What is Text to Image Ratio?
The text to image ratio refers to the balance of text and images in an
email campaign. This ratio is critical because email service providers (ESPs) and spam filters analyze it to determine whether your email is likely to be spam.
Why is it Important?
Ignoring the text to image ratio can lead to several issues. First, emails with a high image to text ratio can be flagged as spam, reducing your
delivery rate. Second, emails that are too image-heavy may not load properly on all devices, leading to poor user experience. Lastly, images often don’t display correctly if the recipient’s email client has image blocking enabled.
Common Misconceptions
One common misconception is that visually appealing emails must contain numerous images. While images can enhance
engagement, relying too heavily on them can be detrimental. Another myth is that text-heavy emails are boring. On the contrary, well-crafted textual content can be compelling and informative.
What’s the Ideal Ratio?
While there isn't a one-size-fits-all approach, a commonly recommended ratio is 60:40, favoring text. This ensures that your email is balanced and more likely to pass through
spam filters successfully.
How to Achieve the Right Balance?
Use images to complement the text rather than replace it. Ensure that your images have
alt text so that the message remains clear even if the images don’t load. Make sure that the text provides substantive value, encouraging recipients to engage with your content.
Technical Considerations
Images can slow down the loading time of your email, especially on mobile devices. Many
email clients also have default settings to block images. Therefore, it’s crucial to test your emails across various clients and devices to ensure they render correctly.
Best Practices
Use a mix of text and images to maintain a balanced ratio.
Include alt text for all images.
Test your emails across different clients and devices.
Avoid using one large image as the entire email content.
Ensure that the text provides clear and concise information.
Conclusion
Ignoring the text to image ratio in email marketing can have serious repercussions, from deliverability issues to poor user experience. By maintaining a balanced ratio, using
alt text, and testing your emails, you can create effective and engaging email campaigns. Remember, the goal is to provide value to your recipients while ensuring that your emails reach their inboxes.