Why is Gmail not clipping my emails over 102kb?

Key findings

• HTML size is key: The 102KB limit primarily applies to the raw HTML code of the email, not the total message size including externally hosted images.
• Inconsistent clipping: Some users report that large emails (even over 200KB of HTML) are not clipped, while others observe clipping for messages only slightly exceeding 102KB.
• Sender reputation influence: A strong sender reputation may sometimes allow emails to bypass clipping even if they are slightly over the size limit.
• Client-specific behavior: Clipping can vary between desktop and mobile Gmail clients, or even different versions of the app.
• Cumulative thread size: In email threads, the combined size of all messages can cause clipping even if individual replies are small.

Key considerations

• Prioritize HTML optimization: Always strive to keep your email HTML as lean as possible by removing unnecessary code, comments, and inline CSS where feasible.
• Monitor template changes: New or significantly modified email templates should be rigorously tested for size.
• Test across clients: Verify clipping behavior across various Gmail environments (web, Android, iOS) to understand the full user experience.
• Impact on engagement: Remember that clipped emails require an extra click, which can reduce recipient engagement and calls to action.
• Utilize size checkers: Use online tools to accurately measure the HTML size of your emails. This Email on Acid article provides guidance on this.
• Sender reputation management: Focus on maintaining a high sender reputation, as it may implicitly grant more leniency from Gmail's filtering systems.

Key opinions

• Perceived inconsistency: Many marketers report instances where emails well over 102KB were not clipped in their tests, while others experienced clipping for much smaller size differences.
• Outlook's size metrics: There is often confusion about how email clients like Outlook report email size, with assumptions that they might include images, rather than just the HTML.
• HTML-specific limit: Marketers generally confirm that the 102KB limit refers to the HTML content, not the overall message payload including linked images.
• Assume clipping: Despite individual test results, many recommend operating under the assumption that emails over 102KB HTML will likely be clipped for most recipients.
• User-level variations: The idea that Gmail might have user-specific overrides for clipping is discussed, though no direct settings are found.

Key considerations

• Focus on HTML weight: Regardless of observed inconsistencies, striving for a lightweight HTML structure is the best practice to avoid clipping.
• Content and image optimization: Beyond HTML, optimize image sizes and ensure they are linked externally to prevent inflating message size.
• User experience first: Design emails to convey the core message and calls to action effectively, even if clipping occurs.
• Pre-send checks: Utilize email testing platforms to check for potential clipping issues before a major send. This Mailchimp guide provides helpful advice.
• Adapt to template performance: If a template consistently causes clipping, consider redesigning it or breaking up content into shorter messages.

Key opinions

• HTML and reputation: Experts state that clipping occurs when HTML exceeds 102KB, but a good sender reputation might sometimes prevent it, highlighting a correlation.
• HTML-only limit: The 102KB rule is confirmed to apply strictly to the HTML code, excluding linked images.
• Dynamic decision-making: Gmail's processes are highly variable, with many factors influencing outcomes, including clipping, making it unpredictable.
• Possible user-level overrides: There's a speculation that Google might implement user-specific overrides that impact clipping, although no direct settings are publicly available.
• Consistency of the rule: Despite occasional exceptions, the 102KB rule is largely consistent, and senders should design with it in mind.

Key considerations

• Maintain reputation: A strong sender reputation is paramount for overall deliverability, potentially influencing clipping behavior.
• Accurate size measurement: Rely on tools that specifically measure raw HTML size rather than total message payload to gauge compliance with Gmail's limit.
• Proactive testing: Regularly test emails across various Gmail environments to detect clipping issues before they impact a wide audience.
• Code hygiene: Strive for clean, minimal HTML code. This includes removing redundant tags, unnecessary attributes, and excessive inline styling.
• Consider alternatives to large emails: For very long content, consider using a summary in the email and linking to a full web version. This Word to the Wise resource emphasizes balancing content and deliverability.

Key findings

• HTML size is the trigger: Gmail primarily clips emails when their raw HTML content, including inline styles and text, exceeds 102KB.
• Clipping notification: When an email is clipped, Gmail inserts a "[Message clipped] View entire message" link for recipients to view the full content.
• Excludes external assets: The 102KB limit does not typically include the size of images or other assets linked from external servers.
• Impact on user experience: Clipping can negatively affect recipient engagement, as it adds an extra step and may obscure calls to action.
• Mobile considerations: Some sources indicate that mobile Gmail clients might apply even stricter, unstated limits or display behavior.

Key considerations

• Minify HTML: Use minification tools to reduce the size of your HTML and CSS code, removing whitespace and unnecessary characters. This is a common technical best practice.
• Avoid hidden content: Even content that is hidden or commented out in your HTML still contributes to the file size and can cause clipping.
• Optimize image usage: While images don't count towards the HTML limit, large image files can still impact load times. Ensure images are optimized and linked externally. This aligns with principles like those in RFC 5322.
• Modular design: Employ a modular email design approach to keep individual sections concise and prevent overall email bloat.
• Review email threads: Be aware that long email conversations where previous messages are quoted can quickly reach and exceed Gmail's cumulative size limits, leading to clipping in the thread view. This is a common deliverability challenge.