Why are my emails going to the promotions tab in Gmail? - Knowledge Base

Summary

To effectively reduce HTML email file size and prevent clipping in Gmail (which occurs at 102KB), a multi-faceted approach is essential. Key strategies include optimizing HTML code by removing unnecessary whitespace, comments, and nested tables, as well as using shorthand CSS and external stylesheets. Optimizing images through compression and using appropriate formats (JPEG for photos, PNG for graphics) is also vital. Limiting content, by employing preheader text and reducing the number of fonts, further minimizes file size. Google Developers highlights Gmail's size limits and recommend compressing attachments and linked content. Laura Atkin recommends using text based emails where possible. Finally, using tools like HTML Crush and CSS inliners can automate much of the optimization process.

Key findings

Gmail Clipping Limit: Gmail clips emails exceeding 102KB in file size.
Code Optimization: Minifying HTML, CSS, removing whitespace and comments, and avoiding nested tables significantly reduce file size.
Image Optimization: Compressing images, setting appropriate dimensions, and using proper formats (JPEG, PNG) are crucial.
Content Reduction: Using preheader text and minimizing the number of fonts helps reduce content in the main body.
CSS Strategies: Using external stylesheets, shorthand properties, and inlining critical CSS helps optimize file size.
Text Based Emails: Text based emails are the best option for avoiding clipping.

Key considerations

Image Quality vs. Size: Balance image compression with visual quality to avoid pixelation and reduced impact.
Cross-Client Compatibility: Test email designs across multiple email clients to ensure consistent rendering and functionality.
Tool Integration: Ensure HTML minification and CSS inlining tools are compatible with your development workflow.
Maintenance Overhead: Consider the maintenance implications of minified code and structured templates.
Link Tracking Impact: Assess the impact of link tracking on overall email size.
Text Email Design: Consider the impact of text-based emails on user engagement and branding, as they lack visual elements.

What email marketers say

13 marketer opinions

To reduce HTML email file size and prevent clipping in Gmail (which occurs at 102KB), the primary strategies involve optimizing code, images, and content. Code optimization includes minimizing whitespace, avoiding nested tables, using CSS (especially external stylesheets) instead of inline styles, and inlining only critical CSS. Image optimization focuses on compression, using appropriate formats (JPEG for photos, PNG for graphics), and setting proper dimensions. Content reduction can be achieved by using preheader text effectively, reducing the number of fonts, and employing modular design to reuse code blocks. Avoiding excessive background images and using HTML minification tools are also helpful.

Key opinions

Gmail Clipping Limit: Gmail clips emails exceeding 102KB in file size.
Code Optimization: Minifying HTML, CSS, and avoiding nested tables significantly reduces file size.
Image Optimization: Compressing images and using appropriate formats (JPEG, PNG) is crucial.
Content Reduction: Using preheader text and reducing the number of fonts helps minimize content in the main body.
Whitespace & Comments: Removing unnecessary whitespace and comments from HTML code reduces file size.
CSS Styling: External CSS files are cached reducing the size for subsequent emails.
Inlining CSS: Inline critical CSS only to not bloat the intial HTML file size.

Key considerations

Image Quality vs. Size: Balance image compression with visual quality to avoid pixelation or blurriness.
Responsive Design: Ensure responsive design doesn't inadvertently increase file size due to complex layouts.
Testing: Test emails across various email clients to ensure that your changes are effective and don't introduce rendering issues.
Tool Compatibility: Ensure HTML minification and CSS inlining tools are compatible with your email development workflow.
Link Tracking: Be aware that link tracking can increase file size.
Modular Design: The need to design emails in a modular way by reusing content.

Marketer view

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.

13 Dec 2022 - Sendinblue

Marketer view

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.

16 Sep 2023 - Really Good Emails

What the experts say

1 expert opinions

To prevent HTML email clipping in Gmail, Laura Atkins from Word to the Wise recommends using a text-based email. If HTML is necessary, she advises keeping it as simple as possible. She also suggests attaching images, as they are smaller in size when attached rather than embedded.

Key opinions

Text-Based Emails: Text-based emails are the most effective way to avoid clipping.
Simple HTML: If HTML is required, keep the code as simplistic as possible.
Image Attachments: Attaching images rather than embedding them reduces email size.

Key considerations

User Experience: Consider the impact of text-based emails on user engagement and branding, as they lack visual elements.
HTML Simplification: Determine which HTML elements are essential and which can be removed without sacrificing functionality.
Attachment Handling: Ensure recipients can easily access and view attached images, as they may require extra steps compared to embedded images.

Expert view

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.

4 Jan 2023 - Word to the Wise

What the documentation says

4 technical articles

To reduce HTML email file size and avoid clipping in Gmail, documentation suggests several key strategies. Google Developers highlight Gmail's size limits and recommend compressing attachments and linked content. Campaign Monitor advises using shorthand CSS properties to reduce stylesheet size. HubSpot advocates for responsive email design with fluid grids and flexible images to adapt to different screen sizes without fixed-width layouts. W3C recommends minifying HTML code by removing unnecessary characters, whitespace, comments, and unused code.

Key findings

Gmail Size Limits: Gmail has size limits for incoming messages, impacting complete email display.
Shorthand CSS: Using shorthand CSS properties reduces stylesheet size.
Responsive Design: Responsive email design adapts to screen sizes without increasing file size due to fixed layouts.
HTML Minification: Minifying HTML removes unnecessary elements, reducing file size.

Key considerations

Attachment Compression: Ensure attachments are compressed efficiently without losing essential information.
CSS Compatibility: Verify shorthand CSS properties are compatible across different email clients.
Responsive Testing: Thoroughly test responsive designs on various devices and email clients to ensure proper rendering.
Minification Impact: Assess the impact of HTML minification on code readability and maintainability.

Technical article

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.

22 Mar 2025 - Campaign Monitor

Technical article

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.

25 Apr 2022 - Google Developers