Email marketing campaigns are essential to any marketing strategy. They are a powerful tool for communicating and building relationships with your clients and prospects. Email can also provide important insights, generate leads and (most importantly) convert to sales. To get the most ROI out of email campaigns, the email design needs to be cohesive with the corporate brand — including the website, advertising campaigns and collateral— to make it resonate with customers. 

Images in email are an important part of its impact. If used incorrectly or too often, images also increase load times on mobile, distort the message, or send an email straight to the junk folder.

Some points to consider:

• A high ratio of images to text may trigger spam filters.

• Many email programs block images by default. Don’t rely exclusively on images or text within images - to present your important content.

• Optimize for image-blocked subscribers. Note that optimizing emails for image blocking increases ROI by 9%

• Always use “alt’ and “title” text behind images to ensure that there is still copy appearing even when your images do not load.