Posted by Jay Wilkinson

Mistake #3: Too Many Graphics​

Everyone loves a compelling image, pretty pictures and great design, but when it comes to your email newsletter, too much of a good thing can be bad.

When you’re building your e-newsletter—or any email marketing piece for that matter—use the “80/20 rule.” What I mean by this is 20% of the content in your email should be graphics and 80% should be text. It should always be more text heavy than graphic heavy.

Why? Because several big graphics in one email message can take a long time to load, and many subscribers may have their graphics turned off, so they won’t see them anyway. Also, the more graphics you have in one piece, the more likely you're going to end up in someone's spam folder.

However, this doesn’t mean make your emails text-only and bland looking, so don’t run that direction, either. Of course, your e-newsletter should look great with a compelling image and a well-designed template. I’m just saying, don’t overload your content with several big images, and be sure to minimize the vertical height of your main image so it doesn’t push important copy too far down the page.

Aim to engage your reader with an engaging design and a focused, relevant message—if you can do this, you’re on the right path.

Want to know more? Make sure you don’t miss the other parts of the “6 E-Newsletter Mistakes to Avoid" series:
Part One, Part Two, Part Four, Part Five, and Part Six