This is how the email announcing Marcus Buckingham’s upcoming LA workshops appeared in my Thunderbird email client with “Message View” turned on. Actually, this is how his email announcement didn’t appear…
This is what his message looks like with images enabled. A little more compelling, don’t you think?
The point is that if you’re relying heavily on images to sell the content of your email communications, your customers may be missing the point because your images, and their message, are missing. Don’t assume that your subject line will be so compelling that your email innundated, overly multi-tasked audience is going to press the little button that allows them to view images. If they’re struggling to process the 150 critical messages that are crowding their inbox, they may just filter you out. In other words out-of-site (images … and message) = out-of-mind!
What to do…
Use the image alt tag to create a text description of the image and message. This will show up even if images are off (although I understand that the latest edition of Microsoft Office may block this tag). Better yet, make sure that you’ve got strong content visible outside of your message. This advert actually has text attached but, unfortunately, the image takes up so much screen real estate that you have to scroll to get to it. While many will – after all, Marcus Buckingham is pretty well known – but the question is: How many won’t? Or don’t? And does your organization have the brand appeal of a Marcus Buckingham to motivate action in an overstressed reader population? Few do…
So get smart, make sure you give your compelling email messages the opportunity to compel!
