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Email Marketing Insights
Kara Trivunovic
Sr. Director of Strategic Services
Kristin Hersant
Vice President of Corporate Marketing
April 14, 2009
Don’t Be Shy…Show Some Images
With the hundreds of emails that I receive on any given day, an email looking like this would get passed over very quickly in my inbox.
With so much competition in a person’s email inbox, it is critical to design your email to be effective with images on and off. With the images turned off, the majority of the email above does not tell a reader who it's from or what's the call to action.
Let me walk through an example that highlights the potential impact.
> One in five emails is invisible and ineffective due to blocked images.
- Email Experience Council (Jan 2007)
> Let's apply the statistic above to a mailing with 1 million delivered messages.
- 800,000 delivered with images on
- 200,000 delivered with images off / blocked
> Assume 50% of emails with images off / blocked were opened.
- 100,000 total emails potentially looked over in your readers' inboxes.
In this example, wouldn't you want to have an extra 100,000 people read your email? Especially when this can be easily accomplished by tweaking your template so it still offers valuable information when images are turned off.
In terms of ROI, a few small adjustments to your emails will allow you to see improvements across every category.
Posted by: Peter Norton at 1:05 PM
Categories: Email Creative , Email Marketing , Tips , Trends , Trends
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In the majority of cases, you are right. But for some brands where images are fundamental to the experience (e.g. ASOS clothing), using image-only emails can actually give a higher ROI.
Comment by Dan Blows – April 22, 2009 6:51 AM
Great article and example. You definitely need to take advantage of the ALT tag when designing. Also, you need to consider using less images and adding some text in there as well. Thanks for this article!
Comment by Restoration Media – June 5, 2009 10:08 AM