"When you think about your creative content, many factors come into play: your copy, your font choices, the layout and, of course, the images you choose to communicate your message," writes Jessica Hughes in a guest post at the Emma blog.

"In short, looks count," she says.

When you're selecting stock images for your next email campaign, consider these takeaways from Hughes' list of seven golden rules:

Seize attention. The most artistic or elegant image isn't your best choice if it doesn't catch a reader's eye. You only get a few seconds, so make them count with an image that pops off the screen.

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