The questions we often get asked by ecommerce marketers we work with are:
- “Are there too many images in this email?/ "Is this email too heavy?”
- “Will this affect deliverability?”
As a rule, the use of image-only emails in ecommerce marketing is not recommended.
(💡 What constitutes an image-only email? Templates that are pretty much entirely image based, with almost no HTML text included.)
That said, using images in email marketing is not the risky-business it once was.
Back in the day, email images were something of a blind spot for spam filters - and would therefore often wreak havoc when it came to deliverability.
Nowadays, we have image-reading algorithms that can recognise - and approve - what’s inside an email, thus bringing an end to the militant auto-spamming we once saw. But that doesn’t mean image-only emails are now best practice.