New White Paper Explains the Text-to-Image factor in Email Deliverability

ALAMEDA, Calif. - October 30, 2012 – Goolara, LLC, a hosted and on-premise digital marketing software provider, today announced the release of its latest online publication—Using Text and Images. This white paper examines the effects of too many images on email deliverability and explains some clever techniques for improving the text-to-image ratio in your email. “A good balance between the images and text in a mailing is the key to deliverability,” Philip Thorne, CEO of Goolara, LLC said. “Unfortunately, many email marketers needlessly overlook this in the name of design control.”

Rethinking design

The problem, according to Thorne, comes from email designers who have not been properly trained in the differences between the HTML that is acceptable for websites, and what email requires. “A website and an email are two different things,” Thorne said. “And yet, every day, we see examples of email that has been designed without an understanding of this basic premise. This white paper is part of our effort to address the problem.”

Real world examples

Using Text and Images uses several actual mailings as examples to show how problematic emails could have been designed better. Advanced techniques such as styled alt tags, inline styles, and mosaics are explored, with the pros and cons for each of these techniques. This white paper is a must-read for anyone who designs email. It is available in the Resources section of the Goolara website here.