Twitter
Facebook
Linked In
RSS
Login or Register
New to InternetRetailing?
Register Now
Internet Retailing
Site Menu
More
User Menu
More
Amplience
Mention Me
ProSKU
IRUK Top500 The Customer Report: 2018

IRUK Top500 The Customer Report: 2018

You are in: > Home > Research > IRUK

This is your 1 complimentary article for this month

Become a member for unlimited and immediate access.


Register
Already a member? Log in here

Retailers shun images for text in marketing emails

Linked InTwitterFacebookeCard

UK retailers tend to prefer text to images in marketing emails, according to new research.

 

The analysis of 126,652 emails sent by IRUK Top500 retailers, compiled by Beetle for InternetRetailing, found that the average email featured 0.17 images for every word of text.

 

The average word count for the emails analysed was 217. The most word-heavy emails were newsletters from forbiddenplanet.com, which sent one email in 2017 with 7214 words.

 

The most image-heavy email was sent by ernestjones.co.uk, featuring 27 images and no text. Emails from Karenmillen.com, novatech.co.uk and pepejeans.com also had relatively high numbers of images.

 

“Retailers should always be mindful of how email service providers will interpret their emails,” said Chris Cheshire, founder at beetle.email. “Emails with little or no words relative to the number of images are often considered spam.

 

“One of the reasons for this is the email provider’s spam program won’t be able to form a decent idea of what your email is about, and will err on the side of caution and just send it straight to the spam folder.

 

“In the past, it was recommended to send emails with no images whatsoever, to make absolutely sure that all spam filters see your email in the best light possible, and this is still considered the absolute best way of hitting your users’ inboxes. However, nowadays with email marketing being more prevalent than ever, you will see a good inbox delivery rate by adhering to the 80/20 rule.

 

“If you want to include images in your emails, try to make sure at least 80 percent of your email is text to ensure the best delivery rates.”

 

The same analysis also found that UK retailers prefer to send marketing emails at the beginning of the month rather than the end and in the morning rather than afternoon.

 

Linked InTwitterFacebookeCard

Become a Member

Create your own public-facing profile
Gain access to all Top500 research
Personalise your experience on IR.net
Internet Retailing
We are the magazine, portal and research source for European ecommerce and multichannel retail, hosting the board-level conversation for retailers, pureplays and brands across all of our platforms. Join the conversation.

© InternetRetailing Media

Latest Tweet

Internet Retailing
Tamebay
eDelivery
Twitter
Facebook
Linked In
Youtube
RSS
RSS
Youtube
Google
Linked In
Facebook
Twitter