Is your e-mail campaign coming up empty?

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My Outlook e-mail blocks all images, which means I end up with a lot of "Right click here to download images" and "Outlook is protecting your privacy by preventing this automatic download" messages. It also means I receive a lot of otherwise blank e-mails.

It's surprising to me the number of major brands and organizations that continue to send to e-mails made up either entirely of one big image or a series of images with very little alt tags and text. It's a basic e-mail marketing tenet to ensure that 1) your e-mail can be read and 2) it is delivered. A big image means your e-mail might be caught in a spam filter for acting like, well spam, and if you haven't included any text, it's very likely the customer doesn't have time to guess what your e-mail might be about because they have a zillion other e-mails to read, so yours is now headed straight for the delete button.

True, a clever subject line might prevent some of these woes yet just adding a nice mix of HTML text and images will undoubtedly bring better returns.

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Founded in September 2009, Stirista is an integrated marketing agency that specializes in micro-targeting via traditional and digital channels. Our mission is to help companies, non-profits, and universities alike find new prospects and better understand their existing contacts. We are on the preferred vendor list for a handful of Fortune 500 companies with three of the ten largest companies in the world turning to us for marketing insights. To put it simply, we're young (at least at heart), ambitious, and sometimes impulsive-but always hungry for new ideas.

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Founded in September 2009, Stirista is an integrated marketing agency that specializes in ...