vital marketing

Another trick in using the alt-text to improve opens for Outlook Autopreview users…. don’t just add alt-text to the top graphic. Add to at least the top two, maybe even the top three. Then you can begin to build a story.

 Think about your subject line and how the story flows if users are seeing just alt-text.

Example:

Subject: Tomorrow–Dec 30– is early bird deadline for VPPAC conference

Alt-text behind banner graphic: The time is NOW to register before the early bird flies the coop

Alt-text behind top left graphic: Deadline is December 30. Don’t miss the savings.

This is much more compelling than simply seeing confusing and irrelvant graphic addresses.

 So use alt-text to tell the story. Remember, a Marketing Sherpa study found 69% of Outlook uers use some kind of preview. Granted, it’s an old study from 2006 but my guess is that how we’re all over-dosing on email, that number is even higher. So use every trick in the book to make your emails relevant and compelling. Alt-text is an easy one to start with.