Consumer Email Behavior: Using Images in Email Marketing

Author:
David Daniels
Source:

This is the first in an ongoing series where I will be sharing insights from a consumer survey from my firm. As the title suggests, I will be focusing specifically on the email behaviors of consumers. This survey was completed in May 2012 and features results from nearly 400 respondents.

Since most email clients turn images off by default, I'm often asked about the use of images in email messages. Because we live in such a visual world, where images and videos are seemingly everywhere, consumers are expecting to see images in your email creative. Moreover, with the popularity of reading email on mobile devices that are fully equipped to render HYML, the audience who requires text-only emails is shrinking.

It's important to have a properly formatted email creative with a ...

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