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E-mails with
Pictures:
Images should complement your message.
" "
-What a major retailer's e-mail
advertisement recently said - without the pictures.
When you look at this e-mail in your inbox, do you see the pictures
automatically? (There are 6 of them.) HTML e-mails have proven to be
more effective at getting attention and driving the call to action. And
still, many of our subscribers may be viewing our creative design
without the images due to filter settings and optional image blockers.
From a marketing perspective, we need to know what our message will
look like if the pictures are missing. We need to design an e-mail
that will deliver the intended message even without the pictures.
For Example:
Back in the spring of 2002 I signed up to receive notices from a local
retailer. This national upscale department store impressed with their
timely offers and creative personalized e-mails. The e-mails are even
more elaborate in 2006!
However, I recently realized that everything important that the
retailer has to say comes to me within a set of images. And if I were
to receive this e-mail with my images turned off, this important
information would disappear.
STRATEGIES:
- Test your e-mail in different
systems
- Program images to have alternative
("alt") text hidden behind the photos
- Always offer the option to view the
e-mail in a browser or View as Web Page
Image suppression has affected the industry's e-mail tracking
statistics over the past year. We will explain how these statistics are
changing and what you need to know about e-mail tracking results in an
upcoming issue of the WinM@il Business
Builder.
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