Email Image Usage Guidelines

1. Accessibility First

• All images must include descriptive alt text that explains what the image shows
• Alt text should be concise but informative (aim for 125 characters or less)
• Consider how the email reads when images are disabled or not loaded

2. Images as Enhancement, Not Replacement

• Images should enhance and support written copy, never replace it
• Critical information must always be conveyed through text, not embedded in images
• Images serve to illustrate, clarify, or add visual appeal to your message

3. Modular Image Strategy

• Keep separate elements as separate images for maximum flexibility
• Examples of elements to keep separate:
  • Company logo
  • Product images
  • Banner graphics
  • Social media icons

Technical Requirements

Image Sizing and Optimization

• Use the cropping tool to size images appropriately for template slots
• Optimize file sizes for fast loading (aim for under 100KB per image when possible)
• Use appropriate file formats:
  • JPEG for photographs and complex images
  • PNG for graphics with transparency or sharp edges
  • Avoid GIF , Outlook does not support animated GIFs

Content Guidelines

What Makes Images Effective

• Relevant: Directly related to your message or offer
• High-quality: Professional, clear, and well-composed
• Brand-consistent: Aligned with your visual identity and style guide
• Purposeful: Each image should have a clear reason for inclusion

Text in Images - Avoid When Possible

• Never put critical information solely in image text
• If text in images is necessary:
• Keep it minimal and large enough to read on mobile
• Always repeat the information in the email body text
• Ensure sufficient contrast between text and background

Linking Strategy

• Link images strategically to relevant landing pages
• Separate images allow for different linking destinations:
  • Logo → Homepage
  • Product image → Product page
  • Always include text-based links as backup

Best Practices

Image Placement

• Lead with your most important image near the top
• Balance images with white space for clean appearance
• Consider the visual flow and hierarchy of your email

Brand Consistency

• Maintain consistent style, color palette, and quality
• Use brand-approved imagery and graphics
• Ensure logo usage follows brand guidelines

Testing and Quality Assurance

• Preview emails across different email clients. Outlook is notorious for not supporting common patterns
• Test with images disabled to ensure message clarity
• Verify all alt text is meaningful and accurate
• Check that all image links work correctly

Quality Control Checklist

Before sending any email, verify:

• All images have descriptive alt text
• No critical information exists only in images
• Images are properly sized and optimized
• All image links work correctly
• Email is readable with images disabled
• Images align with brand guidelines
• Content has been tested across devices and email clients

Following these guidelines ensures your email images enhance user experience, maintain accessibility, support your marketing goals, and represent your brand professionally. Remember: images should tell a story that complements your written message, not replace it.