Images not always rendering in consumer inboxes: EEC

Share this content:

Image blocking in e-mail servers is a common practice at the ISP level, including Microsoft's MSN Hotmail and Google's Gmail, but e-mail marketers are not totally optimized for this effort, according to a new study by the DMA's Email Experience Council (EEC).

The EEC and SubscriberMail, the sponsor of this study, surveyed 472 marketing executives in March and found that 23% of the e-mails from this study were completely unreadable in an inbox environment. In addition, only 47% of the survey respondents said that their company had taken action to help with image rendering.

“For most b-to-c companies, HMTL e-mails are still considerably more effective than text-only e-mails, so marketers are right to design their e-mail with images,” said Chad White, director of retail insights and editor-at-large for the EEC. “However, many e-mail clients and ISPs now block images by default because of concerns about image-based spam.”

There are a number of things that marketers can do to make their e-mails readable when images are blocked, according to White. Using alt tags, designing e-mails with as much HMTL text as possible, and using a preheader text could work.

“They can also ensure that the images in their e-mails render by encouraging subscribers to whitelist them during the sign-up process and in their welcome e-mails,” White added.

Interestingly, 42% of the 104 top online retailers included in the study are designing e-mails that were “a good mix of HTML text and images,” and only 63% used alt tags, a technology that helps with image reading.

close

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here