How to reduce HTML email file size to avoid clipping in Gmail?
Summary
What email marketers say13Marketer opinions
Email marketer from Sendinblue shares that optimizing images is key, suggesting compressing images without sacrificing quality, using the correct image format (JPEG for photos, PNG for graphics), and setting appropriate image dimensions.
Email marketer from Really Good Emails says one should reduce the number of fonts used in emails. Each font adds weight to the HTML. Stick to web-safe fonts or use font stacks to minimize size.
Email marketer from Email on Acid shares that one should use CSS for styling instead of inline styles, as inline styles add to the overall file size. Also, external CSS files can be cached, reducing the size for subsequent emails.
Email marketer from Litmus explains that Gmail clips emails larger than 102KB. To avoid this, optimize images by compressing them and using appropriate formats, minify HTML and CSS code by removing unnecessary characters and whitespace, and reduce the overall amount of content in the email.
Marketer from Email Geeks suggests that the amount of white space in the HTML code could be contributing to the file size issue. The new ESP might format the HTML differently, adding extra white space.
Email marketer from StackOverflow suggests inlining critical CSS only and deferring the rest to an external stylesheet. This approach prioritizes above-the-fold rendering without bloating the initial HTML file size. They also advise using a CSS inliner tool to automate the process.
Marketer from Email Geeks suggests that if the user is using the ESP's web editor to make changes, addons like Grammarly might be injecting code into the HTML, increasing the file size.
Email marketer from Reddit recommends using a tool like HTML Crush to remove unnecessary whitespace and comments from the HTML code. This can significantly reduce the file size without affecting the visual appearance of the email.
Marketer from Email Geeks explains that SparkPost link tracking may create longer links which increases file size. They also suggest that white space could be a contributing factor.
Email marketer from an Email Marketing Forum states that avoiding excessive use of background images can help. Instead, use CSS for background colors and patterns, as images contribute significantly to the file size.
Email marketer from Mailchimp suggests using a preheader text to reduce the content in the main body. Preheader text provides a short summary of the email content, displayed at the very top of the email. This can reduce the need for excessive information in the body of the email, thereby reducing the HTML file size.
Email marketer from ActiveCampaign suggests avoiding nested tables. Nested tables increase HTML complexity and size. Try using CSS for layout instead.
Email marketer from Stripo suggests using a modular email design approach, reusing content blocks and templates to minimize redundant code. This reduces overall file size and makes email creation more efficient.
What the experts say1Expert opinions
Expert from Word to the Wise, Laura Atkins, explains that using a text-based email is the best way to prevent clipping. She also notes if HTML is needed, it should be as simplistic as possible. She also explains that including images as attachments are smaller in size.
What the documentation says4Technical articles
Documentation from Campaign Monitor advises using shorthand CSS properties to reduce the number of characters in your stylesheet. For example, instead of writing out margin-top, margin-right, margin-bottom, and margin-left separately, you can use the shorthand margin property.
Documentation from Google Developers states that Gmail limits the size of incoming messages. While not directly addressing clipping, reducing overall size helps ensure the message is fully received and displayed. Compressing attachments and linked content is recommended.
Documentation from HubSpot advocates using responsive email design techniques, particularly fluid grids and flexible images. These techniques allow your email to adapt to different screen sizes without relying on fixed-width layouts that can increase file size.
Documentation from W3C details that minifying HTML code involves removing unnecessary characters, whitespace, comments, and unused code without affecting the functionality of the HTML file. This reduces the file size and improves loading times.