Return On Subscriber – Email Marketing Blog

Various studies have reported that 25%-50% of your subscribers are blocking Images in HTML emails.  So why are so many companies still sending image-only emails?

Let’s take a look at an example of both the right way and the wrong way from JetBlue Airlines.

All Image Email

Image/HTML Text Email

You can clearly see above, that a balanced email with HTML text still gets the point across, while the all image email is basically blank. So why would a company like JetBlue, or any company which knows the best practice way to do it, still send an all-image email? Here are two reasons this happens:

The Need for Speed
Most designers can create beautiful branded 600px by 400px images that can be popped into an email and sent out much, much faster than creating a balanced design that incorporates both dynamic imagery and HTML text.  We all have experienced the “We need to get an email out about this NOW!” order from an executive, who has never attempted to understand the nuances of email marketing. Where do you think the term e-Blast came from?

The Lack of People Power
Luckily I work with an amazing team of designers AND developers who can execute an idea that stimulates visually and follows best practices. Most companies in my experience do not have this luxury. Many times, the email marketer is a lonely position, left to work with whichever resources are at their disposal.  Finding marketers that are skilled in Strategy, Copywriting, Photoshop, Dreamweaver, and Analytical acumen is rare.

So What’s the Solution?
There isn’t an easy answer if you work on tight turnarounds and have limited resources. One suggestion would be to get a larger arsenal of email templates.  Many companies have 1 maybe 2 templates to work with, which may not be flexible enough for your messaging.  Another idea is to try to connect with the different teams internally to see what campaigns are on the horizon or are being discussed.  It’s never to early to start working on graphics for seasonal campaigns either.  The more you can do in the downtime, the more prepared you will be when the order comes down to “e-Blast”.

If you have different opinions or additional tips to add, I would love hear them in a comment below!