In my work with Balance Technology Group, I often consult with clients on e-mail strategy. A common desire is to make the e-mails look like the client website.
While I agree with the concept of branding all communication efforts to look consistent, in the case of e-mail as a medium, it is absolutely critical that the message be able to stand on its own-without graphics.
The reasons for this are many. To list some:
- More and more e-mail clients default to blocking images to improve download times
- Many users block images so messages are quicker to load
- Many e-mail users scan e-mails with a preview pane that does not show images
- Users scan messages and if your content is way down below a lot of header images they will never get that far.
A recent study offers data to support this advice. Get all the details in a report from mediapost.com.