Why Email Design Shouldn´t Be Dependent On Images

Writing by Brick Marketing on Thursday, 19 of June , 2008 at 4:24 pm

Images can really add a lot to your email design, but that doesn´t mean they should be central to your email content. In fact, it is often best to keep images to a minimum or just keep them out of your email design completely. The reason for this is that when images aren´t properly displayed, they cause a lot of ugly spaces and icons to appear in your emails and if the images are critical to your content, most readers will miss the message.

The majority of email providers don´t display images as a default option. Instead, the user is required to manually turn on the images in each email. Most won´t bother, so it´s a better idea not to make the images a vital part of the email design.

ClickZ has an interesting post on this issue.

Jeanniey Mullen, executive chairwoman of the Email Experience Council, points out that e-mail marketing current generates an estimated return on investment of $48 for every dollar spent. If messages are optimized, she said estimates show the return could climb to $53 by increasing the open rate, clickthroughs, and conversions.

The fact is that more could be done by most email marketers to optimize their email design for maximum responses. This could easily become a far bigger industry with the right email design.

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Category: Email Design

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