In general, there are two options when come to composing a marketing email. It is an ongoing debate among marketers whether to opt for image-only email or responsive HTML email (a mixture of text and images) design.
Many brands prefer the aesthetics of image-only email designs, which allows more creativity and freedom in design, and deliver excellent visual impact. However, image-only EDM can come with a range of disadvantages that may actually derail their marketing efforts.
In this article, we’ll explore why you should avoid image-only emails and instead opt for responsive HTML emails to create the most effective email design for your brand.
EMAIL MARKETING
Image-only EDM is not fully responsive
Image-only EDM can disproportionally affect the user’s experience when they access emails on their mobile devices. This is because, unlike text-based designs, image-only email designs require images to be scaled down in order for users to view them properly on smaller screens.
Furthermore, as many mobile devices rely on HTML rather than image resizing capabilities, an image-only email might not scale down properly, making it difficult for users to read the content.
In contrast, responsive HTML emails adjust themselves according to the user’s device which ensures that users have a better viewing experience no matter what type of device they are using.
Lack of personalization & HTML elements
Image-only EDM designs lack the ability to personalize messages with the recipient’s name or any other information. This means that the emails cannot be tailored to individual recipients and will not make a strong impression on them.
Furthermore, image-only email designs do not allow for HTML elements such as clickable links and buttons which help to engage readers with interactive content.
Responsive HTML emails, on the other hand, provide more flexibility when it comes to personalization and HTML elements. This helps to create an engaging experience for readers as they can interact with the content and take action directly from within the message.
Images might be blocked by email clients
Images in the email are usually not loaded by default in most email clients due to the security settings that are in place. This means that users may not be able to see the images in your emails and thus miss out on any important information or visuals you have included.
Moreover, since image-heavy emails often contain large content files, they may be routed to the recipient’s junk folder or blocked altogether due to their size. Emails could be blocked too due to the lack of text content within the body.
With responsive HTML emails, recipients can at least read the text content when images are blocked from loading. Carefully designed responsive HTML emails would have lower spam scores hence a higher chance of reaching the audience.
Conclusion
In summary, while image-only EDMs may seem aesthetically pleasing at first glance, they are not always the most effective option for email marketing campaigns due to the disadvantages mentioned above.
If you are willing to go for a balance between aesthetics and practicality, responsive HTML email is a better choice for building stronger relationships with recipients and increasing your email marketing success.
