Images Are Fine in Moderation

This post is about deliverability. Specifically, it’s about getting your message across. I don’t mean getting it into your recipient’s inboxes... I mean the content within your message. How is it being displayed? Are the most important parts (calls to action, etc) of your email within images? If this is the case, you may want to reevaluate your strategy for email marketing.

Most email clients block images by default. The only exception I can think of is when a user adds you to their address book. So if the majority of your users open your email and all they see is x’ed out boxes – or if you’re lucky the alt text attached to your images will display in their place – how can you guarantee that they’ll all choose to display the images? It’s ultimately risky to put nothing but images in your email to drive your message across.

If you want to see an email campaign that gets it right, subscribe to The Home Depot’s mailing list. They use large, embedded text over enticing images / calls to action. See for yourself: