Today’s the last “Trick or Treat” post in our series, and to end everything we have a double trouble feature!

The more images you include, the more enticing the email is.


Don’t get us wrong, images are an awesome tool to advance the aesthetic of your emails, but they should rarely be the main event. Too many images can throw off the text to image ratio and that can get Internet Service Providers (ISPs) spooked that you’re sending spam! We recommend keeping your text to image ratio between 60:40 and 70:30 to make sure it won’t affect your deliverability! As Jacob Hansen says in the video below, “get your point across first, look cool second.”

Also keep in mind that the use of images (or lack thereof) can be pretty specific to your industry. If you’re a Halloween store and you’re talking about the new shipment of horrifying masks you just got in, by all means you better show those masks off! If you’re a data company and you’re emailing your subscribers about how to clean data for use in reports, images may not be so important. But as always, you have to test and see what your subscribers respond to best!

Tip: All images you include should have relevant ALT text in case a recipient doesn’t have images enabled.

Legal requirements are best practices.


To say you’re following best practices means you would need to be doing more than just being legally compliant. You absolutely need to follow the United States’ legislation (CAN-SPAM), the Canadian Anti-Spam Legislation (CASL), the Russian Data Localization Law, etc., but those rules are the very bare minimum.


5 Common Email Misconceptions from SendGrid on Vimeo.

If you’re interested in learning more about email best practices, check out our SlideShare Email Marketing 101: Strategy.

Kate Schmeisser
When Kate isn't trying to teach herself the ukelele, make it through the mountain of books on her nightstand, or figure out if they are actually being serious about suggested serving sizes on ice cream, she is the Creative Content Manager.