Lately, I’ve been seeing a dip in click rates across our campaigns, so I ran a/b text comparing image-heavy email vs text-style email.
The result were pretty clear - the text-based version significantly outperformed the image-based one. this makes me wonder if there might be a deliverability issue with the image-heavy emails.
Has anyone else experience something similar? How can i improve image email performance?
Hi
In general, it’s a best practice to include a mixture of text and images in your emails, as inbox providers are sometimes suspicious of image-only emails. Spam emails are often very image-heavy, so inboxes might sometimes think that these emails are spam, for this reason, and send them to the spam folder, or add a warning to the email letting the recipient know to be careful with links. Along with this, some people/inboxes have settings in place that don’t automatically download the images in an email. When you send these people image-heavy emails, they likely won’t click, as the majority of the email doesn’t render in their inbox.
A way to mitigate this issue is to ensure that all your images have alt text, which makes inboxes more likely to display them. Additionally, if you haven’t yet set up dedicated click tracking, our help article explains what this is and how to do this. Dedicated click tracking allows your domain to show when somebody hovers over your links in an email, rather than the default Klaviyo click tracking domain. When your domain shows upon hovering over a link, people are more likely to recognize and click it.
Let me know if the above helps, or if I can answer any additional questions about this!
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