Never Send Image-Only Emails – Campaignmaster

An image is value a thousand phrases, however in terms of creating image-only electronic mail campaigns, it’s typically higher to write down out these phrases.

After all, together with the suitable photographs is necessary, however having solely image-based emails will solely result in a heap of deliverability and engagement woes.

Don’t get us flawed, we perceive the attraction – having an electronic mail marketing campaign made up of a single picture ensures there will probably be no random characters, insufficient spacing and you’ll even say goodbye to being restricted to utilizing solely net protected fonts.

Nonetheless, though this marketing campaign might find yourself being very visually interesting, this technique will trigger extra issues than it solves.

On this weblog, we’re going to discover the issues image-only electronic mail campaigns could cause and hopefully encourage you to have a mix of content material blocks in your campaigns, now being extra related  for those who’re trying to design your Christmas e-cards.

1. Spam Filters
   Have you ever ever observed one frequent denominator with the spam emails in your Junk folder? You guessed it – large photographs that make up the whole lot of the e-mail physique content material (typically used to cover offensive or misleading wording). Sending image-only emails is one thing of a spammers practise and lots of spam filters are configured to ship these sorts of emails straight to the dreaded Junk folder. In some instances, the e-mail may not even get so far as the spam filter and will block the e-mail fully. So, for those who’re aiming for the Inbox, we strongly advise in opposition to image-only campaigns.
2. No Preview Textual content
   Preview or preheader text is invaluable to marketeers – it serves as a secondary topic line and entices your recipients to open and interact together with your electronic mail, particularly in a crowded inbox. Should you’re sending an image-only electronic mail, you lose out on the chance to utilise preheader textual content and as a substitute your recipients will see a messy picture path/reference as a substitute. Naturally, for those who obtain an electronic mail like this, you’d assume it was spam and would delete it instantly. This in flip will have an effect on the engagement you obtain on this marketing campaign.
3. Lowered Searchability
   It typically occurs that your recipients might wish to recall some necessary info in a earlier communication you despatched. Now often, it will be as easy and typing in some key phrases in a search bar and searching although outcomes to seek out the related electronic mail. Your image-only electronic mail is not going to come up in any outcomes as there is no such thing as a content material/textual content to seek for (as the e-mail is all photographs). Since they’re unable to seek out something, their curiosity could also be misplaced and now they’re onto another person’s electronic mail.
4. Slower Loading Occasions
   Photos inevitably add weight to electronic mail campaigns. Subsequently, it makes logical sense that image-only emails will probably be a lot heavier and therefore will take a very long time to load. Bear in mind – the upper the standard of picture, the longer the loading time. Realistically, your recipients is not going to cling about in case your electronic mail is taking longer than a couple of seconds to load, lowering your engagement stats.
5. Compromised Accessibility
   Recipients with visible impairments typically use display screen studying gadgets to interpret an electronic mail. Display screen readers will typically have a tougher time attempting to interpret image-only emails than they are going to with emails that include precise textual content content material. It’s true that the picture might have alt textual content, nevertheless, that is often brief and can’t change an electronic mail’s total physique textual content.  
6. Lowered Cellular Engagement
   Majority of emails are actually opened/considered on cellular gadgets, which means cellular pleasant electronic mail designs are an absolute should. At first look, it might appear that that an image-only electronic mail can be nice to view on a cellular. Nonetheless, in image-only emails the textual content is actually set in stone, which means it can’t be adjusted in your recipients. Moreover, photographs meant for cellular are inclined to look overblown on a desktop – equally, photographs meant for a desktop can look blurry on mobiles.
7. Troublesome to Edit
   Let’s be trustworthy – a primary draft of an electronic mail marketing campaign won’t ever be authorized instantly. There are virtually all the time a bunch of edits that should be executed previous to the marketing campaign being launched. With emails containing textual content content material, it’s fairly straight ahead to edit the wording right here, change a color there and even add some more room anyplace. With image-only emails, for each change you would wish to do all of it on a picture, re-upload, resize, re-test till it seems nearly proper. Not solely is that this extraordinarily time consuming, but it surely may also be painstakingly tiresome if in case you have forgotten to make the smallest of adjustments!
8. No Picture Obtain
   A whole lot of electronic mail purchasers nonetheless block photographs by default, which means the recipient nonetheless has to manually obtain photographs when receiving an electronic mail marketing campaign. This implies you total marketing campaign content material is not going to be seen till they achieve this – that’s if it even will get to land within the Inbox. Give it some thought, for those who obtained an electronic mail and all that you simply noticed was a picture that wanted to be downloaded, would you obtain the picture or delete it instantly pondering it’s spam?