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Images in Emails

by GlenH
4 replies
Hi All,

All of us receive HTML emails from all sorts of sources, but an approach I’ve noticed growing rapidly (predominantly from emails I get from marketers in the IM space) is to embed images within the flow in the body copy.

Is there any data out there on how effective (or otherwise) this strategy is with respect to email open rates, or clicks
#emails #images
  • Profile picture of the author James Clouser
    Depends on the market, of course.

    I've had a lot of success with inline images. Recently, I used a solo ad in an email that got double the average CTR of the list. Just the ad and a hyperlink CTA below it. It worked like gangbusters.

    It's always good to test. I did a plain-text narrow vs. html wide split test on a list this week, and was surprised to find that HTML won.

    You never know until you test.
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  • Profile picture of the author splitTest
    Originally Posted by GlenH View Post

    Is there any data out there on how effective (or otherwise) this strategy is with respect to email open rates, or clicks
    Haven't come across any data, but it's worth noting that Gmail recently stopped blocking images and now display them automatically.

    Before, you had to manually click "display images" in order to see images in gmail.

    That's a game-changer for email writers, who can now use the power of images more effectively and reliably. Like any other part of your message, however, the power of images probably depends on the image and how it supports the message overall.
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    • Profile picture of the author GlenH
      Originally Posted by splitTest View Post

      Like any other part of your message, however, the power of images probably depends on the image and how it supports the message overall.
      Yes...absolutely
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      • Profile picture of the author prashanthk
        Originally Posted by James Clouser View Post

        Depends on the market, of course.

        ...

        It's always good to test. I did a plain-text narrow vs. html wide split test on a list this week, and was surprised to find that HTML won.

        You never know until you test.
        Amen. Also, do repeat the tests once in a while. I have been plain text emails for so long that an email with a image grabbed instant attention.

        Originally Posted by splitTest View Post

        Haven't come across any data, but it's worth noting that Gmail recently stopped blocking images and now display them automatically.

        Before, you had to manually click "display images" in order to see images in gmail.

        ....
        Personally, I don't welcome the move. But anything for better conversions
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