Adventures in Mobile Marketing

Images Off Justification

Why focus on it? I’ve dedicated a lot of bandwidth to the issues of designing for images-off. I was delighted to read today an article by Mark Brownlow- a great round-up – in which he mentions that a MarketingSherpa case study that shows with proper images-off design technique, said company recognized *four times more* revenue.

I did an analysis for one of my clients that reavealed: 11% of the click records were from images-off viewers, from a single email drop. That means: the recipients clicked through, even though they didn’t see the images.* That is a very significant percentage to me- and it was a promotional, weekly message, not an introductory message, which you can guarantee, always has images suppressed. To put it into scope, for that campaign they had a 2% of delivered purchased, so 10% of clicks being non-images was very important to them. Also, 10% represented their Gmail population, 10% represented a significant boost in revenue if they catered more to this target demographic. AOL is a smaller percentage, but this client dedicated serious resources to getting deliverability issues resolved. The most impressive response I got on the “11%” number, though, was from the creative group. Used to publication and prints- as Mark mentions- image heavy content is required. So finding out that the consumers were compelled by offer alone really hit home.

* Question that metric? This is how I did it. Take your clicks records, and re-query the database and find out if they have an open record. If they don’t, this is your non-open clicks, and represents the percentage of your campaign target that opened by only seeing the images-off version of your creative.

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Written on Thursday, 27. March 2008 at 14:11 In the category images off, other_blogs, techniques, webmail. Follow the comments via RSS here: RSS-Feed. Read the Comments. Trackbacks- Trackback on this post. Share on FriendFeed

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  1. Did you mean to link to the Brownlow article in this post?

    Comment: rmfarrell – 28. March 2008 @ 9:56 am

  2. Ah, thanks!

    Comment: banane – 28. March 2008 @ 11:32 am

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