Images off: McDonald’s leads the way

Images off: McDonald’s leads the way

We’ve talked before about making the experience better for users with images turned off, but it’s still something that is frequently missed by email coders. This example from McDonald’s includes a few best-practice techniques, such as styling Alt-text and clever use of background colour, plus also throws in a bonus piece of burger pixel-art. Delicious.

Screenshot 2014-03-27 11.45.16

Here’s the email with images turned back on:
Screenshot 2014-03-27 11.45.30

By Elliot Ross

Elliot Ross is Managing Director of Action Rocket, an email marketing creative agency based in London. You can find him on Twitter at @iamelliot

  • Jody Gibbons

    Nice! Certainly does the trick!

  • Jaina

    The burger pixel art is excellent! Really nice little touch.

  • http://joshgreendesign.com Josh Green

    Looks like the work of @MikeRegan

  • William Hawke Bassignani

    That’s incredibly clever!

  • Niven Ranchhod

    This is seriously as much a spectacle to look at for us geeks as the fully rendered one is to consumers.

    Thanks for sharing!

  • chrisdressler

    I like the idea of using the background colors to represent a broad idea of the image or piece of image that would normally be in that space. On the ALT tag styling though–you can’t count on that as it is incredibly inconsistent (or just flat doesn’t work) across a wide variety of email clients (web, desktop and mobile). We’ve tried that route for our clients before and we just don’t get good results.

  • http://gasteroprod.com/ Nicolas Hoizey

    We see more and more of these clever images off e-mails, that’s great.

    Tools like Email On Acid’s Mozify help a lot: http://www.emailonacid.com/email-preview/mozify