If you can get your team on board, use web safe fonts. Some great tools Litmus recommends for this are: This will do a lot to reduce the GIF size. When using animated GIFs, remove unnecessary frames. You can also consider using fewer images. The best way to decrease your email file size is to compress your images. Add everything up, and voila! What techniques can I use to decrease my file size? Are there any drawbacks to these techniques? You can then measure the size of all the images in your email. This will give you the weight of the HTML. The fastest and easiest way to see your email file size is… t o use Litmus ! You can see image size and load times, which can help you determine your overall file size. On the HTML front, this makes sense since it requires more code to build an email that is mobile optimized (think media queries, for example). It’s interesting to note that mobile-optimized emails tend to be heavier than non-mobile optimized email. We analyzed the average email file size and here’s what we found: Non-mobile optimized emails: If you’re targeting subscribers in a country with slow internet, for example, your ideal file size will be lower than someone focused on U.S. What’s the ideal email file size? Has the rise of mobile affected the ideal file size? Generally, keeping emails under 80KB where possible will help decrease some of these issues. Rather, it could be the result of the poor customer experience and engagement issues. In some cases, sending an email over 100KB may impact deliverability, but it may not be due to the size alone. Sending an email with an HTML weight of under 100KB has no impact on deliverability. Does email file size affect deliverability? The same applies to custom fonts while fonts are loading, the text in your email won’t render. Things get even trickier on mobile where loading images might make it look as though you sent an empty email. Subscribers won’t see the full narrative you’re trying to get across when heavy images are still loading. Heavy emails take longer to fully render, which can be a problem, especially when it comes to email engagement. Second, the loaded weight of your email determines how much bandwidth is needed to download-and see-your email. Why does email file size matter?īoth types of email file size covered earlier matter.įirst, the weight of the HTML is important because Gmail clips messages that weigh over 102kb. That being said, we don’t recommend sending a whole novel inside an email. A plain email with long paragraphs is rarely a problem. Other factors that impact email file size include coding style and custom fonts. The more frames your GIF has, the heavier it will be. Every frame in an animated GIF is essentially its own image. Including just one heavy image as your entire email can result in a very heavy email.Īnother popular culprit of heavy emails is animated GIFs. The same is true if you don’t compress your images. Sending an email with dozens of product images and descriptions will likely result in a heavy email. The first and most obvious factor is the length of the email. What are the factors that impact email file size? This includes the HTML of your email-as mentioned above-plus all of your assets, such as images, fonts, and videos. This includes everything needed to fully render your email. This includes HTML tables, text, links, and so on. We’re talking about bytes in the email HTML where each character is between 1 to 2 bytes. There are two ways to measure email file size: Read on to find out how to overcome your email file size and load times obstacles. If your subscriber can’t see your email, or it takes forever to load on mobile, it’s unlikely they’re going to engage or convert. Besides the fact that Gmail clips messages over a certain size, your email file size can also determine the bandwidth needed to download and see your email. While not the sexiest of email topics, it’s critical to building the right subscriber experience. And while they may have similarities, they are different issues which need to be taken into consideration. While we may agonize over subject lines, CTAs (call-to-action), and segmentation or personalization, there are some things we often forget: Email file size and email load times. That often manifests itself in content curation before designing and creating the email. When creating emails, we focus on building the best email for our audience. Enterprise Plan Boost collaboration and drive results.Litmus Plus Automate testing to ensure quality.Litmus Basic Build error-free, effective emails quickly.All Plans See solutions for companies of all sizes.
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