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Often, I work with companies, who have in-house designers. All designers are amazing from my experience. However, I see the common mistakes among all of them. All emails they design are image heavy. It is not their fault, because we all specialize in different areas. Their job is to create appealing design, and my job as email consultant – to work with them, so the email structure is setup correctly for deliverability and readability reasons.

In this article, I would like to cover three major ecommerce email template mistakes, which could be easily fixed.

Mistake #1 – With And Without Image View

Have you ever considered to view your email with tall images hidden? For example, you have nicely designed template with five images in your email. You send it to your subscribers, and some of them have disabled images in their inbox. How will your email look like in their inbox?

Let’s take this email from MeMoi brand. On the left side, you can see the email, where the images are disabled, and on the right side – the same email with images. The design is very attractive. However, if I have images disabled on my gmail account, I miss the message and the offer.

Designing emails, you always need to think how it will look without images. So how this brand can fix it? They should brake down their template in blocks. Those blocks should consist of image blocks and text blocks. Everything under #1 should be text blocks, and everything under #2 – image block.

The big taboo is when you design the whole email template in photoshop or illustrator, export it as one image, and send it to your subscriber. If clients disabled images in their email, they will receive an empty email from you, which means – they either unsubscribe or report spam. It is the same thing as receiving a phone call and hearing the silence on the other end.

Here is the great example from Cubcoats of the email with no images.  

The same email with images looks like this. It is very cool and nicely designed email. However, it is useless if the receiver has images disabled.

Mistake #2 – The Content

Another important point is the continuation of the message without images. In the example above, the receiver will be able to read the words, but they won’t make sense in the context. The idea of the email is to either educate or to sell. If your message is not clear without the images, it will lose the receiver’s attention, or confuse them, which will lower the likelihood of them taking action.

The great example of doing great job of email content with and without images is given by Tony Robbins’ team. Let’s review their email with and without images.

On the left side, you can see the email without the image, and on the right side – the same email with the image.

As you can see, the content of the email does not change. It is the same. Yes, the email with image is more eye appealing, but the content is the same.

Mistake #3 – Mobile Version

How do your emails look on mobile devices? Majority of people design email templates for desktops. It is the default mode. However, according to EmailMonday, 47% of people check their emails on mobile devices. It means that you need to think how your emails look on mobile devices as well. If you use image heavy emails, the images with text might look not legible on the mobile devices. That’s why, it is always a good idea to have all text as text blocks vs images. Having said that, the text block will adjust accordingly for the mobile view. Here is an example of email on desktop and mobile device. As you can see, some of the text on the mobile device is not legible, since it is part of the bigger images 

The minimum goal of each email you send – is for the receiver to get the message. To be able to do that, you need to avoid those three common mistakes made by majority of ecommerce business owners.