Judging Email Creative Based on “Images Off”
The default settings on some email programs are with images off when opening the email. Above are examples of 2 emails with “images off.” The top one (which I created) is an HTML-coded email with several grayed “images off” boxes. Note here that the message was still strongly evident — which will help pique someone’s interest to turn the images on to see the entire email. On the other hand, the bottom image has just one very large gray “images off” box. We have no idea what the email’s message is. This is not good, since there is nothing here to get someone to want to learn more.
Big lesson: Don’t risk losing your customers before they’ve even had a chance to read your email: Never use one big image for your email. Besides, the big image may take too long to download, which is another way to lose your customer.