Thats why you shouldnt hire a developer to do every email you send out. Lots of email service companies (ESPs) use templating systems, so hire a developer to construct your business a customized template system. If your ESP does not have that, you can have a developer develop partials and snippets in Litmus Builder and then utilize Drag-and-Drop and Visual Editor functionality to create the email in Litmus.
Harder to createOr are they? This is among those cons that I speak with a lot of companies. We do not have a designer so we cant do live emails. As explained above, many ESPs have templates and modular building services. And if your ESP does not, Litmus has a Visual Editor and the Litmus Community has lots of templates and snippets that you can utilize to build your own e-mails. We even have a modular template and bits to get you began.
Style isnt similar throughout all email clientsWell no, most e-mails are not identical throughout all e-mail clients. If you have a developer and great deals of time, you can probably get pretty close. However do you truly require your e-mails to be similar throughout all email customers? Yes, the colors need to be the very same, however having rounded corners on your buttons, having a slightly various font, or having the design be the exact same on a smaller screen are not issues that are going to affect your customers experiences as much as unreadable text would be.
Those are simply a broad introduction of the downsides. If you need more persuading (or your client does), Magan goes far more extensive with why you should not send out all-image emails.
Whats so great about live emails?
Youve been sending out all-image e-mails for your entire e-mail marketing profession and have been hearing the “dont send out all-image emails” refrain over and over, however youve had nothing however success? Thats great. However can I just let you know a few of the amazing things about live emails?
The concept of e-mail marketing was born in 1978, however it wasnt up until the 1990s that HTML e-mail ended up being a thing. In the early world of e-mail marketing, e-mail SPAM was a common inconvenience and e-mail customers utilized lots of different filters to help obstruct SPAM.
As email marketing has actually developed, so have SPAM filters. Nowadays an all-image email wont always get you marked as SPAM, but simply since you can develop all-image e-mails does not imply you should.
I think its time to have a truthful discussion about all-image emails to resolve the reasons for and against them. And while were at it, well take an appearance at how easy it can be to transform some all-image e-mails into live text e-mails.
Lets examine all-image emails.
” What do you imply, there are pros to all-image e-mails ?!” you ask. Well, there are. All-image e-mails are not the e-mail faux paw that they utilized to be. In fact, altering things up and sending an all-image email when you typically send out live text emails may increase your engagement. Anything new is most likely going to trigger your subscribers to perk up. But there are other things that make all-image emails the preferred choice for some companies.
Simpler to updateAll-image emails are a discomfort to upgrade. You have to upgrade the image, re-save it, re-upload it, and after that add it to your email. And youve probably got some approvals in there. With a live e-mail, its an easy matter to update a misspelled word or an incorrect date. All you need to do is find the mistake and fix it. No need to go all the way back to the -literal- drawing board.
Better customer experienceWith a live e-mail, the copy will be resized for subscribers with higher resolution screens, the text doesnt wind up very small on mobile devices, and in Dark Mode you have some control over how the colors invert. And even if your customers have images off for some factor, the email content and CTAs will still be viewable.
Our own Magan Le asked me my thoughts on all-image emails and, honestly, Im not as anti-image-only emails as I used to be. I still do not think you can offer a great e-mail experience for everyone with an all-image email.
Poor accessibilityAll image e-mails are not as available as live text emails. And there are some companies that do all-image emails with truly excellent ALT text. Those are just a few of the problems that live text emails can deal with much better than all-image emails.
Poor user experienceEven for customers who have their images made it possible for, all-image emails can be an even worse user experience than a live text e-mail. Utilizing large uncompressed images may eat up your customers data if theyre examining their emails while reading on mobile.
Missing out on or lost calls to action (CTAs) With all-image e-mails, any customers who have their images turned off will lose any CTAs that are in your image. Not to point out– whatever else you might have in your e-mail.
Keeping brand name stylesIf youre working for a brand that is very specific about their brand name styles being utilized, then all-image emails are probably the method to go. You can ensure the font styles are appropriate everywhere. And you can ensure any brand styles are kept throughout all email clients. With all-image emails, you do not need to stress over the email breaking as much as you would with a live text e-mail.
Aesthetically impactfulIm not a huge believer in this personally, as I believe you can make aesthetically impactful e-mails without resorting to all-image emails. There are some things you simply can not do everywhere with a live text e-mail (though not much if youve got a great e-mail developer). ReallyGoodEmails is full of some incredible e-mail inspiration and a large portion of it is all-image emails since, honestly, theyre really nice looking.
CheaperSome people would argue that all-image e-mails are cheaper due to the fact that you dont need to pay a developer and a designer. Its a quick and easy way to send a stunning e-mail to your customers.
Converting all-image e-mails.
Now we get to the enjoyable part. Converting those beautiful all-image e-mails into live text. Theres a number of techniques you can use to ensure that your email will still be as eye-catching and amazing as an all-image email.
One of the most common factors for doing an all-image email is that having intriguing backgrounds that arent simply white or a strong color produces a more aesthetically fascinating email. You do not have to utilize a solid color as your background in your email.
Theres a huge distinction in between an e-mail coded with a background image and an e-mail coded as only an image. If youre using a background image, all of the text is still visible even when images are off so the customer can still click the preliminary call to action, as well as get an idea of what the email is about and who its from:
I greatly choose Annes variation, mostly because of the felines, however likewise because of the increased ease of access on mobile and in Dark Mode. The text isnt trapped in an image so instead of shrinking it remains readable. The Dark Mode version is actually dark and wont be a blindingly intense light if Im looking at it in a dark room, additionally, anybody who has their phone set on Dark Mode to decrease eye strain, will not be challenged with the light mode that they were trying to avoid
And for the all-image conversion … [drum roll, please] Tada! When the images are turned off (other than the charming kittycats), absolutely nothing is lost. Customers can still do something about it and, most notably: They can still read your message.
Including web fonts with fascinating alternatives is one of the quickest ways to help make your email stick out when youre not counting on images for your e-mail. Theyre easy to add as soon as and after that carry out across your whole e-mail design system. And as soon as your email templates are established with the web font styles, even non-coders can benefit from them if youre using a templated system.
Styled ALT text.
By styling the ALT text you are able to have the email retain some of the method it looks even with images off. We use styled ALT text here at Litmus to keep a rough variation of our logo, however you might likewise utilize this on those image-based buttons to make them stick out if you need to produce all-image e-mails. You can style ALT text by adding CSS to the image tag and you can change background colors and many elements of the font style for the ALT text. It isnt supported all over, however head over to our Ultimate Guide to Styled ALT Text to see where it is supported and how to do it.
Images, empty table cells, and styled horizontal rules as style components.
You do not need to have the whole image to produce fascinating elements. Sometimes simply using parts of the image to complete it off and combining that with table cells can be utilized to produce visual interest.
To develop rounded corners that show up in all email customers, I will include pictures of rounded corners to the tops and bottoms of containers. You can do similar things to create angles or shapes as transitions in between sections of your email. Instead of producing the entire shape with an image, use background colors for the part with text and then include an image on top or bottom of an area to make it stand out.
You can likewise style your horizontal guidelines to produce intriguing transitions or dividers between areas. We use basic styles in Litmus to create a line, but there are great deals of different techniques you can try to produce fascinating dividers with simply a horizontal guideline. (Let us know how it goes!).
We also have a vibrant divider that we utilize to separate material. This is done completely with background colors and table cells:.
From our Litmus Live Early Bird e-mail.
Get creative with your code and see what you can do without images!
This is my most significant pet peeve about all-image e-mails. If they cant see them, calls to actions that are image-based are hard for your customers to take action on. If whatever else is too tough to implement, please, at least start utilizing live text buttons for your calls to action.
These are 2 different e-mails, one that utilizes a live-text button and the other is an all-image email with the button in one of the images. The email on the left is much more actionable than the e-mail on the
Email with webfont made it possible for and images on.
Email with fallback displayed and images off
Email with background images carried out and images turned on (Source: Really Good Emails).
Email with background images implemented and images switched off
Annes live-text version:.
Hero piece is developed with all images– images switched on (Source: Really Good Emails).
Hero piece is created with all images– images turned off
Instead of an e-mail where an image is utilized to create a background image result. In this case, the initial CTA is lost (as is the business and the logo design name). The e-mail is not as impactful and, though the “best sellers” area is actionable and still noticeable, the point of the email– saving money on organizational packages– is lost:.
If your argument for utilizing all-image e-mails is that you do not get many clicks without opens, so you should not have a large audience with images off, take a look at what your CTAs look like with images off. If they didnt know what they were clicking on, not many people would click through.
There are several different methods to create live-text buttons, so make sure to utilize a technique that works for your audience and, as constantly: Test, test, test!
Transforming those all-image emails.
I connected to some fellow email developers to help me show you how some of these techniques can be utilized to transform all-image emails into live text. Youll discover that converting these emails to live text didnt just enhance the variation of the email with images off, it also enhanced the mobile and the Dark Mode variation of the e-mail.
Swell email conversion.
Anne K. Tomlin is the creator of Emails Y all. A skilled coder who knows the ins and outs of email quirks, she was everything about revealing off the distinction live-text can make in an email.
In her own words: All image e-mails dont get your message to individuals who have images blocked by default and anyone using a screen reader or digital assistant (Siri, Alexa, etc). View this e-mail in your web browser. That subscriber might look at it as you are sending them nothing at all, so they should just unsubscribe.
Coding background images isnt the most convenient thing, but we have a blog site post to assist you with that. If you have design templates set up with background images in Litmus, you can change out the background images in Visual Editor without even touching the code. Make certain the image sizes match the image that youre changing and that you have actually compressed the image that you are using so it isnt too large.
Balanced out images and text.
Anything that breaks away from the expected or the regular tends to draw our eye and you can see examples of this all over, including in email.
The computer window is placed between the image on top and the lower black background for the headline in this e-mail from Format (Source: Really Good Emails).
The above example has the image offset, which you can quickly do as a whole image, however what if you want to balance out a block of text? Well, you have a number of choices. You might offset it by simply a little so that the text isnt actually offset, you simply make it appear that the element is balanced out such as in this email:.
Source: Really Good Emails.
Here the top of the e-mail is offset, but as you can see its just a bit of blue thats in fact in the white part, theres no text or images. In this case, the real material of your email isnt balanced out, however it appears to be.
The other choice is to have everything balanced out like in this email:.
Source: my inbox.
This email has the whole callout section offset in a block over an image. This is easy to do online with absolute positioning, but as that isnt supported all over in e-mail it becomes a little trickier. There are 2 various techniques that Im aware of. If you have more, let us understand in the remarks!
First, there is Faux Absolute Positioning. Steven Sayo and Mark Robbins have actually written some great detailed guides to discover how to do this strategy. Steven and Mark provide fallbacks to make it work in Outlook and, from my minimal experience with it, it has quite good assistance.
You can also create this effect by slicing images and positioning them around the element you want to offset if you arent that comfy with code. A bit messier, but it works. You do need to make sure to test, test, test as there is a higher probability of something going wrong and an image not lining up correctly.
Im a fan of the faux absolute positioning because it allows emails to have that significant offset while keeping the email live text and not having to worry about lining up chopped images, however either method will work.
Webfonts & & live text.
Maintaining brand name requirements is another huge factor for utilizing all-image emails, since you just cant get typefaces to reveal up everywhere. Motivate your company or your clients to look into having a basic fallback font in your brand standards so that you can make sure your message gets throughout in all e-mail clients.
Samsung keeps it fascinating by using Trebuchet MS as the fallback typeface for their headings. Not rather the Samsung One brand typeface, however still more interesting and appealing than Helvetica, Arial, ALT text, or absolutely nothing:.
See how Anne does it
* All emails for conversion were pulled from my inbox.
Make your e-mails shine no matter the situations.
Something Ive found out from my years in e-mail is that subscribers will constantly do the unanticipated. Whether that be exploring emails rather of utilizing folders, or opening an e-mail in an internet browser on their phone, you dont know how people are going to experience your email. So do your best to make sure they offer your subscribers an ideal experience no matter where theyre opening your e-mail.
See how Carin does it.
I had to make a compromise in that it doesnt look ideal in Dark Mode on Outlook 365 desktop customers on Windows, so that d be something that may or may not be essential depending on where Magic Spoons subscribers open their emails. And as I was working from an all-image email and not the design file, I wasnt able to develop a Dark Mode or mobile version of the GIF, both of which I would have asked for so that they could be switched out if I was working with the original files.
Carins live-text variation:.
For the all-image variation, I utilized elegant ALT text to maintain some form for the logo and the tagline in the footer, so the e-mail looks comparable to the image version when images are shut off. The live-text version, again, is much more aesthetically compelling, actionable, and appealing than the all-image variation
Magic Spoon e-mail conversion.
Carin Slater is the Email Marketing Specialist and the e-mail designer behind all of Litmus e-mails. Wait, thats me! Well, you know my stance on all image emails.
I love Magic Spoon e-mails (and Magic Spoon cereal too, so yummy: drool emoji:-RRB- but Im always sad when they concern my inbox as all-image emails. Theyre generally respectable with consisting of the image text as ALT text so that you can still understand whats going on in the e-mail if there are no images, however this email wasnt as descriptive or inclusive as other emails theyve sent out. I believed I d tackle this one as theres a GIF button which is really enjoyable and may appear difficult to do without utilizing images.
In the early world of e-mail marketing, email SPAM was a typical inconvenience and e-mail customers utilized numerous different filters to assist obstruct SPAM. Style isnt identical across all email clientsWell no, most emails are not similar across all email customers. Carin Slater is the Email Marketing Specialist and the e-mail developer behind all of Litmus e-mails. Theyre usually pretty good with consisting of the image text as ALT text so that you can still know whats going on in the e-mail if there are no images, however this email wasnt as inclusive or descriptive as other emails theyve sent out. Whether that be browsing through emails instead of using folders, or opening an email in a web browser on their phone, you do not understand how individuals are going to experience your e-mail.