Visual elements in email campaigns are more than just eye-candy. They grab attention and deliver messages effectively. 

The right email designs can make your email newsletters stand out in a crowded inbox, quickly conveying your message and driving engagement. High-quality visuals also influence actions, making them critical to any effective email campaign.

Now, as more Artificial Intelligence (AI) tools infiltrate email marketing, the big question for email marketers is: how can Generative AI help create the visual content that drives these email campaigns?

Sure, optimizing email design and coding with AI is still a relatively new frontier. But the possibilities are exciting.

In this post, we’ll explore how to leverage AI for image generation in email marketing. We will dive into the tools and best practices to automate the more tedious aspects of image creation while still focusing on creative control where you want it.

Understanding The Role Of Gen AI In Email Image Generation

Generative AI is gradually making its mark in email marketing, particularly image generation.

From 2023 to 2024, its usage increased from 2% to 9%. Although this may seem minor compared to the 34% adoption rate of AI-generated written content, it’s a clear sign of a growing trend.

Written content is the easier choice for AI due to its accessibility. You don’t need specialized skills to type a prompt into a large multimodal model (LMM) and get decent results. 

Image generation, however, is more complex. It requires a solid understanding of graphic design to craft prompts that produce visuals that are both on-brand and up to standard.

As Chad S. White, Head of Research at Oracle Digital Experience Agency, notes, “Generative AI is mostly about saving time, not necessarily improving performance—at least for now.”

Despite the learning curve, Generative AI offers substantial benefits for email marketers. Bartosz Foltyn, Art Director at GetResponse, explains that AI-generated designs often serve as a starting point. While these images usually need tweaking to meet specific needs, AI still significantly reduces the time spent on image production.

The takeaway? Generative AI is a powerful tool but is not a one-stop solution. You may need to refine AI-generated email designs, regenerate outputs, or experiment with different prompts to get the desired results.

How AI Image Generation Works

AI image generation tools use advanced algorithms to create visuals based on the text you provide. These tools are trained on millions of images and their descriptions from across the internet. This training helps the AI learn what different things look like and how they are described.

When you enter a prompt, the AI draws on this vast library of knowledge to generate an image that matches your description. The AI doesn’t just copy existing images—it uses pieces of what it has learned to create something new and unique that fits your needs.

AI For Visual Images: Advantages and Drawbacks

Integrating Gen AI tools into email marketing for image generation brings both advantages and drawbacks. Understanding these can help you play to AI’s strengths while being aware of its limitations.

Advantages of AI-generated Images in Email Marketing

1. Time Efficiency

AI tools for image generation tools streamline the email content creation workflow. It allows marketers to generate high-quality images efficiently and at scale. This means less time and money spent on traditional graphic design processes.

2. Resource Saving

Forget about sifting through stock photo websites. Gen AI produces high-quality visuals in a wide range of styles in minutes. Plus, it lowers the costs associated with traditional design methods.

3. Image Upscaling

Have a low-resolution image that needs to be higher quality? AI upscalers can enhance these images, boosting their resolution up to 4K. This technology allows you to take existing visuals and elevate their quality, making them crisp and professional, even if they started out with lower resolution.

4. Creating Textures

Generative AI can drastically reduce the time it takes to create detailed textures for 3D models. Instead of spending days on this task, you can quickly generate a specific texture, like a “close-up of a cracked stone surface.” This approach is faster and cheaper and allows designers to maintain creative control while bypassing the tedious work of sourcing or creating textures manually.

5. Brand Consistency

GenAI can be set up to stick to your brand’s visual identity and style guide, ensuring that your colors, design elements, and overall look are always on point. This means your visuals will stay consistent and recognizable across all email marketing campaigns.

Drawbacks of AI-generated Images in Email Marketing

1. Imperfect Quality

While AI can produce impressive images, there can still be times when the generated images don’t quite match your vision, making it necessary to tweak and refine them. Getting the best results requires understanding how to craft the right prompts and adjust settings.

2. Copyright Risks

Generative AI tools come with significant copyright concerns. Since these AI models are trained on vast numbers of images, including many copyright-protected ones, lawsuits over potential infringement have already been filed. 

It’s likely that users of these tools could face legal challenges from artists, photographers, and other copyright holders. To minimize this risk, avoid using AI to create images that resemble real people, especially celebrities, or that imitate specific logos, designs, and visual elements owned by companies or organizations.

3. Risk of Errors

Despite its capabilities, GenAI isn’t immune to mistakes. It can sometimes produce images with incorrect proportions or add or omit elements. These errors can affect the quality and accuracy of your visuals, requiring additional manipulation by the designer.

The Best AI Image Generation Tools For Email Marketing

1. DALL-E 3

DALL-E 3 from OpenAI is a powerful AI tool for generating unique images. Unlike typical image generators, DALL-E 3 excels at creatively mixing and matching visual elements, helping your email visuals stand out.

Image Source: Dall-E 3

Key Features

Using DALL-E 3 is straightforward. You type in a detailed prompt, and the tool generates one or two images that match your description. If the initial image isn’t quite right, you can give feedback, and DALL-E 3 will adjust and refine the image. It also handles text well, allowing you to add product names or slogans directly to your images.

Pros

• Understands and processes detailed prompts, making creating the exact image you want easy.
• Great at producing unique and engaging images that grab attention.
• Allows for easy tweaks and adjustments to get the perfect image.

Cons

• Sometimes, the realistic images might not look quite right.
• Generating images can take a bit of time, especially for detailed prompts.
• Access to DALL-E 3 comes with a $20 monthly subscription to ChatGPT Plus.

2. Canva

Canva’s AI image generator is a versatile and user-friendly tool perfect for those who prefer working with design templates or need assistance during the design process. For marketing teams pressed for time, Canva AI offers a quick and efficient way to generate high-quality images and text, making it an invaluable asset.

Key Features

Canva’s Magic Studio, a suite of AI-powered tools, automates and simplifies many design tasks. The Magic Design tool can generate complete presentations—outlines, slides, and content—from just a single text prompt. 

Other features, such as Magic Eraser, Magic Switch, and Magic Morph, allow for easy manipulation and transformation of design elements, speeding up the creation of high-quality visual assets.

Magic Studio also includes an AI editor, text generator, and various imagery options, enabling the creation of diverse content types, including images, text, and even basic video clips. These tools are conveniently grouped together in the software’s “Magic Studio” section, making them easy to access and use.

Pros

• Canva AI is beginner-friendly and accessible to anyone.
• Offers tools for text-to-image, video editing, and more.
• Competitive pricing for individuals and teams.
• Access to millions of ready-to-use templates and design elements.

Cons

• Lacks advanced features for professional designers.
• Complex projects may take time to master.

3. Midjourney

Midjourney is an innovative AI image generation tool that is highly praised for its ability to create images that are so clear and detailed that you might mistake them for real photographs. 

Accessed primarily through Discord, Midjourney is a favorite among creatives, including marketing professionals. It can produce visually stunning content that can elevate any email campaign.

Key Features

Midjourney produces images with such crystal-clear detail that they often resemble real photographs. The tool provides detailed control over image output, allowing users to fine-tune their prompts for the best results.

Users interact with Midjourney through Discord, where they can generate images, share prompts, draw inspiration, and collaborate with others in the community.

Pros

• Produces near-photorealistic images with exceptional detail.
• Engaging the Discord community for inspiration and support.
• Offers detailed control over image generation.

Cons

• Available only through Discord, which may be inconvenient.
• Generated images are public by default, raising privacy concerns.
• Requires a subscription to use, as free trials are currently unavailable.

4. Adobe Firefly

Adobe Firefly is an AI image generation tool developed by Adobe, a leader in creative software for professionals. Given Adobe’s long history of innovation, it’s no surprise that Firefly stands out as an impressive tool in the world of AI-generated visuals. Whether you’re a marketer or a designer, Firefly offers a simple yet powerful way to create stunning images for your email campaigns.

Image Source: Adobe Firefly

Key Features

The feature Structure Reference allows you to input an existing image as a template, which the AI uses to generate a new image with the same layout and composition. It’s perfect for maintaining consistency in your visuals.

With Style Reference, you can guide the AI to create new images in the same style as a reference image, ensuring your designs stay on-brand.

Another standout feature is that Adobe Firefly was trained on Adobe Stock images, openly licensed content, and public domain content, making all generated images safe for use in commercial projects.

Pros

• Excels in producing diverse and detailed artistic images.
• Offers good control over image adjustments, allowing you to edit specific details.
• Generates images quickly, saving time on projects.

Cons

• May struggle to produce realistic images, particularly with complex queries.
• It sometimes has difficulty accurately depicting interactions between elements in an image.
• The tool can falter when handling more complex image requests.

How To Choose The Right AI Image Tool For Email Marketing

Selecting the right AI image tool can elevate your email marketing efforts. Here’s what to consider:

• Ease of Use

Pick a tool that matches your team’s skill level, ensuring a smooth workflow and quick adoption.

• Customization

Look for tools that offer strong customization options to tailor images to your brand’s style.

• Scalability

Ensure the tool can handle the volume of images required for your campaigns as they grow.

• Integration

Ensure the tool integrates seamlessly with your existing design and email marketing platforms.

• Cost-Efficiency

Evaluate the cost per image and consider the potential return on investment through improved engagement and conversion rates.

Best Practices for Crafting Perfect AI Prompts For Image Generation

• Be Specific with Details

Include important elements like mood, setting, color palette, and style. This guides the AI to produce images that align with your vision.

• Keep It Balanced

Provide enough context for clarity without overwhelming the AI with excessive details. Aim for a prompt that is one to six sentences long, depending on how much control you want over the result.

• Use AI for Initial Drafts

Start with AI to generate the first draft of your images, then refine and polish them in post-production to fix any imperfections.

• Leverage ChatGPT for Help

Use ChatGPT to help write your prompts. By uploading a reference image, ChatGPT can help craft more accurate and effective prompts.

• Avoid Vague Instructions

Clear and precise communication is essential. Ambiguous prompts can lead to irrelevant or unwanted results.

• Don’t Rely Solely on AI

While AI is a powerful tool, don’t depend on it exclusively. Combine AI capabilities with human creativity to avoid generic outputs.

• Provide Context

Explain not just what you want but why it matters. This helps the AI understand the purpose behind the image, ensuring it resonates with your audience.

Wrapping Up 

AI-generated images are revolutionizing email marketing. By quickly and affordably producing high-quality visuals, generative AI tools offer marketers a wealth of creative possibilities. They help maintain brand consistency, deliver personalized content, and resonate with your audience.

While these tools are powerful, remember that they’re not infallible. Always ensure your AI-generated images adhere to ethical standards and avoid relying solely on AI.

Craft clear, concise prompts and combine AI capabilities with human creativity for optimal results. Embrace Gen AI as a valuable asset in your marketing toolkit, but remember it’s a complement to, not a replacement for, human insight and creativity.

Featured Image by Mariia Shalabaieva on Unsplash