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Images in email marketing

A picture says a thousand words.

It’s true that a picture can convey a message very quickly and sometimes better than words, and can make any document more appealing. However, you need to be careful relying on images in your marketing.

Before making an image the central part of any email message, remember the following:

  • many people (I’d guess the majority, in fact) have images turned off so they won’t see the image by default. If your email relies on that image, your email is not going to work very well.
    Yes, sometimes people will accept images and then be able to see your message but I rarely do that if the image is pretty much the entire message as I want to know what it’s about before lowering my security – and I guess I’m not alone in that.
  • including a number of images, even if they aren’t the key message, can lead to a poor presentation of your email if images are turned off – not only are there lots of red crosses on view, but it may distort the layout of text, too
  • people have different perceptions and ideas, and some see a half empty glass so think carefully about about how your image may be seen. It’s not so bad if a supporting picture is misinterpreted as if it is a key part of your message
  • including many and/or large graphics makes your email much larger which may mean higher costs for you and again may limit it’s acceptance by all email servers
  • text in graphics and images themselves won’t help your search engine efforts (for emails online as well as sent out) although it does hide words from spam filters. Technology may be changing this but for now it still matters!

So what do you think when you receive an email that is based entirely or predominantly on graphics? Are they as effective in getting your interest as text based emails?

And don’t forget to support your email marketing, too.

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