Brand photography isn't cheap, especially with plenty of products to shoot. Add lifestyle photos on top and you're looking at a bill a small business may not be able to fathom. That's where stock photos come in: the cheap, simple way to get your point across without spending days and dollars on a shoot.
Stock images have long helped brands, especially start-ups, find their feet. They're everywhere on websites and socials. But in email, whether stock is good or bad gets blurry. So when should you use it, and when should you steer clear?
First, the short answer: yes, you can absolutely use stock in emails. Used well, it becomes a genuine sales tool, and you can always swap it for real product shots later.
When to use stock photography
Stock earns its place in plenty of spots. Four we love:
In hero banners
A textured or aesthetic background on the cheap. Overlay your text, buttons and logo to make it yours.
Next to product images
Show how your product makes people feel. Selling ice cream? A stock beach shot says "good times" for you.
On customer reviews
A friendly face over a review makes it feel more real and human, even if it isn't your actual customer.
In a collage or mood board
Email feeling empty? A collage of on-feeling stock helps customers envision your product in their lives.
When to avoid stock photography
For every good placement, there's a bad one. Avoid stock in these three spots:
When selling your actual products
Buying based on a photo, then getting something that looks different, is a real letdown, and it can land you in false-advertising trouble. Always use real product images for features and specs.
When introducing your team
Fake team photos are off-putting the moment reality doesn't match. Show your team, yes, but remember: no photos beat fake photos.
When competitors use real photography
Customers compare. If your key competitors all use real pics, stock makes you blend in and lose your edge. Time for professional snaps of your own.
Remember, stock isn't forever. Start with it to launch, then swap in your own photography as your product shots come together.
Stock photography sells the feeling. Just never let it sell the product itself.
Not sure you've covered all the bases?
There's a lot to weigh up in email marketing. If you'd like a second set of eyes on your imagery and strategy, book a free consultation with our team. We'd be happy to help.
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