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Image-Only HTML Emails Getting Blocked

We just helped a MailChimp customer with a little bit of a deliverability problem. He's been sending campaigns without incident for years now (since July of 2004). He'd send a few thousand emails to his list, and get a 3% bounce rate. Pretty normal for a well-maintained list.

Recently, he sent a campaign that was nothing but one big graphic, with a little line of unsubscribe text underneath it. That campaign got a 26% bounceback rate. Ouch.

The reason? AOL blocked his campaign.

Today, he switched to a more traditional newsletter layout (with a better balance of text and graphics) and got a 2.2% bounce rate this time around. Much better.

As more and more spammers try that "image only" tactic, spam filters will adapt and begin blocking legitimate marketers who send image-only campaigns. Be especially on the lookout when you're sending event invitations, because it seems most marketers make those one big image, with no text to balance it out.

February 8, 2007 in Spam Topics | Permalink

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