Today’s post will be short and sweet because I simply want to deliver a warning to any readers who do email marketing. Hopefully, that’s every reader out there, and hopefully NONE of you are making this mistake
First off, assume that your prospects are viewing your email with images “blocked.” Taking that one step is crucial if you want to have effective email marketing efforts. For a collection of good articles on image suppression in emails, this is a good place to start.
Check out this sad email I received from a true powerhouse in the online retail business [click thumbnail to enlarge]. They should know better! Do a quick scan of the screenshot. Can you see the call to action? The single most important element in the email? Assuming I want to take the action you offer me in your email, it’s a crime to make the call to action that difficult to see! I’m sure it looks great with images downloaded, but with images blocked, it’s awful.
Having someone preview your test emails in a few major email clients, with images suppressed of course, can help you avoid bush league mistakes like this one. Simply build that basic check into your email marketing process, and you’ll probably be ahead of your competition. We encourage our clients to build those kinds of checks into all of their optimization efforts, email and otherwise.
Now, check out this email from our friends at Zestra.com [click thumbnail to enlarge]. While any email can be further optimized, they’ve nailed the basics of creating emails that are persuasive (and usable) with images blocked. The headline is prominent, the formatting is clean, and the call to action is made prominent using a colored background, larger font, underline, and some arrows. It’s obvious what the call to action is and what I need to click on if I want to take action.
As promised, this was a brief rant–make your call to action visually prominent even with images blocked. For bonus points, build an “images blocked” quality assurance test into your email marketing process. To get help making your email marketing better, contact us about our subscription improvement services.