bubu - Blocked images on incoming e-mails present problems for marketers

Livre d'or

Rubriques

Session

Archives par mois

petit jeux

Ailleurs sur Joueb.com

Les liens

commentaires?!!!?

Bienvenue chez moi :)

Blocked images on incoming e-mails present problems for marketers

With many consumers blocking images on incoming e-mail,
marketers must be prepared to use other means to engage
their audiences, according to a new study from Subscriber Mail.

A 2007 study by the Email Experience Council found that
21% of reviewed e-mails appeared blank when images
were turned off. But a recent study by e-mail services
provider Subscriber Mail showed that responses improved
when an e-mail message was optimized to have an impact
even when images are not displayed.

In the Subscriber Mail study, an e-mail message not
optimized for image suppressions was sent to a test
panel of about 50,000 subscribers, while a version
of the same message optimized for non-graphical
display was sent to another panel. The optimized
version saw an 87% increase in clicks, according to
Subscriber Mail.

Subscriber Mail suggests five ways to create a compelling
e-mail message even when images are disabled:

Design e-mails to have key messages displayed as text above the fold, or in the
top half of the message as seen by the recipient. Also consider placing key
messaging in text form near the upper left hand corner where readers are
most likely to look first.
Use HTML to code colors into your e-mail to make it more attractive to
recipients not displaying images. An HTML color field hidden behind an
image will be displayed, allowing the response link to stand out, if a
graphical response button is blocked.
Use the "Alt Text" attribute to display a message that otherwise would
not be visible if using generic alt-text descriptions such as "image 1."
Include a link at the top of the e-mail message that leads to a web-based
version of the marketing message. This opens the message in a browser
so that all graphics are intact, and adds convenience for recipients by not
requiring changes to their e-mail preferences.
Incorporate optimization techniques in e-mail service provider templates to
address image suppression.

source: Internet Retailer

Ecrit par faracha, le Dimanche 6 Juillet 2008, 13:47 dans la rubrique Marketing online ecommerce mobile marketing.

Version XML - Cette page est peut-être encore valide XHTML1.1 et CSS sans tableaux.