Adventures in Mobile Marketing

Images Off: Case Study, Macy’s

The issues here are:
- It’s not a good idea to repeat the same alt-tag for each image. The user can see each of these repetitions, so it looks clumsy and ill-planned. Each image should be a different message and incentive to motivate the user to load images, as well as basically describe the image.
- Because of the messaging in the alt-text, which is essentially the subject line, they didn’t take this opportunity to leverage adwords, thus the SEO is off the mark. When loaded in Gmail, the ads are largely irrelevant. (See ads to the right here) Macy’s loses the extra acreage they could have controlled.
- This message is 100% image. I know retailers like to do heavy image emails, but I’m wondering if they know how this effects deliverability? Including more text messages and integrating that into the entire design of the email increases the chances of deliverability, as well as making the email more coherent to users that have images suppressed.

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Written on Tuesday, 13. November 2007 at 14:20 In the category SEO, images off. Follow the comments via RSS here: RSS-Feed. Read the Comments. Trackbacks- Trackback on this post. Share on FriendFeed

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1 Comment »

  1. [...] with images-off. That means, without images loaded, the email is blank (See two case studies here and here.) These are smart marketers with otherwise advanced internal systems and resources, so why [...]

    Pingback: Adventures in Email Marketing » Rich Image Emails and Images-Off Compliance: It’s Possible. | – 26. November 2007 @ 2:51 pm

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