How to avoid image blocking in emails

One of the most annoying issues for every email marketer is image blocking. Many email clients (such as Outlook and Mozilla Thunderbird) sets as a default option to block all the images contained in a newsletter, in order to avoid the immediate display of the email’s graphics.

Why? Because the images of junk mails often contain a web beacon: a small string of code which notifies the spammer that the recipient email address is valid – as the email has been opened or previewed – and therefore can be bothered again and again. (The URL included in the image is very simple: <img src=”http://server/cgi-bin/program?e=email-address”>).

Thus, blocking images prevents this type of identification: and being set by default, it affects everyone – even those who send legitimate emails.

Therefore, if your DEM has not even a string of pure text (big mistake!) and is simply graphics based, it’ll be showed this way…

One may think: “Oh, well, it’s just one click away to view all.” But sometimes a “click” is not exactly what the user wants to do everytime: and seeing such a piece of crap, he will just probably trash it. (Especially if he’s not very literate on emails).

To avoid this undesirable result, it’s first of all imperative to understand the proper use of your images (also thinking of their effect on the deliverabilty – or, better, deliverenderbility). Basic rule: always put some text on your newsletter, and avoid to express the call to action only graphically.

Always the image speaks about the product than the words mentioned about the product. But in emails while sending to various ids this occupies more space than the words or letters can occupy. Due to this, the download also takes extra time. As far as possible try and avoid images. Check this link right here now.

But there’s more.

Recently Email on Acid – a company specialized in email testing and previews – launched Mozify: an interesting tool that allows you to get around the problem. The concept is simple: Mozify converts your images into a HTML mosaic.

That is, this type of transformation: the resolution is inevitably low and pixelated, but at least – being text and not an actual image – should be displayed by the majority of clients. (And anyway, users can always download the original image).

According to preliminary statistics elaborated by the company, 78% of recipients will see the mosaic and the remaining will get the usual image blocking. In any case, a good result.

A practical example? This is a graphic newsletter viewed without Mozify:

 

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