How Does Image Blocking Impact Email Readership?
By Anna Johnson on October 23rd, 2008A heat map study by MarketingSherpa reveals that emails with images DO tend to get somewhat greater attention and time spent on the email… but not significantly. And not necessarily in terms of people actually READING the email…
In its study of email readers MarketingSherpa found that emails with images blocked resulted in more readers reading the entire headline instead of scanning and moving down the email. When images were visible, readers tended to skip past the headline to the image.
According to MarketingSherpa, when images are removed, people tend to spend more time reading. So while images may attract a reader’s attention, they may also be diverting it away from the content of the email.
Just another reminder to be careful with images…
Source: MarketingSherpa, “2009 Email Marketing Benchmark Guide Excerpt”, MarketingSherpa, October 8, 2008
