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Content is king – but why does the image become the ugly duckling?
The deadline is approaching. You've just finished typing the text of your newsletter where every word has been dissected and examined. The results are nothing less than sheer perfection. But, now what about the pictures…

It's easy to fall behind when it comes to visual content, even though it is a proven fact that images have never been more important than they are today for reaching out. We talked with Caroline Carlander and Mimmi Rydstrand, two imaging professionals at Curious Mind, a company that also specializes in content marketing. Here they share their top tips on how to increase the effectiveness of your newsletters with the help of images.
Hi Caroline and Mimmi! What kind of work do you do?
We are consultants with Curious Mind, a digital communications agency in Sweden. Caroline has for several years been the coordinator for a large Swedish fashion company's global newsletter. Minnie is currently working with a grocery chain's content marketing. We both work daily with email marketing.
What roles do pictures play in a newsletter?
Images are very important. They create a first impression of both the sender and the content of the newsletter. A bad image that looks unprofessional can sabotage an entire newsletter. Good quality images … just like good text … inspires confidence.
What do you think about when you select images for a newsletter?
Focus on images and keep the text short and to the point. Most people scroll quickly through a newsletter and do not pause to read long text. Therefore, choosing the right image is particularly important in this context.

It's a good idea to try to think in broad terms when it comes to images. For example, if the goal is to sell a product, the product itself does not necessarily need to be the focus. Place it in meaningful context instead. And think inspiration! Images should capture the reader's attention and give an indication of the newsletter's intended message.

It is also important to have a common thread throughout the entire newsletter - the images should be in harmony with the layout in general. However, the images should not be alike. In that case, there is the risk that they may cancel each other out.
What are the most common mistakes when using images in a newsletter?
A real serious mistake is when the pictures are unrelated to the content. Images that are too 'selling', with large splashes and sales prices are also not recommended. Other mistakes are working with only the exposed product pictures, small pictures, or images that are not mobile-friendly.
Do you have any tips for those that want to become better at using the right images in their newsletters?
Think of the overall newsletter instead of individual blurbs conveying their own message. And allow feelings and experiences to play the leading role when selecting images!
Thanks to Caroline Carlander and Mimmi Rydstrand for participating! Curious Mind is a digital communications agency in Sweden that works with content and strategy on the web. The agency employs web communicators, copywriters and production managers who work with some of Sweden's largest companies within banking, newspapers and construction for example .
Oh, he looks nice. Where can I find more like him?
Easy! Many of our pictures have a model code. Click on it to find all the images where that model is involved.

You can find the model code by clicking the image and then clicking on "Go to the image page". Then, just click on "Model codes".
Click and you will find the model code:
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Photos of Caroline och Mimmi: © Pernilla Pettersson.