Posted by Jay Wilkinson

One of the most common mistakes that NPOs make in their email marketing efforts is assuming that all of their email recipients will be able to see the graphics in the message. The truth is, they often won’t.

Depending on which email client a person uses, there could be a default setting that automatically turns off the display of graphics. This is because graphics are big files and they tend to crowd inboxes even further, slowing down email and making it even more tedious than it is.

When you build email messages, it’s important to design them so that people can read them and understand your message, even if they don’t see graphics. This means that you need to be sure your headlines and the information at the top of your email messages are in text—this way recipients can read what the message is about before they click to see the graphics.

Just as email clients will weed out text-heavy messages, they’ll also send image-heavy emails to the spam folder. Here are three important tips to keep in mind when using graphics in your email marketing:

Shrink images.
Smaller images can help you create a balance between graphics and text.

Use restraint.
You may have a few images that you want to include, but pick the most appropriate and stick with one. It will make your message cleaner and less sluggish.

Don’t send an email that is just one big graphic or image file.
Be sure to include text. Email clients look for text keywords in emails and newsletters to decide whether or not to let these messages through to the inbox. A 100% graphics file will likely get labeled as spam.

Remember—your best and most visually appealing email marketing campaign will only be effective if it makes it to the inbox and actually gets opened by your reader.