Implications for advertisers of email image blocking
by matt @ 1:15 pm. Blogged under Email Marketing
For some time it’s been a concern that text-only emails see a higher click rate than HTML emails. Why should this be when back in 2000 all the evidence pointed the other way? Well it seems that default image blocking by email clients like Outlook (to limit spam detection of valid addresses) has grown so much that many people don’t bother to download images at all now (45% - Email Labs).
Those of us using the preview pane just have a quick scan of the email we receive and if we’re really interested then open it and manually download images. From an advertiser’s perspective what does this mean? Well in short in means that graphic-only adverts are a no no, much better to combine a small graphical logo element for branding with an html text message beneath, ensuring that at least part of the message gets through. This will result in a much higher click rate and better value for ad spend.
An article I found by Email Labs says that 90 percent of their email newsletter subscribers have access to a preview pane, and “69 percent say they frequently or always use it. Nearly 53 percent of respondents’ email clients or ISPs automatically block images in some or all email messages and 45 percent of email readers rarely or never download images within their preview pane”.
Read the article in full for some great advice on redesigning e-newsletter templates accordingly.
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