{"id":2178,"date":"2017-03-01T11:57:05","date_gmt":"2017-03-01T16:57:05","guid":{"rendered":"https:\/\/blog.snappa.com\/?p=2178"},"modified":"2024-08-13T17:27:09","modified_gmt":"2024-08-13T21:27:09","slug":"newsletter-images","status":"publish","type":"post","link":"https:\/\/snappa.com\/blog\/newsletter-images\/","title":{"rendered":"The Ultimate Guide to Newsletter Images"},"content":{"rendered":"

Everyone wants their newsletters to be opened, read and engaged with, <\/span>by <\/span>millions<\/span><\/i>. Some people think this happens by creating a work of art within. This is incorrect, though, because in most instances people can\u2019t see the inside of your email before they decide to open it. <\/span><\/p>\n

So, if the artwork doesn\u2019t help with opens, does it at least have an effect on engagement? <\/span><\/p>\n

Well, it <\/span>can<\/span><\/i> make a big impression, but only if you do it properly. In this article we\u2019ll discuss the best ways to use images in your emails, and hopefully the click-throughs will flow!<\/span><\/p>\n

<\/p>\n

The Best Newsletter Image Size for Multiple Screens<\/strong><\/h2>\n

So let\u2019s get straight into it. For desktop viewing, due to email client restrictions, it\u2019s best to <\/span>use 600px<\/b> as the max width for your email image size. This, of course, also goes for any images you may want to use horizontally across the email. <\/span><\/p>\n

Just keep in mind that if you use the entire width, the image should still be able to scale down to a mobile size without changing too much.<\/span><\/p>\n

\"email

An example of a 2-column email on a phone screen<\/p><\/div>\n

Speaking of mobile, you need to keep in mind how your readers will be viewing their emails. These days more and more people will be looking at your email on a mobile device, so plan accordingly. In fact, <\/span>we\u2019d recommend a mobile-first approach<\/b>. <\/span>This basically means designing your email to look good on mobile first, and then thinking about the desktop design after. <\/span><\/p>\n

Newsletter services, such as <\/span>Active Campaign<\/span><\/a>, <\/span>Mailchimp<\/span><\/a> or <\/span>MailerLite<\/span><\/a> (which <\/span>we review here<\/span><\/a> by the way), make this easy to achieve with their responsive templates.<\/span>
\n<\/span><\/p>\n

Simple Newsletter Design Ideas to Keep in Mind<\/strong><\/h2>\n

You don\u2019t need a degree in design to create a good-looking email. But there are a couple of design tips to keep in mind when thinking about your header image<\/a> \u2018real estate\u2019 within the overall newsletter.<\/span><\/p>\n

Firstly, <\/span>beware the top two inches<\/b>. As this is the first part of the email that users see, you need to engage them, so it\u2019s best not to fill it entirely with an image – there are certain email clients that won\u2019t show them by default (more on that later). <\/span><\/p>\n

As mentioned above, though, you could use a horizontal banner with engaging text to entice readers. But it\u2019s best to keep it simple, perhaps just colors and words, so that when it\u2019s resized it still looks good.<\/span><\/p>\n

\"Email

An example of a banner you could use in an email. This type of design should scale nicely on smaller screens.<\/p><\/div>\n

Another design rule to keep in mind is the rule of thirds. We recommend that <\/span>no more than one third<\/b> of your email should contain images. Oh and this doesn\u2019t mean a whole third, but spread out over the entire email.<\/span><\/p>\n

How to Create Professional Newsletter Images<\/h2>\n

Going back to the design degree, you may be like me and have little-to-no skills in design, but it doesn\u2019t mean you can\u2019t create something that looks good! There are DIY services out there that make it easy for you to design images for your emails and <\/span>Snappa<\/span><\/a> is, of course, a great option. Apart from offering many templates and icons, these services also offer predetermined canvas sizes to help make it easier when designing specific elements, such as an email banner.<\/span><\/p>\n

\"create

An example of canvas size options to choose from on Snappa.<\/p><\/div>\n

One final design idea to keep in mind is that of columns. It\u2019s often best to keep things within one column if you\u2019re creating a simple email with mostly text. Although, with the templates available in most newsletter services these days, you can also use two- or three-column designs as long as they are responsive. Your columns will then comfortably re-organise to sit on top of each other when shown on a smaller screen.<\/span><\/p>\n

Email Header Image File Size Counts<\/strong><\/h2>\n

Another thing you need to think about when adding images to emails is their file size. These need to be as small as possible, otherwise they won\u2019t get past the size limits enforced by email clients. Make sure images are no larger than 1MB<\/strong> but try aiming for\u00a0100<\/strong><\/span>kb or less <\/b>for each image (unless you are using animations).<\/span><\/p>\n

A good way to reduce your file sizes, while maintaining as much quality as possible, is to run it through <\/span>tinypng.com<\/span><\/a> (works for jpg images too). You simply drop your images onto the page and it will crunch them down to a smaller size (you won\u2019t even notice any difference in terms of quality)…all for free!<\/span><\/p>\n

Design Email Newsletters Around Image Blockers<\/strong><\/h2>\n

These days most email clients have automatic image blocking on, which may, or may not, be disabled by the user. As this occurs often, it\u2019s important that you plan your design to still communicate your offer to readers. There are a few ways to do this.<\/span><\/p>\n

First up, do NOT create a completely image-based email. This is literally the opposite thing to do if you want to get around image blocking. If blocking <\/span>is<\/span><\/i> turned on, you\u2019ve just sent an empty email to someone. <\/span><\/p>\n

This same advice goes for call-to-actions within your email. Do not place them within images, as they will be missed if image blocking is on. It\u2019s best to use formatted text links for these.<\/span><\/p>\n

\"Formatting

It’s better to use formatted text links for CTAs, as image-based ones may not be shown.<\/p><\/div>\n

For people that have followed our suggestions, it is true that your images could still be blocked. In this case, another way to make sure your message still hits home is by using \u2018alternative text\u2019 or alt text. This is text that is displayed if your image doesn\u2019t load. It should be informative, and not simply a description of your image. <\/span>
\n<\/span>
\n<\/span>For example, if you want someone to check out a new product in your store, but the beautiful product image didn\u2019t load, you can still say \u2018Check out our new tote bag\u2019 with your alt text. This gives the reader information <\/span>and<\/span><\/i> a call-to-action. Some email editors may even allow you to add styles to your alt text, making it stand out more.<\/span><\/p>\n

Newsletter Videos vs. Emails GIFs<\/strong><\/h2>\n

Obviously it\u2019d be great to share your viral \u2018cute animals\u2019 video with your subscribers, but embedding videos in emails isn\u2019t a great idea. The reason being that most email clients just don\u2019t allow it. Also, often video files are quite large (if you don\u2019t embed them) and may end up sending your hard work straight to the spam folder. <\/span><\/p>\n

One way around this is by having a static image overlaid with a play button, which then takes a user to the hosted service (YouTube for example). There is another way, though: using animated GIFs.<\/span><\/p>\n

\"Newsletter

Anthropologie, a homewares brand, used this GIF in their campaign. Image source<\/em>: Mailbakery.com<\/a><\/p><\/div>\n

GIFs offer a lightweight alternative to video content within your email, and can be <\/span>created in a variety of ways<\/span><\/a>. GIFs are great for showcasing how a product works, or showing different angles, or simply creating something eye-catching. Just be sure not to make them too large (under 1MB is recommended) and, like images, don\u2019t overuse them.<\/span><\/p>\n

Back on Track – An introduction to open rates<\/strong><\/h2>\n

Even though we discussed above that open rates aren\u2019t really influenced by images, it turns out there\u2019s still an interesting relationship between the two.<\/span><\/p>\n

\"ActiveCampaign

Open rates in ActiveCampaign.<\/p><\/div>\n

The way open rates are tracked\u00a0is by loading a single pixel graphic. When this pixel is loaded, it\u2019s registered that the customer opened the email. Now using the information we just discussed about image blocking, perhaps you can see where an issue might occur? <\/span><\/p>\n

Yes, if image blocking has occurred, or a customer has chosen to receive the text-only version of your emails, then that pixel will never load. This results in one less open being reported. All of this is to say that you should take open rate reports with a grain\u00a0of salt, as they may not always be a true representation.<\/span><\/p>\n

Conclusion<\/strong><\/h2>\n

We\u2019ve covered a lot of ground in this article, but hopefully there\u2019s a few useful takeaways. Your email can be both beautiful, and functional, yet you need to make sure that function beats form for those who will never see your images. <\/span><\/p>\n

Unfortunately we can\u2019t control how email clients show what we send, so we need to work with them. If you keep the above ideas in mind, it will help to ensure your emails aren\u2019t the ones that end up in the spam folder black hole, never to see the light of the inbox.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Everyone wants their newsletters to be opened, read and engaged with, by millions. Some people think this happens by creating a work of art within. This is incorrect, though, because in most instances people can\u2019t see the inside of your email before they decide to open it. So, if the artwork doesn\u2019t help with opens, […]<\/p>\n","protected":false},"author":11,"featured_media":2241,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":{"0":"post-2178","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nThe Ultimate Guide to Newsletter Images<\/title>\n<meta name=\"description\" content=\"How do you make sure people engage with your emails? 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