Designing a well functioning and aesthetically engaging email is a balancing act.
On one hand, an email containing only text will load quickly and is less likely to have important information blocked. But, it may bore people or be less scannable for the reader on the go.
On the other hand, an email designed as a single image which includes all your content or messaging allows for far greater layout and design flexibility, such as the utilization of fonts otherwise not supported by most recipients’ computers. But an email that is simply one beautiful image may never be seen.
Emails should include images to improve or enhance the message or content. And remember, never include important information (such as the date of an event in a Save the Date email) in an image unless you also include it in your text.
For more on this as well as other email no-nos, such as including too many (or too few) links, read “8 common email marketing mistakes” by Laura Reuter.
