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ClickMail – How Do Clickable Images in Email Skew Your CTR?

ClickMail – How Do Clickable Images in Email Skew Your CTR?


How Do Clickable Images in Email Skew Your CTR?

By: ClickMail

Recently a client asked us if “click-able” graphics and buttons should be avoided in his email marketing. This client worries that email click-through rates are harmed because important content in graphics are not visible. He asked if our other clients avoid images and make all buttons as text-in-tables.

The big answer to his question is, of course, it depends. It depends on your audience and their expectations and desires. It depends on your brand, because some brands are built on imagery. And it depends on how well you adhere to email marketing best practices that affect your use of images in email.

Make no mistake: we people are visual creatures. Imagery has its place, and it’s a pretty high priority one. (If you think images don’t matter, please explain the escalating popularity of Pinterest!) In most cases, an email is more visually appealing when it includes an image, and that could mean higher conversion rates. However, in most cases, the image won’t be seen due to image blocking.

Let’s also be clear that we aren’t only talking about pictures. The term “images” also refers to graphics like call to action buttons or call-outs with the offer highlighted, such as a graphic that says “35% Off” or “Only 3 Days Left.” When images are blocked, not only does your recipient miss out on the possibly engaging pretty picture. He or she will miss out on the offer or deadline too, if you’re not working around the whole image blocking issue. And you’ll miss out on the opportunity for conversion.

 Chances are they’re not seeing your images anyway

Lest we get too far into this discussion under false pretenses, let’s make sure this is clear from the start: images are blocked by default in most email clients, meaning many times images aren’t seen anyway, whether a picture or a graphic. If it’s an image, it’s blocked until the recipient says otherwise.

And don’t assume they will say otherwise. In one study of consumer behavior, only 55% of respondents said they turn on the images in the emails they receive. But only 16% will add a business as a safe sender—which would ensure images appear inevery email from that sender. That puts the onus on the marketer to make sure recipients want to see the images in your emails and will choose “show images” consistently (although you should continue to ask to be added to the safe senders list too).

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
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  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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