First of all, if you are sending out newsletters, congratulations! We find that many clients, especially new ones, do not consider the benefit of having an email list and communicating with their subscribers. This is invaluable! More on that in another post.
Today’s post will discuss a practice some deploy without realizing the dangers, and that is: sending image-only newsletters.
What is an Image Only Newsletter?
An image-only newsletter is a type of email newsletter that relies primarily or exclusively on images to convey its content, as opposed to using a combination of images and text. Instead of featuring lengthy written articles, it typically includes visually appealing graphics, photos, illustrations, and other visual elements to communicate information.
Don’t be mistaken, an image-only newsletter may appear to have text, but the text may be a graphic if you can’t copy & paste the text, or highlight the text. This is because technically it’s not text; it’s part of an image.
Reasons Not to Send Image Only Newsletters
Sending an image-only newsletter might seem like a visually appealing idea, but there are several reasons to reconsider:
- Accessibility: Not everyone can see images. People with visual impairments may use screen readers, which rely on text content. An image-only newsletter would exclude them from accessing your information.
- Email Filters: Some email providers may filter out or mark as spam newsletters that contain only images. This can negatively impact your email deliverability and reach. On a similar note, some email clients may block images by default, requiring users to manually enable them, which can impact the effectiveness of the newsletter’s message.
- Mobile Data: Users on mobile devices, especially those with limited data plans, may be reluctant to load image-heavy emails. Text-based content tends to load faster and is more data-friendly.
- Search Engine Optimization (SEO): Search engines rely on text to understand and index content. A text-only newsletter is more likely to be recognized and ranked by search engines, potentially improving your online visibility.
- Subscriber Engagement: Text allows for quick scanning and easy consumption of information. People might lose interest if they have to download and view images to understand the content of your newsletter.
- Cross-Platform Compatibility: Some email clients or devices may not display images by default for security reasons. Your message could be missed entirely if it relies solely on visual elements.
- Bandwidth Concerns: In regions with slower internet connections or limited bandwidth, image-heavy emails may take longer to load or may not load at all, resulting in a poor user experience.
- Tracking and Analytics: Text-based emails are easier to track, providing valuable insights into user engagement. With image-only newsletters, tracking options may be limited, making it challenging to assess the effectiveness of your campaigns.
By incorporating both text and images in your newsletters, you can strike a balance between visual appeal and accessibility, ensuring a better overall experience for your subscribers.
