 |
Many Subscribers Don't See Your Graphics
In a recent SubscriberMail survey of executives, approximately 60 percent stated that images were turned off on their email clients. In some email clients, image suppression (or "images off") is now the default setting. Corporate IT policies and personal preferences are resulting in image suppression being a de facto standard.
Optimize to Improve Results
The benefits of addressing image suppression are significant. A recent controlled study by SubscriberMail found that optimizing to ensure effective messaging even when images are off delivered an 87 percent increase in clicks. Here is an overview of steps you can take to create email messages that have impact when images are not displayed (more details and examples can be found in our new white paper):
- Text that exists as part of an image will not display when images are blocked. Try to include key value messages and/or calls to action in text, in the portion of your message readers will see first.
- Instead of using generic HTML alternate text ("alt text") descriptions for images ("image 1," "image 2," etc.), write alt text to deliver critical messages for display when images are blocked in some email clients.
Alternate Text for graphics provides a messaging opportunity when images are blocked. |
- Hide an HTML color field behind an image-for example, behind a graphical response button. If that graphical response button is blocked, the HTML color field or border will then display, helping the response link to stand out.
- Include a click-to-view link at the top of the page that leads to a web-based version of your message. You will find one of these at the top of this email.
- If your email messages are built using templates provided by your Email Service Provider (ESP), they should be incorporating some optimization techniques to address the growing issue of image suppression. Test your templates by turning off images in your browser, or using multi-platform preview functionality to view your message as it would appear in a variety of email clients.
Image Suppression Impacts Open Rates
When a message is being delivered through an email service provider to an inbox, a small transparent image is used to track the open rate. When this tracking image is "displayed" in the message, the email is counted as an "open." If images are blocked, the tracking image is also blocked, and the email will not be counted as opened. This is why many marketers view open rates as a guide, not an absolute.
Take the Time to Optimize
You spend a lot of time developing your message; make sure all of your subscribers get that message-even when images are blocked. Recipients with images turned off present a unique challenge to email marketers. By taking the time to make sure your emails are effective with and without images, you can ensure everyone is included in the conversation.
If you would like to learn more, request a copy of the new SubscriberMail white paper, "The Great Suppression: 5 Strategies to Engage Audience Members When Images are Suppressed by Mail Clients"
To learn more about how SubscriberMail can increase the effectiveness of your email campaigns with images off, contact us today.
Career Opportunities
SubscriberMail is looking to fill a variety of positions. If you or someone you know is looking for a position in the Chicago area with an exciting and dynamic company, please visit www.subscribermail.com/careers for more information.
|
|
|
