Email marketers love images – what better way to tell a story, attract and engage readers than to call out that great offer with a big, bold design and a high resolution photo. Especially with all of the latest enhancements in the adoption of CSS and .GIFs, images offer an even more flexible and creative way to entice your audience to click.
That said, believe it or not, even today some Internet Service Providers (ISPs) block images embedded within email messages as their default setting. Adding to the problem is the fact that not many subscribers bother to adjust their inbox settings to automatically download images for the ISPs in question. That means those awesome images and graphics aren't always going to be seen.
When it comes to mobile, images in emails have some disadvantages. The biggest one is that they tend to be less flexible when they are viewed on a mobile device.
Marketers have to balance the value of images with the need to get their message across to those who don’t see the images. The importance of that balancing act strikes home when you remember how much competition there is for a reader’s time and attention. Most marketers are only too familiar with the “3 second rule” that relates to how long they have to grab readers’ attention before they move on or delete an email. With an estimated 269 billion emails sent every day, marketers have their work cut out for them.1
So how do you optimize the email experience knowing this potential roadblock?