1. Optimizing images
in your e-mail
Jordie van Rijn- Email day at your desk
Oktober 2011

2. Independent E-mail Marketing consultant
Trainer & Speaker
www.emailmonday.com
www.emailvendorselection.com
Twitter: @jvanrijn
Mail: jvrijn@emailmonday.com
Jordie van Rijn
jvrijn@emailmonday.com

3. Today
Resources
What are your images?
What images to test?
Optimization design
Dynamic images & test case
Free stuff
jvrijn@emailmonday.com

4. Bang for Buck
Put your resources
to work!
© Emailmonday, Reproduction prohibited before previous consent
jvrijn@emailmonday.com

5. What are your images?
jvrijn@emailmonday.com

6. What are your images?
jvrijn@emailmonday.com

7. Alt texts
Use of Alt-texts in dutch Travel sector 2011
Yes: 32%
No: 68%
 Always check with images off
 Keep alt texts short
 Use them as a CTA
jvrijn@emailmonday.com

8. What are your images?
Logo Navigation
Header
Caption
Hero shot
Button
Products
Banner
Social buttons
jvrijn@emailmonday.com

9. Typical testing
Higher Conversion
Change Offers
Other Call to Actions
Change Productimages
Send with different
productimages
Use best productimages
Re-test
jvrijn@emailmonday.com

10. Optimization Design
 Set Goals
 Form a theory
 Create the message
 Run the test
 Make improvements
 Re-test
jvrijn@emailmonday.com

11. jvrijn@emailmonday.com

12. Optimization Design
Focus your
theories here
Re- usability
Potention for Impact
jvrijn@emailmonday.com

13. What to test?
 Buttons & CTAs
 Offers
 Navigation
 Product images
 Image vs clean
Go where the action and the attention is.
jvrijn@emailmonday.com

14. Heatmaps and predicted attention
 Clicks don’t say everything
 You cant click what you don’t see
 Big before small
 Warm colors before cold
 People before products
 Human faces; eyes cannot be ignored
Strong:
 Curves, lines and action indicators
 Moving pictures
 Skin texture
Pictures: attentionwizard.com / eyetools.com
jvrijn@emailmonday.com

15. 1 2
3
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16. How dynamic image testing works
A
Winner!
A/B/C
B
C
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17. Our test
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18. Place your bets
Here are our three offer candidates. Which one is best?
Germany Portugal Italy
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19. We have a Winner!
5%
4%
Click-through rate
3%
2%
1%
0%
6028 unique views 38.590 unique views
jvrijn@emailmonday.com

20. Sweet Tips
 Go for high contrasting links and buttons
 Add click indicators
 Wording counts
 Watch out with hero shots and people
 Often less is more
jvrijn@emailmonday.com

21. Thank you for your attention
Free stuff:
Get testing! with the Why-paper
http://www.emailtestbox.com/whitepaper
Your first test free coupon
Mail me: jvrijn@emailmonday.com
Jordie van Rijn
Any questions:
www.emailmonday.com
jvrijn@emailmonday.com