Optimizing images in Email Marketing is an unavoidable part of the design of these communications. The content of each email is worked in detail, the texts, the subjects, the headlines, the links, the calls to action or even the sending times are optimized.
But, what would an Email Marketing campaign be without visual content?
Imagine receiving hundreds of emails in which there was only text. No photos, no videos. The impact of a message of this type would be three times less than that of an email that included images.
And it is that visual content not only creates greater memories. They also help to understand what is being displayed more easily.
Improve your opens and increase conversions with stunning images
In addition, optimizing images in Email Marketing is necessary since in a notable portion of the newsletters that are sent daily, the images are blocked by default. Therefore, you also have to be careful with the different email clients.
It will always be easier to achieve success in your strategy if you use good Email Marketing software . You can make your shipments without daily limits and with the best delivery rate. Also, thanks to its intuitive interface and Drag&Drop editor, creating emails with optimized images will be a piece of cake. Even when you don’t have any knowledge of programming or html.
The problems that a user may encounter are quite numerous. Disproportionate images, excessively slow loading speed, unreal colors, pixelated images, etc.
In order for your campaigns to be worked on in depth and obtain good opening and conversion rates , it is important that you learn how to optimize images so as not to leave any loose ends.
Optimize images in Email Marketing
Actually, there are several effective ways to capture the attention of your target and improve your results. Just as you take care of elements such as the subject, personalization and copy of your campaigns, it is also important to improve the images.
Below you will find the 16 best practices to optimize images for Email Marketing. Apply them all and you will see a higher return on investment in your strategy.
1.- The names of the image files
To optimize images in Email Marketing or in any digital marketing strategy, you have to be careful with this aspect. And in fact, it is the basis of everything. How do you name your content?
You may not be aware of this, but there are many email managers that do not have the ability to interpret elements whose names incorporate certain characters. Blank spaces, special characters such as accents, exclamations or asterisks, etc.
One of the best practices that you should write down and apply in all cases is to avoid including blank spaces. Instead, try to separate words with hyphens and don’t embellish them with punctuation marks.
For example, it is recommended that instead of writing “*newsletter_primavera!1.jpg” , you opt for a name like: “Newsletter-primavera-1.jpg” .
2.- Use descriptions that help you know what the content is about, but with an order
In the process of optimizing images in Email Marketing, every detail counts, even the most insignificant. That is why this aspect is neglected so much.
Once you are clear about which characters and signs you should avoid using , it is recommended that you learn to rename the contents correctly. Because, believe it or not, the description itself is vital.
Spam filters , as you know, do not have the ability to read or interpret visual content. And, therefore, in your hands is the power to facilitate this process to avoid being classified as spam.
In this situation, you should avoid words like the ones in the previous image, which can score negatively (free, free, offer). Or give excessive details. For example:
If you work in the world of digital marketing, there is no need to remind you of the importance of keywords . If you use the keywords in the titles of your images you will get better results.
3.- Watch the hosting of your images
Continuing along the lines of trying to avoid falling into the dark side with your emails, you should know that another feature that can play tricks on you is the use of IPs in URLs.
That is, in case you need to attach external content in your html, it is recommended that you use domains and not IPs. This is because the use of this last element refers, on many occasions, to an intention of wanting to cover up a domain. And the anti-spam filters pay attention to it. Therefore:
4.- Image format: JPG, PNG, BPM or GIF
To optimize images in Email Marketing you must make sure that you work with an email manager that allows you to interpret all existing content formats . Although the most used are JPG and GIF, which are considered safe because most email clients have the ability to open them.
But what about the PNG format? It is also widely used and most email clients allow it to be viewed. However, it is recommended that you tread on insurance.
5.- Use the GIF format with flat colors
If you have doubts about when to use one type of format or another, write down these tips. The GIF format will make your images weigh less and the loading speed will be faster because it only uses a maximum of 256 colors.
Therefore, when you are going to share content that has flat colors and does not have gradients or a wide range of tones, it is recommended that you opt for the GIF.
6.- JPG will be better with photographs and gradients
If your email marketing campaigns are striking precisely because of the variety of shades and gradient colors or include creative and complicated photographs or illustrations, the JPG format is your best option. Especially in terms of quality and weight of the content itself.
In addition, you must bear in mind that the quality of the image itself varies depending on the compression that you carry out. Therefore, the ideal is that you compress your content as much as you can, trying to maintain its quality. The perfect format is one that weighs little, is well displayed and has a good loading speed.
7.- What is the ideal dimension to optimize images in Email Marketing?
One of the most common mistakes in Email Marketing is forcing images to fit the size of your newsletter. In this way, not only do you get the weight to be excessive, but the visualization is also not adequate.
8.- Do not include too many images
Using one large image taking up the entire email, or too many images in general, tends to end up in recipients’ spam folders.
Therefore, it is better that there is a good relationship between images and texts . And that all spaces breathe enough air. In the Topshop example you can see a common style that works in email campaigns: images with headlines and short excerpts that entice the user to click on them.
The fundamental thing to avoid falling into the spam tray is that you have a professional Email Marketing platform that allows you to create templates and include different types of content in an optimal way. So your emails will not be too loaded or poor.
9.- Monitor the resolution of each element
An optimal resolution is one that measures 72 dots per inch (dpi). So that you can understand it better, think that an image that is printed on paper has an average resolution of 300dpi. But to optimize images in email marketing, the ideal size is exactly 72dpi.
Also do not think that by increasing the resolution you will improve its quality. The only thing that increases is your weight.
10.- Do you usually check how much each image weighs?
Or is it something you don’t pay attention to? If you don’t know, one of the most common practices is to use small images that are also very heavy. Do you think it is a good idea to optimize images in email marketing?
You should always look at the kilobytes. And it’s as easy as right-clicking on visual content and viewing the details to determine if the weight is right. Keep in mind that the larger its dimension, the more it will weigh. The more it weighs, the more the email load will slow down.
11.- RGB mode
The RGB mode is the one that indicates everything about the color that the image includes. And it can be of two types:
- The images for printing have the color in CMYK mode to have all the necessary information.
- For email it is better to use images whose color mode is RGB, since they have the same quality for the screen and take up less space.
12.- Always use the ALT tags
It is the alternative text that describes the content of the image in case it cannot be loaded. Sometimes the visualization of images usually fails. Therefore, it is important that the user knows what the image is about in case he cannot see it. Although you should always avoid reaching that point.
In addition, both on landing pages and in email, it is recommended that your alt tag include the keyword for which you want to position yourself.
13.- Use the image banks to get material
It is very important that the content you use is free of rights. And there are many platforms that you can use to get very attractive visual content for free.
14.- If at first you are not successful, do not stop trying
The only way to make sure you optimize images in email marketing is to check it out. For this, there is nothing better than trying to send emails on different devices and operating systems to make sure that everything goes according to plan.
In fact, smart marketers also test different ISPs and service providers because many treat email images differently.
15.- Be clear who you are addressing
It’s crucial that you consider information like demographics when testing and optimizing images in email marketing. You must segment the campaigns so that certain content reaches some users and others another.
In fact, make a suggestion. If you have a very strong young audience and an adult audience, try including more conservative or more mature-looking graphics for those over 45, and bold, creative images for the younger segment.
16.- Mobile first mentality
Perhaps in an email for desktop you have proposed to create a huge graphic for the user to scroll and have a different experience. But on mobile that won’t work.
Always think about which devices users will open your emails from to determine whether to sacrifice any part or completely change the design of your campaigns.