One of the most common debates among our team of email marketing experts is just how much images really matter in email campaigns. In the B2B world especially, visuals are often overlooked or tossed in as an afterthought. While consumer brands aren’t shy about bold, eye-catching imagery, B2B emails too often lean on dense blocks of text that don’t do much to hold attention.
However, when used thoughtfully, images can do far more than just make an email look nice. They can clarify complex ideas, highlight what matters most, and ultimately drive readers to take action.
So, let’s explore how to use images strategically in B2B email campaigns, from choosing the right types of visuals and avoiding common pitfalls.
Why images matter in B2B email marketing
You’ve probably heard the saying, ‘a picture is worth a thousand words.’ In email marketing, it might actually be worth a few thousand clicks, too. That’s because people tend to remember information more effectively when it’s presented visually, a concept researchers call the picture-superiority effect.
Our brains love visuals! Studies suggest that as much as 90% of the information our brains process is visual, and that we can interpret an image in as little as 13 milliseconds, far faster than we can read and understand text.
In B2B marketing, emails with images drive up to 42% more clicks than those without, and they play an important role in brand storytelling. A well-chosen graphic, whether it’s a chart that makes data crystal clear or a clean product shot, can make your text easier to digest. When used strategically (not just throwing an image in ‘just because’), visuals help convey credibility and build trust, which are essential in longer B2B buying cycles.
Of course, that being said, the expectations in B2B aren’t the same as in B2C. While consumer brands often go big with flashy, impulse-grabbing visuals, your buyers are usually looking for clarity, insights, and value. The trick is balance, using visuals that are eye-catching enough to stand out, but purposeful enough to support your message rather than distract from it.
Types of images that work well in B2B campaigns
It’s not about cramming in every shiny graphic you can find, you need to choose the right images that support your email content and nudge your reader closer to action. Here are the types of graphics that tend to work best:
Product images that show functionality
A polished product shot is nice, but in B2B, buyers care more about how your product works and how it can improve their business. Show your product in action, highlight features with callouts, or even use a video or GIF to demonstrate how your product works.
Infographics, charts and graphs that simplify the complex
If you’ve got a mountain of stats or process steps, don’t make your audience wade through paragraphs of explanation. A sharp infographic can break down the big picture in seconds, making you look both credible and considerate of your reader’s time. Infographics are also a great way to showcase data from your most recent research reports or your end-of-year sustainability impact report.
Team photos and culture shots that humanise your brand
Remember, B2B is still human to human, and people naturally connect with other people. One of the easiest ways to make your brand feel approachable is by showing the real faces behind the work. For instance, a consulting firm might share a snapshot of its team brainstorming over coffee, maybe your sales team just wrapped a successful client workshop, capture that energy and share it or your CEO recently spoke at an event, showcasing their expertise. These glimpses add authenticity, build trust, and remind your audience that behind every product or service is a group of real humans who care about what they do.
Custom illustrations & icons for clarity and branding
Sometimes words and photos can’t quite do the job. That’s where illustrations and icons shine. They can make content easier to scan and give your emails a distinctive, branded look.
Common mistakes to avoid
When images are used in the wrong way, they can hurt your deliverability, slow load times, and even make your brand look less professional. Don’t add images for the sake of it, make sure they have a purpose. Here are a few of the most common pitfalls to steer clear of:
Using stock images that feel generic
If you don’t have a photographer on hand, stock photos can be a great fallback, if used correctly. There are plenty of free and paid libraries full of high-quality options, such as Pixabay or iStock. But if they look staged, overused, or disconnected from your brand, they’ll do more harm than good. Think forced handshakes and fake smiles. Instead, choose images that feel natural and relevant to your message.
Overloading with too many visuals
More images doesn't equal more conversions. In fact, cramming your email full of visuals can overwhelm the reader and slow download times. Every image should serve a clear purpose, and if it doesn’t, cut it.
Skipping alt text
Not every user will see your visuals, some might have them turned off, and screen readers rely on alt text for accessibility. Always include concise, descriptive alt text so your emails still make sense when images don’t display.
Not testing across email clients
An email that looks flawless in Gmail might break in Outlook or on mobile. That’s why testing across multiple email clients and devices before you hit send is crucial.
So, images definitely have their place in B2B email marketing, making your message clearer, more engaging and downright memorable. The right visual can turn a block of text into a story your audience actually wants to read, humanise your brand, and nudge readers toward taking action.
If you’re ready to make your B2B emails pop, we can help. As a UK multi-award-winning data solutions and email marketing provider, we help businesses craft campaigns that connect, convert, and leave a lasting impression, get in touch with our expert team here.