A hot topic among marketers is whether or not to include graphics in emails. The deliverability challenges may cause some marketers to dissuade dealerships from using them.
But Blue Gorilla Digital isn’t like most marketers. Because they know the truth. And that is:
Email Images Sell Products and Services.
When the Blue Gorilla Design team crafts an email template for a dealership, they don’t approach it like a print mailer- because an email doesn’t have the same flexibility of design.
A recipient must “navigate” an email communication. A print piece doesn’t ask the reader to click through, download or insert email addresses. And many times, the only thing the email reader sees is the first preview pane (which is roughly less than 2 inches of a horizontally-aligned space) so it makes sense that it won’t look like a catalog or print mailer.
But it still needs to look good. And in most cases, having a graphic helps it look great!
An electronic mail template must follow a certain set of coding rules and be conscious of the pitfalls it could land in.
That’s why you need experts in digital marketing when you are creating email campaigns.
Don’t assume the same wonderful copywriter who creates your traditional catalogs or postcard campaigns knows the proper html texts, syntax and image requirements your email will need to adhere to. If you have ever received an email that showed a big white space and no text- you understand what a waste that was. It also didn’t make the sender look very capable. Would you hand over 30k dollars to a company who claims they have the best cars, but isn’t smart enough to send you an email you can open? Just a thought. You don’t want to be that dealer.
Blue Gorilla Digital won’t let you send out emails that can’t be opened because of images. For one, they understand the importance of ALT text (the coded HTML coded text that will show up if your image is not there and Titled text ( hover text that appears when a user passes their mouse over an image).
And here’s why you need that- Because at least half of your subscribers and users may not see your image files. So incorporating strong alternative pieces of text that describes the image means you didn’t waste your space in the email template. It is critical to have so you can still convey your important message…even if the image didn’t load.
Because that’s the thing to remember: Not all ESPs (Email Service Providers) will display your email images.
Prior to December 2013, Gmail used to default to turning off email images when sending emails. Gmail said it “did this to protect you from unknown senders who might try to use images to compromise the security of your computer or mobile device.” Until then, it had been up to the end-user to proactively download the images in order to see them.
Some people may still believe that Gmail is set up this way. It’s not.
In their official Gmail blog, they stated that “no longer would you need to worry about pressing that pesky display images below link because now you can see all images displayed automatically across desktop, iOS and Android. ”
That’s great news for advertisers. But only if the person doesn’t have their email image blocking turned on.
Wait a minute. I thought you just said that images are what sells!
We did, and it’s been proven. Because when comparing open rates from before Gmail implemented the block on images to now, one can determine that the automatic image downloads give the sender a clear advantage.
Simply put, the emails with graphics are being opened more. Some stats showed increased open rates of more than 27%.
Shakespeare today would probably say, “to open or not to open?”
And if he was asking what is influencing their decision, Blue Gorilla would say a great graphic or lack thereof. Because the decision is made ultra-fast.
“In the majority of cases, subscribers will scan your email for less than two seconds before they decide if they want to bother reading it.”
And emails with a graphic and text incorporated into the email template header ( typically about 700 pixels across and no more than 75 pixels in height) in the top two inches of your email will produce a much higher open rate than if you do not have a graphic.
There are many tips of the trade that a good email marketer knows (like 30% is all you should use for available space for images). A good design team like Blue Gorilla Design can use even less and still make email images effective. But 30% means you used enough space to entice readers with your image, but won’t be in danger of ending up in their spam folders because of bulky file sizes.
For more great tips and advice on how to incorporate an effective email campaign into your dealership’s marketing strategy, contact Blue Gorilla Design today.