A lot has been written on the importance of designing for images off, but the example email below really highlights the missed opportunities that many marketers face when they fail to design properly. This email from audible.com (my favorite audio book store) has both good and bad execution of image use.

On the good side, the brand name is mentioned on the first line in text (and hyperlinked) so with images turned off, I immediately recognize the sender. Image shots of book covers are small, and they add to the product descriptions while also being clickable which makes them subtle calls to action. This email creates the feeling you can read it, without images, and not miss anything important. (click on the picture below to view the email with "images on").

Images should support copy, not replace copy

Unfortunately, several of Audible’s advertisements were created as single images, which means that they go invisible when images are blocked. Here are three of the missing ads:

What really sticks out to me is that most of the copy in all three of these images could have been HTML text. Headlines, body copy, calls to action could all have been removed from these images. Just as was done with the small book covers above, the main visual elements could have been created with color, backgrounds, and single small images. This way, if the images were turned off, you could still read the majority of the ad which hopefully compels you to buy another audio book.

I know what you’re thinking, if the reader recognized audible.com as sending an email they wanted to read, why wouldn’t they just turn the images on? It is possible that some readers did turn images on, but it is also possible that many didn’t bother. Take a good look at the email without images enabled again. Because over half of the message is readable without images, it creates the false impression that you are not missing anything when you don’t turn on images.

Another critical element missing in this email was a Web version link, making it easy for the reader to see the properly rendered email. On the bright side, I used the feedback link at the bottom of the email to share my comments. I’ll post a follow up if they answer me.

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