- Only 47 percent of respondents say their companies have taken action to design emails with image suppression in mind.
- Those actions ranged from adding alt tags or "click to view" links, to minimizing images above the fold:
- Of the 38 percent that had tested to see whether the changes they made produced results, 32 percent have seen more opens, 32 percent have seen more clickthroughs, and 17 percent have seen more conversions - with 47 percent seeing at least a 10 percent improvement.
- 23 percent of retailers send emails that are completely unintelligible when images are disabled.
- Of the 77 percent that sent intelligible emails, there are significant variations in clarity based on use of HTML text and alt tags, two techniques that can boost effectiveness in image-disabled environments.
- Only 42 percent of retailers designed emails that contained a reasonable mix of HTML text and images, and 63 percent of retailers used alt tags on their images adequately or extensively.
- As a result, the report advises marketers to include more HTML in their emails by including the following:
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