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Summary

Gmail's 102KB size limit for HTML emails is a critical threshold; exceeding it results in email clipping, where the latter part of your message is hidden behind a "view entire message" link. This issue can significantly impact user experience and engagement, as recipients may miss key calls to action or important content.

What email marketers say

Email marketers frequently encounter Gmail clipping, especially when dealing with legacy templates or transitioning between ESPs. Their advice often centers on practical, immediate fixes and understanding how different platforms handle HTML. They emphasize the importance of efficient code and diligent testing to maintain content visibility.

Marketer view

Marketer from Email Geeks observes that transitioning an HTML welcome message to a new ESP can significantly increase its file size, leading to Gmail clipping, even with minor tweaks, and notes that longer tracking links from the new ESP (like SparkPost) might contribute to this increase.

1 Oct 2020 - Email Geeks

Marketer view

Marketer from Email Geeks suggests that excessive white space introduced by a new ESP's HTML formatting could be a factor in increased email file size and offers to review the HTML for specific insights.

1 Oct 2020 - Email Geeks

What the experts say

Experts in email deliverability and development provide deeper insights into the technical aspects of HTML email size. They highlight system-level contributions to file size, like tracking link encoding, and advocate for robust code hygiene practices beyond simple minification. Their perspectives often touch upon the balance between rich content and deliverability constraints.

Expert view

Expert from Email Geeks clarifies that their ESP's link tracking system might generate longer URLs compared to previous providers because it encodes destination data directly into the link for faster redirects, contributing to overall email file size.

1 Oct 2020 - Email Geeks

Expert view

Expert from Email Geeks agrees that excess white space within the HTML code is a significant contributor to increased email file size, validating its importance alongside other factors like link length.

1 Oct 2020 - Email Geeks

What the documentation says

Official documentation from major email clients and email development resources consistently highlights the 102KB limit for Gmail and provides best practices for managing HTML file size. They often detail the components that contribute to the overall size and recommend specific optimization techniques to avoid clipping.

Technical article

Documentation from Email on Acid specifies that to fix Gmail email clipping, one should use an HTML minifier, remove bloated code, and encode special characters to reduce the overall file size.

1 Jul 2021 - Email on Acid

Technical article

Klaviyo Help Center documentation clarifies that Gmail's clipping threshold is 102KB, and this limit includes all textual content, styling, links, and any other HTML elements within the email.

1 Jan 2023 - Klaviyo Help Center

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