HTML email versus ‘one big graphic’
Everyone will tell you, you shouldn’t send out a purely graphics based email campaign. Graphics aren’t loaded by default in email clients so most people just click away or delete your email without ever even seeing your message.
Or do they?
We recently tested this theory by going against the grain and sending out an email campaign that was made up of just one large graphic. The design was based on a recent press advertisement. It was simple and visually striking. The call to action was a telephone number and the whole graphic was a link to the website.
And guess what?
Over a third more people opened the campaign than ever before and we had 300% more sales interest than any of our previous campaigns. So it just goes to show you shouldn’t always just believe what you’re told. Sometimes it pays to break the rules.