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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.


Thank you for visiting Applied Info Group‘s new industry blog. In this space, we will discuss various topics of interest to our customers and to our industry in general. We hope you will find some of the information we will provide here useful. Please feel free to provide any feedback to us as we launch this latest feature.

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.

Applied Info Group Website

About Applied Info Group

To communicate effectively with today’s customers, marketers need the advanced level email delivery and database solutions offered by Applied Info Group. Our extensive knowledge of direct and email marketing, state-of-the-art technology, and superior service enables you to fully utilize all database assets.

By delivering customized, effective postal and email marketing communications, you improve the efficiency and results of your marketing programs. Our secure web-based reporting, campaign tracking, and advanced query systems allow you to access your data at any time, in real time, helping you to make critical decisions on your time.
May 2019
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