As the saying goes, the more things change, the more they stay the same. Back in the day, web page file sizes were important for load times and search engine optimization, and this still holds true today. With customers’ short attention spans, every second counts, and there’s a 7% chance they’ll leave for good if they have to wait for a webpage or email to load. This is particularly important for email marketing, as more and more people are checking their emails on mobile devices with slower data transfer times.
However, including graphics in emails is also crucial, with an estimated 94% of people being more attracted to emails with graphics. This creates a dilemma for email marketers, as larger graphics files can slow down load times and potentially drive customers away.
To combat this, email marketers need to pay close attention to the size of their graphics files. This can be achieved by selecting images with small file sizes and using smaller images to begin with. Additionally, there are three factors that influence the size of an image: image format (JPEG, PNG, GIF), image dimensions (height and width), and image compression.
When it comes to image formats, GIFs should be avoided unless there’s an automated photo involved. JPEGs are ideal for images with lots of colors, while PNGs are better for simple images with only a few colors.
Image sizes also play a significant role in file sizes. Images straight from a camera often have high resolution and large dimensions, which are not suitable for emails. By resizing images to smaller dimensions, file sizes can be reduced significantly.
Finally, image optimization can further reduce file sizes without compromising image quality. There are free tools and plugins available online that can compress images by up to 80% without any visible loss in quality.
Optimizing image file sizes is crucial for email marketing, as it helps to keep load times low and retain customers’ attention on their mobile devices. By making it a habit to optimize graphics files, email marketers can ensure that their emails are effective in attracting and retaining customers, ultimately leading to increased revenue.