Optimize on Open Image Groups lets you create adaptive email experiences by displaying different offers or calls to action based on when recipients open their messages. This makes it easier to drive engagement for time-sensitive campaigns without sending separate emails; your content stays relevant whether contacts open immediately or days later.
A single Optimize on Open image tag can serve different images dynamically based on the date and time an email is viewed. This gives marketers a streamlined way to test and tailor messaging, ensuring every subscriber sees content that feels current and compelling when they engage.
To learn how to create email content, read our Creating Email Campaigns article.
Managing Optimize On Open Image Groups
You can access and manage this feature from its index page. For access, head over to the navigation panel, click on Marketing > Content, and select Optimize on Open.
Its index page displays a list of existing “optimize on open” image group templates with the following information:
- Name: It displays the name of an image group.
- Created & Updated At: It indicates the date and time the templates were created.
- Actions: Its dropdown menu lets you edit or delete the image groups.
Note: You can click on an image group’s name to view its tag link, which can be inserted within an email.
Creating an Optimize On Open Image Group
Follow the steps shown below to create a new image group:
- From the Optimize on Open index page, click on the New Group button.
- First, enter a name for your image group.
- Next, include the subsequent details under the Default Image catalog:
Upload a Default image either from the Image Library or your device. This default image is what your contacts will see when they open your email for the very first time, assuming they view it before its expiry date.
Insert its landing page Click-through URL. This landing page will load in the contact’s browser when the image is clicked.
Enter the image’s expiration date and time. If the contact opens the email after its expiry (as per Eastern Time Zone format), the next image (or expiry image) in the sequence will appear.
- Similarly, enter the details for the next image sequence by clicking the Plus icon. You may add as many images as needed, but ensure each one is assigned its own expiry date and time.
- Finally, upload an Expiry image. This expiry image is what your contacts will see if the preceding image has expired. You can define a click-through URL; however, there’s no expiry information for this image type. Save the changes you’ve made.
Using and Analyzing Optimize On Open Image Group
To use an Optimize on Open Image Group, you require its image and click-through tag links. You can acquire them by clicking on the image group names on the index page you’ve created beforehand. The links are accessible under the Image Group widget.
To use tag links in your email content, copy the relevant HTML code using the Copy icon:
- Image Tag: Copies the HTML code for the image tag to your clipboard, which should be used as the URL for the image tag's SRC attribute.
- Click Through Tag: Copies the HTML code for the click-through link to your clipboard, which should be used as the URL for the anchor tag's HREF attribute.
To gain deeper insights into an image group, you can review the details and performance metrics available for each image in the email sequence.
