Defensive design consists of design techniques that allow an email to communicate its message effectively when images are blocked, which is still a relatively common occurrence, unfortunately. These examples use HTML text, alt text, background colors, and more to get their point across without images…

1. OUTSTANDING
EMAIL Marketing EXAMPLES
OF
DEFENSIVE DESIGN
A free
companion
resource
for

2. Outstanding Email Marketing Examples of Defensive Design
Defensive Design consists
of design techniques that allow
an email to communicate its
message effectively when images
are blocked.

3. Outstanding Email Marketing Examples of Defensive Design
Defensive design techniques
include using:
1. HTML text
2. ALT text
3. Styled ALT text
4. Background colors
5. Mosaic pixel art

4. The following outstanding
email marketing examples
demonstrate the concepts,
tactics, and strategies around
defensive design as
discussed in the 4th Edition
of Email Marketing Rules.

5. Outstanding Email Marketing Examples of Defensive Design
Oregon College
Savings Plan uses
HTML text and
background colors to
convey their
message and
maintain its
foreboding mood.

6. Outstanding Email Marketing Examples of Defensive Design
Ideeli uses HTML
text and doesn’t
specify image height
so images collapse
when blocked, making
the images-off version
much faster to scroll
through.

7. Outstanding Email Marketing Examples of Defensive Design
Petco uses
background colors to
create clear message
blocks, which it fills
with easy-to-read
HTML text and
bulletproof buttons.

8. Outstanding Email Marketing Examples of Defensive Design
CNN uses lots of
HTML text, and keeps
it tight by collapsing
down images when
they’re blocked. Most
notably, they use
emoji and background
colors to create strong
section heads.

9. Outstanding Email Marketing Examples of Defensive Design
Mothercare
uses styled ALT
text and pixel art
mosaics to maintain
message integrity
when images are
blocked.

10. Outstanding Email Marketing Examples of Defensive Design
Bendon Lingerie
uses pixel art, but doesn’t
try to replicate the
images-on version.
Instead, they to
create a simple heart
using table cells with
background colors.

11. Outstanding Email Marketing Examples of Defensive Design
PlayStation New
Zealand plays off
Transformers’ “Robots
in Disguise” slogan
with this images-off
Easter egg.

12. About the 4th Edition of
Email Marketing Rules
The most comprehensive email marketing
book from the most prolific email
marketing author helps you master the
most misunderstood marketing channel.
Chad S. White, the author of nearly 4,000
posts and articles about digital and email
marketing, takes you step by step through
184 best practices, shares extensive
tactical checklists, and gives you strategic
frameworks for long-term success.

13. If you want to improve your email program by…
 Setting the right program goals
 Building high-performance lists
 Ensuring your emails are delivered
 Crafting relevant messaging
 Automating your messaging
 Developing efficient workflows
Get the updated and greatly expanded
4th Edition of Email Marketing Rules now!