50
retail emails from Friday, Aug 5th 2011 (no animated Gifs)
Looking at image weight and ease of implementation for alternate mobile
images.
-----
Average image
download = 258.4K (12921 / 50)
Only 2 out of
50 under 100K
The average consumer receives 35 emails per day (radicati 2010).
------
1 image not
sliced = 25 out of 50
Easiest to implement - 1 image & 1 URL
Sliced image with 1 URL = 12 out of 50
Simply make 1 image or use sliced dynamic
images
Sliced image with multiple URLs = 13 out of 50
While you can reduce the file-size, it’s
trickier to alter the creative. We can’t change the position, or size of the
URLs.
|
Retailer |
Images |
Sliced |
No. URLs |
|
American
Apparel |
17K |
No |
1 |
|
A&F |
232K |
Yes |
>1 |
|
Ashford |
141K |
No |
1 |
|
Barneys |
129k |
Yes |
1 |
|
Becker
Surf |
128K |
No |
1 |
|
Bluefly |
264K |
No |
1 |
|
Bobby
Jones |
499K |
Yes |
>1 |
|
Boston
Proper |
602K |
Yes |
>1 |
|
CafePress |
194K |
No |
1 |
|
Coach |
549K |
Yes |
>1 |
|
Cole Haan |
283K |
Yes |
>1 |
|
Costco |
503K |
Yes |
>1 |
|
Crate and
Barrel |
523K |
No |
1 |
|
Dior |
155K |
Yes |
1 |
|
Forzieri |
136K |
Yes |
>1 |
|
Free
People |
102K |
No |
1 |
|
Gap |
263K |
Yes |
>1 |
|
Horchow |
166K |
No |
1 |
|
JR.com |
973K |
No |
1 |
|
Juicy
Couture |
120K |
No |
1 |
|
Karen
Millen |
286K |
No |
>1 (IM) |
|
Kenneth
Cole |
174K |
Yes |
1 |
|
Kitson LA |
110K |
No |
1 |
|
Kohl’s |
333K |
Yes |
1 |
|
Lands’ End |
311K |
No |
1 |
|
Levenger |
560K |
Yes |
>1 |
|
LOFT |
143K |
No |
1 |
|
Lombok |
147K |
No |
1 |
|
Lord &
Taylor |
166K |
No |
1 |
|
Luggage
Online |
242K |
Yes |
>1 |
|
Neiman
Marcus |
117K |
Yes |
1 |
|
Oasis |
432K |
No |
>1(IM) |
|
Old Navy
Canada |
502K |
Yes |
>1 |
|
OnlineShoes.com |
185K |
Yes |
1 |
|
Pier 1
Imports |
254K |
Yes |
1 |
|
REI
Gearmail |
179K |
Yes |
>1 |
|
Restoration
Hardware |
134K |
No |
1 |
|
Ron Herman |
149K |
No |
1 |
|
Saks
FASHIONfix |
145K |
Yes |
1 |
|
Saks Fifth
Avenue |
175K |
Yes |
1 |
|
Sears |
296K |
No |
1 |
|
Shopbop |
122K |
Yes |
>1 |
|
Spiegel |
181K |
No |
1 |
|
Sur La
Table |
320K |
Yes |
1 |
|
The Clymb |
250K |
No |
1 |
|
THE OUTNET |
82K |
No |
1 |
|
Timberland.com |
270K |
No |
1 |
|
UrbanOutfitters |
183K |
No |
1 |
|
Victoria’s
Secret |
230K |
Yes |
1 |
|
YOOX
DESIGN |
264K |
Yes |
1 |
Using media queries, the
desktop assets in the images column above also get downloaded (though not
visible). Along with the 30-50K worth of alternative mobile images you prepare.
Whereas a server side solution only downloads the one small mobile image.
As an aside, using image
maps (IM) is an outgoing trend. Most retailers use the more reliable method of
slicing their images, if they want to add multiple URLs.