When I create a marketing email, I make a point of combining text and images. One reason this should be a standard practice is to decrease your SPAM rating.
Email clients have become very intelligent over the past several years and have been trained to filter out messages containing particular words. However, spammers stepped up to the challenge by omitting those words from the email and instead, embed them as an image.
Because spammers started relying on images rather than text, email clients increased the SPAM rating on emails containing a large percentage of images. So the higher percentage of images you include in an e-blast, the greater chance it will be marked as SPAM and never read.
Additionally, relying on an image versus text can be risky because if the image does not show up correctly, or your audience is viewing as text only, they will not get your message and will likely unsubscribe.
The below image is a screen shot of an e-blast I received today that relied on images to provide the message:
As you can see, there is no message, only an apology and a frown face, which doesn’t do me or any viewer any good. Wait, I just received this message, why isn’t the image available and why is it referred to as a page? This makes me question their planning. If this was a scheduled email marketing message, they should have tested prior to sending to ensure all links were working correctly.
Their biggest saving grace in such a situation is the message at the top that reads “This message contains graphics. If you do not see the graphics, click here to view.” This allows the viewer to see the intended message, but should not be relied upon for the viewer to click the link to see the message.
To ensure your customers get the message you are intending for them to receive, make sure your e-blast is mostly text with minimal effective images added where necessary. Viewers prefer images over text, but as far as email deliverability a primarily text message will get your e-blast in their inbox.