Emails are like icebergs : we often focus on the most visible aspects of it – like CTAs, subject line, quality of copy – forgetting to optimize many others that are not immediately visible to the end user . But alas, these can really make the difference between a basic message and a professional message. Today we're going to look at some errors you might encounter while managing your email images. Indeed, it often happens that you focus all your attention on the graphic rendering of the image : hours of work by the artists or designers, followed by a simple click to upload to the Email Marketing platform. However, to achieve optimal performance, it is not enough to have aesthetically beautiful images with good resolution . There must be at least two additional steps:
A precise brief to the graphics department, so that when creating images for emails, they must take into account the specifications and requirements of the email channel Post-load actions on the platform (such as including alt texts, which we'll discuss shortly), to minimize the possibility of failure or incorrect image display Next, let's move on to the 4 most common mistakes people make when managing email images. The order is completely random. 1. Images are Image Masking Service too heavy Everyone likes to dive into a pretty picture, especially if it's well-defined. Nevertheless, we must always keep in mind the medium we use. Suppose the email client does not block images in advance: then we can assume that generally, unless they are sent as an attachment with the communication, images are not downloaded until the opening of the email . Once the email opens in the client or browser, it makes a request to the server where you stored the images to download and then view.
This obviously means that the connection bandwidth is occupied by client/server exchange data. Now the bandwidth is not infinite. You can certainly see how important it is that the file size does not prevent the images from being easily downloaded and displayed . On the mobile side, an image weighing 1 MB is downloaded in about 0.3 seconds. Just think about how long you're normally willing to wait to open a webpage: According to Kinsta, 74% of users abandon pages that don't load within 5 seconds , while the data below from Soasta shows how the rate conversion starts. drops well before 2 seconds. Landing page load time vs conversion rate From this limited data, it is clear how crucial it is to not unduly lengthen the loading time and to properly process the images so that they are small enough to download quickly , while protecting the resolution to avoid the grainy effect .