When Using Pictures or Graphics in your eMail Marketing
The word “SPAM” as it relates to electronic marketing originates from the CAN-SPAM Act of 2003. “CAN-SPAM” is an acronym derived from “Controlling the Assault of Non-Solicited Pornography and Marketing”.
SPAM filters are intended to catch unsolicited email messages and divert them to your “junk” folder or block them altogether. These filters are becoming increasingly sophisticated and more adept at assessing and screening inbound email. They are also evolving or ‘learning’ to recognize specific words; phrases and graphic ratios that can indicate an email may be from a “spammer”.
Email messages that are full of images (or even just one big image) but contain very little or no text will cause problems for the sender and may not reach their intended audience. For recipients with slower Internet connections, image/graphic-rich messages are slower to load; spam filters catch and divert them; and they are harder to view on a small screen mobile device.
While there’s no doubt that graphic-rich emails can be pretty. The latest email software often weeds out messages that are image heavy or that are laden with “spammy text”. Outlook, Gmail, Yahoo, etc. apply a ratio of text to graphics. Emails with heavy (large) graphics stand a better than average chance of being flagged as spam. So, what can you do to avoid this?
1. Shrink those images down so they don't overwhelm the text. You need balance in your email or newsletters. Smaller images can help you achieve this.
2. Use restraint. If you only have a paragraph of text and need to use one or two images, force yourself to pick the best one and stick with it. Remember: you can probably use the other images in a later newsletter or emailing.
3. Don't send an email that is one big graphic or image file. You need text. Email clients look for text keywords in emails and newsletters to decide whether or not to let these campaigns through to the inbox. For many intended recipients, a 100% graphics file won't make it through.
Call us at 210-737-1551 if you have questions when creating your email marketing pieces. We'd be happy to review your mailing and provide guidance.
Posted on: 20th February, 2013 Categories:
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