There are differing opinions on whether to use images in your email campaigns. Many people think that minimizing images or not using them at all is the best way to go. However from a marketing point of view an image says a thousand words and can relay the 5 senses in a glance.
Let’s have a look at the main reasons that people shy away from using images in their email campaigns and see if they really are an issue:
Images give you a spam score
Yes they do but not much of one. As long as your entire email is not image based and you have a reasonable amount of text this should not be an issue. Indeed as deliverability is moving away from content towards reputation filtering this will become less important anyway.
Images get blocked
While images get blocked consumers are savvy enough to display them. Just because images do not get displayed immediately does not advocate not using them as when they are displayed they are more effective than just text.
Images can take a long time to download
We are not living in 1999 anymore, most consumers have broadband connections. It’s true that more people are using mobile but even these connections are reasonable and mobile email clients are generally optimized to make the experience with HTML email smooth. And let’s face it mobile email clients are a tiny fraction of who will read your email anyway.
So we have dampened these negative claims about images but is there anything we should be aware of when using images?
You should still make sure your email is not over-reliant on the images being rendered. There needs to be sufficient text in the email to grab the attention of the recipient and explain what the email contains. Our rule of thumb is text is fine up until you feel you are making compromises by not using images.
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