AOL image blocking confusion

AOL just implemented a new interface for their webmail service. The key change for marketers is that images are now blocked by default. At least some of the time...

The original news doing the rounds of the blogs (including this one, if I hadn't been down with stomach 'flu) was that all AOL webmail accounts are now disabling images by default.

But Return Path did some testing and reckon it's only new users who have images turned off by default.

People with an existing AOL Mail or AIM Mail webmail account apparently retain their original settings. (I checked my old AOL webmail and my original *default* settings included automatic image blocking!)

Whatever the reality, the point is that image blocking got another convert. Which simply adds urgency to the the three associated tasks for email marketers:

1. Ensure your email works when images are blocked. Which means, does it display properly when images fail to show up and does it still convey the right message and allow the required response?

(For tips on this, see the articles here.)

2. Bear image blocking in mind when viewing your open rate statistics.

3. Do what you can to reduce blocking. Depending on the ISP or webmail service, default image blocking can often be overridden if:

You certify your email

You are on an appropriate whitelist (the AOL enhanced whitelist gets your images displayed at AOL, for example)

The recipient has your from address in their address book

The recipient manually cancels the image block for your email

(The above links and blog posts address these issues, too.)

Permalink | May 24, 2007 | 0 comment(s)
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