Quite a while ago, I wrote an entry on about an email that I was receiving that was composed of one giant image. The firm in question has not changed their tactic, and I have yet to view one of their videos that the email is marketing. I wanted to provide some additional detail regarding images in email and the impact of an email client blocking images. Here are some practical examples of a few emails (navigate to the full post to see the images):
This first email is from “Downtown Indy”. I’m a fan of their email but the volume of space above the ‘fold’ that is wiped out by their email header is enormous! There’s barely room for me to get to the content. I would recommend a much smaller header. The space would be better filled with a content section that provides the reader with an excerpt of the content they may be missing below.
This second email is the IBJ Daily. It’s really grown to a nice publication over the last year. However, the advertisers who fill those images are not getting the full bang for their buck. If I were advertising in email, I would insist that an “alt” tag be utilized where the image is that provides an advertising message. In viewing this email, I need not bother with the advertising. However, if it read something like “Voted the #1 Commercial Real Estate Firm in Central Indiana” (I made that up… I don’t know what the ad was), I may have clicked ‘download pictures’ to get a peek at who it was.
This last example is PERFECT! It’s the Tom Peters email. Notice the “alt” tag messaging where each image is? It generates some buzz about the hidden graphic and makes me want to download the images. It also makes the email look pretty good – even without the actual images.
Last one (I added this after the original post). This is an email I received from my video store. Although it could do with some actual written content, I do have to give them some kudos for providing alternative text for each of the images. Hopefully, you agree that it does want to make you download the content and actually view the images. Not the Gilmore Girls… that’s not the one….
It only takes a few minutes to add alt tags and textual messaging to your emails and newsletters.