Having spent a great deal of time in digital marketing teams, both on client side and at agency, it constantly bugs me at the lack of attention put into hard coding text into EDMs instead of simply slicing it as an image.

Now I am no means perfect when it comes to the practice, but I quite often found myself being overruled from an art direction perspective. It always seemed that the powers to be in the fashion industry were unwilling to compromise on the image they had in their head in order to gain conversion. Which seemed silly given as retailers we are in the industry of selling.

So I find myself asking, how important is it that anyone involved in email marketing have at least a small amount of tech know how so that decisions are not compromising results?

Looking through my inbox from the last week, I stumbled across at least 10 emails which were even design with the ability to have the copy hard coded in. Instead, they just simple sliced it all as images.

Why not get this content straight in front of the user before the images have been loaded? Surely this lack of understanding is hurting the quality of what we do and something that could be fixed with some fairly simple training.