Are you designing your emails accordingly? Probably not.
One of the top design mistakes email marketers make is creating an image-heavy concept or one that cannot be recognized unless images are turned on. If your call-to-action or primary message is embedded in an image, you are guilty of this as well! This means recipients could miss your email content and call-to-action, causing them to delete your email or simply unsubscribe (and you will be missing that strong return on investment that effective email marketing provides!).
When it comes to images in your email creative, at WhatCounts we recommend that you stray from having one big image make up your email template. Furthermore, we recommend that you include calls-to-action both in and outside of the imagery. Thirdly, should your design have many images or just one, be sure to include informative image ALT tags.
Image ALT tags can be designated within the HTML code and they serve as a description for the image that may not be appearing for all users. In the case of both examples above, if the images included descriptive/compelling image ALT tags, I may have an idea of what the image would include; I may be enticed to download the images.
Finally, another way to decrease the impact is to become Sender Score Certified by Return Path. The certification program allows images and links to be automatically displayed or “turned on” in Hotmail and Yahoo. This is a privilege which Jupiter Research says can double campaign response.
So, to recap, here are 4 tips to avoid the “white blah effect”:
- Avoid sending emails that are made up of one large image
- Include strong calls-to-action inside and outside of the email’s imagery
- Add an image ALT tag to every image in your design
- Become Sender Score Certified to allow for automatic images-on functionality in Hotmail and Yahoo
It’s as easy as that! Happy emailing.
Senior Services Account Manager, WhatCounts