What are the most common mistakes to avoid when using images in email communications?

There aren't any strict guidelines regarding the type of images suitable for specific communications. Nevertheless, as many have emphasized, it's important to ensure that the image aligns with the nature of the message. As long as the image/graphic effectively communicates the intended message to the audience, there shouldn't be unnecessary constraints on its design and creativity. However, it's counterproductive to invest significant effort into designing the perfect graphic only to distribute it as a pixelated image in an email. It's crucial to strike a balance between image resolution and file size -while a higher resolution ensures better clarity, it inevitably results in a larger file size, potentially leading to longer loading times.

For me, there are a few “golden rules” when choosing images to complement messages: 1) High Resolution: ensure those are not pixelated and the resolution is adequate to the platform/medium you are using 2) Meaningful: needs to be related to the topic and actually add value to the copy 3) Relatable/ People-focused: if possible, instead of using a stock imagery try to use a real one from colleagues or office so it’s relatable and truly engage people while making them feel represented (ensure you have all needed forms of those photos in place to avoid any compliance or image rights issues) In this fast paced era we live in, images are even more valuable and need to truly speak to the audiences and relate to them.

Let’s turn then to the 4 most common errors made in managing email images. The order is completely random. 1. Images are too heavy Everyone likes delving into a pretty picture, especially if nicely defined. Still, we must always keep in mind the medium we are using. 2. Images are too large or too small 3. Animated GIFs aren’t optimized 4. Alt Texts are lacking Emails created without images are increasingly rare these days. However, bear in mind that some email clients, by default, do not display images, and for various reasons, some users prefer to disable them: in such cases, if the email does not have alternative ways to communicate the message, the communication is hopelessly compromised.

Not rarely people use irrelevant image when telling a story/message to other employee. This sometimes overlooked by us, which resulting distraction when reading. Providing relevant images that matches the message will surely increase the chance of employees to read and adhere toward the messages. It is therefore, essential, for us to make sure that the images are relevant with the pertaining messages.

Images, applied correctly can serve to illustrate a point, or break up copy, but too often professional emails can be littered with stock images that are overused and bland. It is not always easy (or affordable) to commission photography, then it always a good policy to have a diverse range of imagery which will appeal to different audiences. Choosing imagery to suit your audience is every bit as important as your copy. If the audience is going to be quite wide, then there is often an option to make the image dynamic - so different audiences will see a different image. It makes all the difference and should make the reader feel like this message is aimed at them.

The point about optimizing image size is particularly useful. Large images can slow down email loading times, affecting user experience. in so Always a tool as photoshop were you improve the image size without losing quality can help. Beyond alt text, one could also consider using SVG images that allow for text within the image to be selectable and readable by screen readers. This makes the email even more accessible.

A good designer knows that one of his most important tasks is to lead the visual path that is made when reading any communicational piece. We must not forget that just as each piece is made up of different elements that lead the user to perform a certain action, this same piece is developed in an environment of multiple communications. Another factor that intervenes and should not be forgotten is the reduced amount of time that will be devoted to reading this mail, so that the greater the complexity, the less the call to action may result in less appeal due to overstimulation and consequently generate fewer clicks on the call to action.

Agreed, not only slow when loading, this could also prevent your message to be delivered due to slow internet connection. Therefore optimizing image size for email is essential to prevent the recipient to reconsider to read and avoid the email instead

Keep the image simple, keep the message short!! The moment a mail becomes loaded and lengthy it loses appeal. A brutally simple creative can only make your messaging more graphic and appealing for consumption...

Absolutely, the careful selection of images is critical to ensure they add value to the message rather than hindering it. With recipients having varying bandwidth capacities, overloading emails with images can lead to slow loading times, potentially losing the recipient's interest. It's prudent to include images only when they significantly contribute to conveying the message or enhancing engagement. This approach caters to a wider audience, ensuring a smooth user experience regardless of their internet bandwidth

Avoid sending emails using symbolic or metaphorical stock photographs. Choose actual, relatable photos that reflect your audience's diversity for authenticity. Show genuine experiences and tales they can relate to. Unsure about your options? Run user tests. Their input can reveal accessibility and inclusion issues or areas for improvement. Involving your audience in testing improves visuals and builds trust.

I would also recommend considering the use of high-contrast colour schemes/images to support people with low vision or colour blindness, or adding solid backgrounds behind text to make it easier to read. You can also install browser extension tools such as a Web Disability Simulator to test your designs by simulating colour blindness, low vision and other conditions e.g. Dyslexia. Also recommend the use of a Colour Contrast Analyser or Colour Determinator tools. Ideally, this is something that should be considered prior to the development of brand guidelines and logos, but if you can’t (or don’t want) to change your brand colours, think about how you can provide alternative design solutions to support accessibility and inclusion.

A crucial aspect of communicating with global audiences involves understanding their diversity. It may actually be prudent to avoid including images if one does not comprehend the diverse nature of the audiences. Accessibility is another significant issue; ignoring this can result in failing to reach your audience as they will not be able to read the content.

I've found that you'll often need to do more digging to find diverse and culturally sensitive images that aren't clearly stock assets. But the extra effort is worth it!

When using stock photos, be cautious not to reinforce stereotypes. It's a mistake to rely on clichéd images that portray people or situations in a predictable and potentially offensive manner. Look for authentic and diverse stock photos that break free from these stereotypes.

Just because images are freely available on the internet, doesn't mean you have permission to use them. If you don't have the budget, time or skill to create your own imagery, there are plenty of affordable and free stock image libraries. Or you could play around with AI to create something new. Just check for weird hands. 😅

In this age of Instagram and TikTok, we rely more on images that evoke emotion than the facts and data the story narrates. I have seen stories that are only tangentially related to the images shown, which seems (at the very least) misleading and sensationalistic.

This is essential in a world where so much is easily downloaded. Maintaining proper processes ensures not only protection for your company and brand reputation but should be basic best practice.

There has been some interesting case law on AI-generated images and how they cannot be copyrighted. This *might* become a viable avenue for digital communication images, including email. (I'm not a lawyer, just an opinion.)

To guarantee consistent e-mail layouts, it's useful to have e-mail templates available for employees. For example, in our organization, we've implemented a tool named 'E-mail Builder'. Whenever I need to draft an internal communication e-mail, I simply access the web application and utilize this builder. It standardizes everything – from font sizes and colors to button hues, layouts, and even image dimensions. Not only does this prevent stakeholders from making unwarranted changes to the e-mail design, but it also simplifies the process of e-mail formatting.

Avoid direct image upload, It’s a safe bet to use a predefined template and plug in your content rather than uploading an image directly. This ensures that your email will display correctly without any display issues. Also, since the viewership on mobile is growing with time, its better to avoid using too many images for quicker loading. Striking a balance between layout-images-content and overall design is very important to define the look to grab the attention of the reader.

Remember to consider how they will be viewed, remember to consider mobile, android/apple laptop whatever it is... they each display differently (and move pictures to suit orientation etc... - they have to enhance your readers experience, likewise pictures are fine if they enhance or reinforce the message, don't use them to separate articles/messages, people won't scroll further because you added extra pictures to make it pretty

I just wanted to build on the testing part. Test different content in different locations so you can't identify if it's the content that's driving the traffic or the location on the email. And don't forget clear call to actions!!! Also try and avoid text as images.

Email is often a quick message and we view this as an easy task. However to truly engage every element, word, even subject line needs to be carefully considered and thought through to ensure the right impact and to create the right behaviour response. Email is no longer an easy option and design is paramount and a first consideration.

The recommendation to use analytics tools like Mailchimp or HubSpot is spot-on. Without metrics, it's difficult to gauge the effectiveness of your email campaigns, including the impact of the images used.

To measure effectiveness you need to set up your email properly and tag the images properly otherwise even the best of tools can't help.

E-mail marketing is a complicated task which should correspond to your audience's needs. Track the insights that matter. It helps to define the hangings of your audience. Answer the right questions, provide useful advice, share adept content, air visual meanings with images and it will reinforce customer loyalty. One more tool to track image influence is engagement heatmaps. Don't forget about mobile-responsive features and image optimisation.

It’s also noteworthy that memes in email communication are now becoming more accepted. After all, millennials and Gen Zs see it as a powerful and interesting way to connect. The key is to be cautious and audience-centric always. It's essential to gauge your recipients' preferences and the context of your email. Relevant and well-timed memes can add humor and relatability to your message, making it more engaging. Still, it's crucial to avoid using ones that might be offensive or confusing to your audience, as this could undermine the effectiveness of your email. Ultimately, in the world of email communication, understanding your audience’s expectations is paramount, whether we do it in a traditional way, or we embrace the meme culture! ☺️

You can’t control the readers settings. Many email clients will change images in email signatures to attachments. So don’t assume because you add an image it will be displayed how you intended. Best practice is to only use images if you have to.

Once a mailer goes out, you have limited control over the reach. Therefore, understanding the geographic reach and cultural context of the design led mailers can limit concerns. Testing if images show up consistently across all platforms and browsers is crucial. Having a feedback mechanism to seek inputs to improve future design led communications can help as well.

One thing - a picture is, perhaps, worth a thousand words - but nonetheless, the words count - so make sure that your words align with your pictures, in terms of content and quality

GlasgowGPT perspective: 1. Gigantic File Sizes: Keep 'em small, or ye'll end up clogging people's inboxes. 2. Ignorin' Responsiveness: Make sure yer images look good on aw devices, or ye'll have folk squintin' at blurry messes. 3. Missin' Alt Text: Toss in some alt text to describe the image. It's polite for screen readers n' aw. 4. Too Many Images: Don't bombard folk wi an overload of visuals. Keep it balanced and easy on the eyes. Avoid these blunders, and yer emails won't be pure pish when it comes to images. Got it, pal?