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Teenvio
23 Apr 2015
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The importance of images in email marketing
In a previous post we referred to images as the great forgotten when it comes to carrying out an email marketing campaign and we gave a series of tips to take into account when it comes to how to optimize images in email marketing.
In this post we will focus on its importance and teach you how to carry out the weight optimization process without using graphic design tools so that your email marketing canadian ceo email lists campaigns are as efficient as possible and help improve your key metrics .
Improving and optimizing images in our email marketing campaigns is essential so that the recipient can view them correctly in the ideal size and weight, so that they are downloaded as quickly as possible and of course to avoid being classified as Spam.
[piopialo vcboxed=»1″]How to optimize images in a simple way for email marketing campaigns[/piopialo]
Consequences of not optimizing images in email marketing campaigns
A newsletter with several images taken with your own camera, phone or purchased from an unoptimised image bank slows down the download of the newsletter in the same way as an email with a few megabytes. It is true that with the improvement in internet speed and 4G band on mobile phones this download time is getting shorter, but if only for economy: why not optimise the size of the images?
There are many people who do not do it simply because they do not know how to do it, they simply attach the images and send them. Others do it because they lack time, and in the end it is a bit cumbersome to open the image editing program in question to adjust the ideal size and weight of the images. That is why in this post we want to emphasize its importance and show you how to optimize images in an easy way for email marketing campaigns.
When we are going to carry out an email marketing campaign to a database of 5,000 contacts, for example, we must understand that the sending platform is using the resources of a server to individually send an email to each of the recipients, that is, it will send 5,000 emails. If each newsletter weighs 5 megabytes, we must understand that the platform will use a bandwidth equivalent to 25 gigabytes and therefore much higher resources than those needed if the same information could be optimized. This affects the speed at which the shipments are processed.
Another no less important problem is anti-spam filters. Normally, these have a weight limit for an email. If the anti-spam filter detects that the weight of the images is excessively high and disproportionate, it will possibly consider that it is not an optimal email and will end up bouncing it or directly classifying it as spam, so that not optimizing images can lead to a very noticeable drop in openings.
[piopialo vcboxed=»1″]If an anti-Spam filter detects a newsletter with a high weight, it can classify it as spam[/piopialo]
Different email platforms incorporate HTML editors so that we can easily design, without any programming knowledge, a newsletter template with an attractive design that allows us to adjust the size of the images, although this does not change their weight.
How to optimize images in email marketing campaigns
Optimizing images for email marketing is a relatively simple task. We only need to be clear about three concepts: size, resolution and weight:
Size is the space an image occupies (length x width) and is usually measured in pixels or points (650px width X 200px height) .
Resolution is determined by the number of pixels in one inch of the image, and is measured in pixels per inch (ppi). The more pixels per inch, the higher the resolution. In an image for email marketing, using more than 72 dpi leads to an unnecessary increase in weight.
The weight is measured in megabytes or kilobytes and this value always depends on the size and resolution; the larger the size and higher the resolution, the greater the weight.
Tools to optimize images for email marketing campaigns
To improve deliverability in email marketing campaigns, we present below a selection of image optimization tools , easy to use and free so that you know how to optimize images .
[piopialo vcboxed=»1″]Tools to optimize images and use in email marketing campaigns[/piopialo]
GIMP Image Editor
One of the best open source image editing software for Windows, OS X and Linux. It supports many image formats with a customizable interface and a multitude of plug-ins for effects. You can download it for free from www.gimp.org .
