Tips on how to tackle image blocking

As if email marketing didn't present enough of a challenge with differing client software, screen sizes and preview pane formats to contend with. But then there's the added burden of image blocking. What can you do?

Many popular email client programs – including Microsoft's Outlook 2003 and 2007 – block images by default, a standard setting that's easy enough to switch off, but which most of us rarely do. After all, if the sender's known to us it takes but a moment to right-click and download any pictures, and if they're not there's the tendency to want to find out what they have to say first.

So should that put you off producing creative email campaigns? Certainly not. It just highlights the need to test what audiences like and to make sure that all messages include an appropriate ratio of images to text. Bear in mind that recipients expect email to include links and calls to action. It can therefore be used to drive traffic to the web, a far more flexible and 'friendly' environment, where the viewer can play videos, submit forms and generally interact more easily. The way that web pages are viewed across different web browsers such as Internet Explorer, Firefox and Safari tends also to be more standardised from one desktop to the next, giving greater confidence that visitors are enjoying the same experience.

So here are a few tips for optimising emails for image blocking:

1. Design for the 'Inbox'

Don't just re-purpose an offline piece or webpage and dump it into an email. Optimise your message for the Inbox, making sure that the brand journey remains consistent from email to web.

2. Consider your subject line and the 'From' address

These are the first pieces of information people will see when they get your email. If they're not intriguing the time you spent on your creative and content will be wasted. Recipients will delete your message without even opening it.

3. Use text before imagery. Include your company name

Even with image blocking on, the recipient can still read an introduction and know who the email is from before having to right-click.

4. Host images online

Avoid embedding images in your email. Most firewalls strip them out, so people won't even be able to right-click to see them.

5. Use headlines

Busy people scan emails first, so make sure you have meaningful headlines that your recipients can pick out quickly to get an understanding of the content.

6. Don't use images for headings

Make sure that relevant content is in text format. This will ensure recipients quickly know what you are trying to say without having to right-click to download designer titles.

7. Front-load your sentences

Use keywords and hot topics early in your sentences and paragraphs as people will not always read to the end of a line.

8. Repeat calls to action

People are more likely to click on text than images, so write your actions out and repeat them within your email.

9. Keep the design simple

Avoid using too many colours or complex layouts with lots of competing content. Your recipients will simply delete your email rather than try to work out which elements are important.

10. Ensure brand consistency from email to web

Create landing pages if necessary, but ensure that when a recipient clicks on a link to the web they feel like they're on the same journey.

11. Be a 'safe sender'

Get people to add you as a 'safe sender' as this will ensure that all images in future emails are downloaded automatically.

More information about email marketing

Email marketing – Five tips for optimising campaigns

Ten ways to ensure your email campaign is read

Back to top