Many times, e-mail marketers attempt to use heavily image-dependent creatives for their e-mail campaigns to try and preserve a very specific style, or simply for ease of design. Some even wish to use an HTML creative that is composed of one image, containing almost no text content.

We advise our clients to use images to supplement their copy, as opposed to replace the copy entirely. Many e-mail clients will block images by default, requiring the recipient to take action to see the images. If your creative is almost entirely image-based, the recipient is going to be presented with nothing but a header and/or footer and some alt tags. It is generally more effective & successful to have more text copy in your HTML, and use your alt tags to explain what is not being seen when the images are turned off. This will give the recipient more incentive to take action and view your full e-mail.

Our experience has also shown that many email filters will measure the image-to-text ratio of your e-mail, and are more likely to classify it as junk email if judged to be too image dependent. Many malicious senders attempt to use images to mask certain keywords that would otherwise raise red flags with these filters, and this ratio test helps to safeguard against this.

If a recipient has already opened your message, based on a compelling subject line or recognition of the branding in your sender name, it would be unfortunate to lose their interest because of some initially disabled images leaving them with nothing to be enticed by. With some careful managing of your image to text ratios, you can make the most out of your image content without relying too heavily on it.

For more information on Applied Info Group’s database and email marketing service capabilities, please contact Mitch Rubin, President of Applied Info Group at (908) 241-7007. Visit to learn more.