Sending image-only emails can lead to several issues that negatively impact their effectiveness and accessibility. Here are the key reasons to avoid this practice:


1. Images May Be Blocked by Email Clients

Many email clients disable images by default to protect users from potential security risks. If your email consists solely of images without appropriate ALT text, recipients may see blank spaces, missing the entire content of your message. This can lead to decreased engagement and a poor user experience.


Example of a design where image loading is not taken in account


2. Accessibility Challenges

Relying exclusively on images can make your emails inaccessible to visually impaired subscribers who use screen readers. Screen readers cannot interpret images without descriptive ALT text, preventing these users from understanding your message. Additionally, text embedded within images cannot be resized or translated, posing challenges for users with visual impairments or those who speak different languages.

3. Increased Likelihood of Being Marked as Spam

Image-only emails are often associated with spam, as this tactic is commonly used by spammers to bypass text-based filters. Consequently, such emails are more likely to be flagged by spam filters, reducing deliverability.

4. Slow Loading Times and Data Usage

Large image files can cause emails to load slowly, especially on mobile devices or with slow internet connections. This delay can frustrate recipients and lead to decreased engagement. Moreover, loading large images consumes more data, which can be a concern for users with limited data plans.

5. Poor Mobile Optimisation

Images may not scale properly on different devices, leading to readability issues. Text within images can become too small on mobile screens, and without responsive design, users may need to zoom in to read content, resulting in a suboptimal experience.

Best Practices

To enhance the effectiveness and accessibility of your emails:

  • Use Live Text: Incorporate actual text instead of embedding it within images. This ensures content is visible even if images are blocked and improves accessibility for screen readers.

  • Optimize Images: Compress images to reduce file size, ensuring faster loading times.

  • Include ALT Text: Provide descriptive ALT text for all images to convey information when images are not displayed.

  • Design for Responsiveness: Ensure your email design adapts to various screen sizes and devices for optimal viewing.

By following these practices, you can create emails that are engaging, accessible, and more likely to reach and resonate with your audience.