Tactics to Combat and Manage ISP Image Blocking
Don’t Let Missing Graphics Ruin Your Response Rate
Spam is evil and has ruined a lot of what makes email so effective (and fun!). One perfect example among many: When spammers started including pictures that might not be appropriate for all viewing audiences, ISPs and software makers responded by disabling images altogether by default. And marketing email suffered.
Why should you care? Image blocking has four big implications for email marketers:
It messes with your response: Research consistently shows that email that renders properly – meaning it looks more or less the way the designers intended – perform better than emails that have broken images. In fact, a JupiterResearch study reported that “compared to text, HTML messages garner roughly double the response rate.” Also, when links are turned off by default it makes it difficult, if not impossible, for recipients to click them and take the actions the marketers intended.