Assume that emails will be accessed without the images showing: Images might not always translate so seamlessly from your web page to your email campaign, and most email clients don't automatically display images without prompting the user to first take action (i.e.,"Click here to view images," or "Right click, then download images"). It's also important to ensure that your key messages -- the information that you most want your readers to take away from the email -- aren't embedded within (and can still be clearly understood without) an image. Instead, use HTML body copy for all of the information that you most want to be communicated to your readers. Keep a balanced "text-to-image ratio" in your emails: Spam filters often look at the ratio of images to text in an email. If the email contains more images than text, it might be flagged as spam and never seen by your intended audience. Integrating text with images not only ensures that your company's messages can be easily read by recipients, but that it won't get caught up in a spam folder. Make sure the email is easy to act on: The presentation of your email should be constructed in a way that gives readers the most pressing and pertinent information first. Whether your objective is to get your audience to click a link, learn about a new service or product, or simply share news or updates. You don't want your readers to have to sift endlessly through information to get to the portion of your message that's most relevant to their interests and needs. Instead, place your call to action at the top of the message, where the reader is most likely to see and internalize it. Get the full story at iMedia Connection