Email visuals should make the message easier to understand and act on. A product view, useful diagram or clear preview can help; adding more decoration does not automatically improve engagement.
Choose the job for each element, then test what the message looks like when images are blocked, the screen is small or the recipient uses assistive technology.
Use images that explain something
Show the relevant product detail or idea accurately, using assets you have permission to publish. Resize and optimize images for the actual layout while keeping text and essential details readable. Avoid placing the entire email, price or important conditions inside one large picture.
Keep charts and information available in text
A simple chart can clarify a comparison if its units, date and source are clear. Check the scale and labels, and put the main conclusion in ordinary text too. A dense infographic designed for a desktop page may be difficult to read inside a phone email.
Write useful alternative text for meaningful images, and treat purely decorative images appropriately. Mailchimp’s accessibility guidance explains why image descriptions and clear link labels matter. Test the actual reading experience rather than assuming every screen reader or email client behaves identically.
Use motion when it serves the idea
A short demonstration may augment engagement when the audience needs to see a process. Embedded-video support varies, so a linked preview and a descriptive text link are practical alternatives to test.
Tools can animate static images, but a moving image should still have a purpose and suitable rights. Make the first frame meaningful, keep the file manageable and avoid rapid flashing or distracting repeated movement. Essential information should not depend on the animation playing.
The original conceptual email animation below illustrates motion as a format. It is not a recording of a real campaign, an email-client playback test or evidence of an A/B-test result. Consider whether a still frame or short text explanation would communicate the same idea more comfortably.
Choose readable type and contrast
The right font is one the audience can read in the actual email context. Use a sensible fallback when a branded font is unavailable, and test text size, spacing and hierarchy on small screens rather than insisting that every design use one universal size.
Keep sufficient contrast between meaningful text and its background. Do not use color as the only way to identify a required action or important status. Account for dark-mode and client rendering differences when testing, rather than assuming the editor’s preview is the final appearance.
Make the action understandable without a picture
For an email marketing campaign, label a button or text link with the action it performs. Use adequate spacing and an accessible destination. A button is not automatically more effective than a text link; the reader still needs a relevant reason to continue.
Maintain a logical reading order and give each section one clear purpose. A single-column layout may be a useful starting point, but the actual content and client behavior should determine whether the result works.
Test the route from email to outcome
A video thumbnail image should link to the intended viewing page and have a clear text alternative. Check that the hosted video works on a phone, has appropriate captions or a transcript and offers a relevant next step.
Send controlled tests to common email clients, review image-blocked and plain-text versions, and verify every link. Test tools can reveal problems but cannot guarantee perfect rendering or inbox placement for every recipient.
Measure useful clicks, qualified inquiries or successful actions as well as apparent opens. Compare a specific visual change with a clear simpler version when practical. Keep the visuals that help the audience understand and act, and remove those that add weight or confusion without a useful result.
Meet the Author
Elaina Lai is a seasoned email marketer whose expertise in crafting compelling subject lines, analyzing campaign performance, and segmenting email lists has resulted in a consistently high open and click-through rate for her clients. She is passionate about staying up-to-date on the latest email marketing best practices and technology, and loves finding new and innovative ways to drive results for her clients.
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