by Shelly Watson
Increasingly, mobile phone users impact your email viewing greatly. Recent studies suggest that up to 20% of your users check their mail on text-only mobile phone applications. If your email is a single image, or is based on a great deal of images, you won’t resolve to those users at all.
So, What Should you Do?
Use images. You should just use very few of them and be careful where you put them.
Images definitely have a marketing impact. A portion of your viewers will see them and turn them on. If you just follow these basic steps with images, you’ll be fine. Also, remember that you can do a lot of things just using html tables and colors that will make your email visually appealing AND deliverable.
The Less Than 25% Rule: No more than 25% of the real estate in your email template should be image-based. You want at least ¾ of the email to be readable without images.
Alt and Title Text: This is the text that is contained within your image url that appears when the image doesn’t load (and in some cases appears when your mouse hovers over a graphic). Having this text beneath your graphics is important because you can still convey the message that was in the graphic even if the graphic doesn’t load.
No Trapped Messages! The basic rule is this: “If it’s important that your readers know a piece of information, it cannot be trapped in an image.” All important information, such as price, product title, value proposition and expiration date, must be in html text. This includes “Click to order” buttons. If those are images, you’ll have users looking for where they’re supposed to click, and possibly not finding it. Those should be html buttons.
Images are an important part of any marketing campaign or collateral. However, email presents challenges in that you can’t control how the end product displays to the user in all cases. It’s better to have an email that can be delivered and seen by the user than to have one that looks fantastic, but only when it’s loaded on your computer screen and not when it’s in an inbox!