Using Infographics in Marketing: The Do's and Don'ts

Infographics are the joint use of information in the form of text and a visual representation of the text in the form of graphics. The use of infographics is commonly used in marketing techniques, as the style draws in readers and makes understanding the information presented in the text easier.

 Types of Infographics

Infographics can be broken down into 4 usage categories. Each type of infographic can be utilised for e-mail marketing, but the purpose of the infographic should be decided upon carefully. An infographic is essentially used to reinforce certain information and the decision about how it is to be presented begins with the choice of infographic type.


Educational infographics are designed to provide the reader with specific information that they otherwise would have been unfamiliar with before reading the text. In most cases, an educational infographic would be in the form of an illustration of survey results or other representation of numbers to help the reader better understand the information provided.

How To

How To infographics are graphic tutorials that teach the reader how to perform certain tasks or accomplish specific goals. These types of infographics are often presented as a step-by-step process to help the reader follow the information more easily and have an illustration to use as a template.


Simply writing out data in paragraph form can be confusing and too easily muddled. An infographic that breaks down statistical information, presents it neatly, and plainly is often the best choice when attempting to explain this type of information. This type of infographic can also be used to highlight the key points of the text and present it in a way that can be understood at a glance.


Comparing data is best done using a graphic representation of the information. Placing infographics side by side that show the differences and/or similarities between two or more pools of data allows the reader to have a visual of the information presented in the text. This assists the reader in following the main points of the text if other information is required to understand a change or prediction of data.

Benefits of Using Infographics

Passing information is the most obvious benefit to using infographics, but an infographic is a tool that can be used to the marketer's advantage by creating an image that displays the area of expertise the text is discussing. In addition, infographics capture the readers’ attention, simplify the message of the text, engage the reader, and reveals the technological know-how and modernity of the marketer.

Grabs the Attention

A solid text document does not grab the attention of the reader well. Infographics are more effective in this capacity by breaking up the text with images that capture the eye. The audience is more likely to read text about a topic that is somewhat boring or complicated if there are graphics to draw the reader in.

Data Presentation is Easier to Understand

The sole use of text to explain certain data or information may not be effective to get a point across or to educate the reader fully. This is where infographics can add an element that is otherwise missing. An infographic can take data that is complex and present it in a more complicated manner, increasing the understanding of the audience.

Engages the Audience

Text that is not easily understood can lose its audience before the information is conveyed to the reader. Infographics help keep the audience engaged and invested in what they are reading by giving the reader the option of utilising the graphics to aid in their understanding and absorption of the material.

Innovative Appearance and Style

The use of infographics in a marketing email speaks to the professionalism and innovativeness of the marketer. The email is a representation of the business and the style and presentation chosen can speak volumes about the business it has originated from.

Infographics Mistakes to Avoid

Like with plain text, errors can occur when creating infographics, but a spellchecker and grammar checks will often not catch mistakes in these areas. Keep the following mistakes in mind and edit before committing to a final infographic.


The purpose of an infographic is to support the text of the email, not add to it. Some words to label the graphic correctly or help the reader interpret the image is necessary, but too many words defeat the purpose, makes the graphic hard to see, and looks poorly done.

Poor Image Quality

The quality of the image tells the reader about the business the email has come from, and a poor image makes the business look lazy, unprofessional, and lacking in skills and attention to detail. Take the time to learn how to create graphics well and keep them original.

No Responsive Design

An infographic should be compatible with any device in which the e-mail will be read. This means that the reader should not have issues loading the infographic whether they are using a computer, tablet, or other device.

Business Name is Absent

Proofread the infographic before completion, but pay special attention to what is missing, not just what is incorrect. Make sure the business name is present, clearly read, and looks good.

No Clear Call to Action

Use the infographic to encourage future business and make the graphic easily shared if the audience wishes to pass along information that has been gleaned from it. Present the infographic in a way that makes it clear that the reader should use this information and act accordingly.

Infographics take time to create and master, but they are worth the effort that goes into creating a well-done, mistake-free image. A good email marketing campaign can garner business and build a solid reputation for a business simply by utilising a modern technique that requires skill and forethought to do well.

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