 2022

What are the 4 main parts of an email message? ›

The 4 Essential Parts of an Email
  • The subject line. Arguably the most important component of the email, the subject line is the deciding factor in whether your message is read or deleted. ...
  • The salutation. The start of the email sets the tone for the main body. ...
  • The bit in the middle. ...
  • The ending.
Feb 10, 2013

Which are the 4 important parts of a professional email? ›

You can make it easier on your recipients by making sure your business emails include these five essential elements.
  • A Concise, Direct Subject Line. ...
  • A Proper Greeting. ...
  • Proper Grammar, Correct Spelling. ...
  • Only Essential Information. ...
  • A Clear Closing.

How many emails can I send with Constant Contact? ›

*Packages have a monthly send limit of 24 times your total contacts and an overage fee of $0.002 per email.

What is the advantage of using Mailchimp? ›

Mailchimp offers simple marketing automation features

You have the option to split your audience with if/else rules, send different emails to different audiences, use time delays, tag and group your audience members, or even make subscribers repeat a journey.

Can Constant Contact send personalized emails? ›

Personalize your email by including your contact's name, city, or other detail you've collected from them. Adding contact details to your email, such as a first name, city, or state, lets you personalize the content for each contact and makes it look like you wrote the email just for them.

Does Constant Contact provide email addresses? ›

Connect with a Marketing Advisor to see how they can help you develop the right strategy for your business and get the most out of your Constant Contact experience. That's not how our mailing services work, as we don't have an email address that people can add to their safelists to receive your emails.

Does Constant Contact have email automation? ›

Email automation is built into Constant Contact. Simply click “Create,” then “Email Automation” to get started. Automated welcome emails reach new subscribers the second they sign up — at a moment when they're new to your list and want to hear from you.


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