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Today is a day I paused for a moment and felt joy.
It’s easy to get caught up in our daily lives. Take a moment and consider that in a shared world, not everyone has the luxury of equal treatment. It is 2015 and it is easy to be cynical about the slow march of progress.
And then one day, something changes. On a day like today. This battle for equal rights has spanned decades and took immense courage. Movable Ink is proud to celebrate this rainbow-colored day with our brothers and sisters in the LGBT community.
“The arc of the moral universe is long, but it bends towards justice.” – Martin Luther King Jr.
It’s well established that visual content is often much more appealing and effective than plain text when it comes to engagement and conversions across all customer touch points and marketing channels.
This holds true for products on eCommerce sites, social media posts, content marketing and email campaigns.
For example, research has shown:
– 60% of consumers are more likely to consider or contact a business when an image shows up in local search results
– 67% of eCommerce consumers say the quality of a product image is “very important” in selecting and purchasing a product
– The engagement rate on Facebook for posts with photos is 37% higher than text-only posts
But how can email marketers add context to the equation to further increase customer engagement and conversions?
This is the question I’ll be covering at the upcoming LDV Vision Summit on May 20.
UPDATE: Since this post was originally published, real-time content and re-open tracking have returned to Gmail. Learn more in our latest post on how Gmail handles images.
If you’ve been an email marketer (or user) long enough, you might remember a time when you didn’t have to “click here to display images” in order to see images inside of an email. Several large email services began suppressing images by default in the mid 2000s as part of their efforts to protect users from the rampant, uncontrollable messaging abuse that was taking place back then.
Images in email were a primary mechanism for not only confirming live email addresses to spammers, but also for delivering fraudulent phishing emails and dropping viruses and other types of malicious code on users’ desktops. Anti-spam technology has come a long way since those dark days, and today most consumers rarely, if ever, see unwanted and harmful messages in their inbox.
Last Thursday, December 12, Google’s Gmail email service clarified the reasoning behind its recent image handling changes and announced that going forward, all images will be displayed by default in the Gmail inbox. Gmail openers will now immediately see your email with on-brand creative, offers, and clear calls to action. If you are using agile email marketing technology to personalize emails at the moment of open, then you’ve just been given a much greater opportunity to make the sale.
Auto-enabled images provide a better consumer email experience, and are an opportunity for marketers to present more relevant offers. The majority of what Movable Ink offers still works on Gmail (web crops, countdown timers, creative optimization, video) while others (geo-targeting, weather targeting) will work when passing in the location data you have on file. Device targeting is the one real lost opportunity on Gmail, although if Gmail continues to innovate and decides to support media queries, this could change.
Auto-enabling images will give agile email marketers a better opportunity to deliver creative, memorable, and engaging campaigns that stand out in the inbox, and in turn drive increased customer loyalty and conversions. The increase in the number of opens we can expect to see at Gmail is a net positive and, in the long run, a win for both marketers and their customers.