In the latest MarketingSherpa Email Marketing Benchmark Report (2010), a survey of email recipients found that only 33% have images turned on by default. That means that 67% – or two-thirds of recipients – don’t.
This is a Jericho client – Mitsubishi NZ – showing how to do email right. With a mix of images and text balanced so that it allows the email to make sense even if your recipient is in an environment that supresses images by default. In a corporate environment that’s quite common, as we talked about in this earlier post.
The email on the left here is as it was intended to be viewed and on the right we show it with images ‘off’.
The headline, all links and calls to action, as well as key instructions are clearly visible.
Compare this beautiful campaign to the ‘blanks’ we showed there! (By the way House of Travel keep on doing the same thing each time they send an email…)
One thing that is on its way to counter that is that the tablets will change the way people interact with your email.
We wrote recently about whether your email is ‘touchable’. By that we mean that readers on iPhones and iPad for now, and other tablets to come, will be searching for links they can poke their finger at - so your calls-to-action need to be bigger and intuitively they will click on images expecting them to link to content.
Email marketing and iPads and other tablet devices is going to become more ubiquitous and then it will let us have a lot of fun with email campaigns.
Hooray! We can hardly wait for everyone to have iPads – I love mine so much that I’m happy to recommend you request one for Christmas over any other option for a gift.
Then we can keep up our work with clients to make more beautiful emails than ever…
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