Unlike image size, HTML file size really does seem to impact email deliverability. HTML file size best practices for email designers Aim for a 60/40 text-to-image ratio and keep your images under 200KB." Emails consisting of large images and little or no live text can also raise a red flag with the spam filters. "Large images take longer to load and eat valuable data. With this in mind, we recommend that you always aim for at least a 60/40 text-to-image ratio to maximize deliverability and keep your images under 200KB. Unfortunately, many unscrupulous senders will try to circumnavigate spam filters by hiding dubious content using graphic representations of text that cannot be machine-read. It’s also important to remember that emails consisting of large images and little or no live text can raise a red flag with the spam filters. In that case, they won’t thank you for those slow-loading, data-hungry campaigns. Suppose you are targeting subscribers in a demographic where pay-as-you-go mobile technology is the primary source of email access (think students, low-income families, older demographics, and subscribers in many emerging economies). Large images can also eat valuable megabytes in limited mobile data plans. Remember, 20% of Americans get over 50 emails a day – people won’t want to waste time on emails that take more than a few seconds to render. Large images can impact email load time, resulting in your subscribers deleting your email before it has been downloaded. But this doesn’t give you carte blanche to throw lots of big images into the mix. Research by Email on Acid found that various image sizes, ranging from 16KB to 696KB, had no discernible impact on deliverability.
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So, what are some best practices email marketers and email designers can follow? Image size best practices for email marketers
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HTML code: The building blocks and live text contained in your email marketing campaigns. Images: The photos, logos, images, and branding that make your email campaigns pop. You might be surprised to learn how low the tipping point is regarding file size and deliverability. Large email files can severely impact your opportunity to hit the inbox – not the best look for an email marketer hungry for success.īut what impacts the size of these emails? Well, when we talk about limiting file sizes in email, we are referring to one of two things: