Images in Email Guidelines and Checklist

September 7th, 2010 | By Marla Chupack | 1 Comment

You want your email to stand out, intrigue and resonate with your audience. Using images within your email is a great way to achieve these goals. Content is still king but images add to the royal experience.

Images can greatly contribute to the success of your email campaign if they are used properly. Remember that images will be turned off by default for many of your recipients. In the latest MarketingSherpa Email Marketing Benchmark Report, a survey of email recipients found that only 33% have images turned on by default. That means that 67% – or two-thirds of recipients – don’t have images on when they get your email.  So make sure images are only used to enhance your email and not deliver the key message.

When used correctly, images make emails memorable and interesting. It’s best to base your image strategy on the following.

• Image relevancy
• Email client coding limitations
• Image to text ratio
• Image to image ratio

Once you make the decision to include images, the next step is image optimization. Make sure you do the following with your email images:

• Add ALT tags to every image
• Reduce image file size through compression
• Consider replacing images with bulletproof buttons
• Use absolute URL’s when linking images
• Make linked images launch a new window when clicked

It’s important that images are coded correctly, placed logically, relevant to the content and display adequately within different resolutions. Also, people tend to click on images frequently, so consider linking them to something appropriate.

To help you formulate your image strategy, we’ve prepared an Image Guidelines Checklist that you can use. Share it with your designer and/or programmer because we’ve added some tweaking tips.

Download Image Guidelines Checklist in Word or PDF format.

In upcoming posts we’ll also provide other checklists that you may find useful, so make sure you subscribe via email or RSS. And let us know if these help with your campaigns!

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