Using images in emails is a balancing act. Use too few, and your message can get ignored. Use too many, or the wrong image formats, and your email can land in the spam folder, load poorly, or end up blocked completely.
Used well, images can tip the balance in your favor. A strong product photo can accomplish in seconds what a paragraph often can’t. According to Vero, an email marketing service, emails with relevant visuals had a 42% higher click-through rate than text-only emails.
Here’s a look at the best image size and dimensions for emails, how to embed images in emails, and example emails to inspire your strategy.
What are embedded images in emails?
Embedded images in emails are visuals like photos, logos, banners, and illustrated graphics that appear directly in the email body and display automatically when the recipient opens it. Coded directly into the email’s body, embedded images are common in all types of marketing emails, including newsletters and sales follow-ups. You can also hyperlink these images to direct users to landing pages.
Attached images, which require a separate download, or linked images, which load from an external server, are not embedded images. That said, many email marketing campaigns use linked images to keep the file size manageable, because smaller file sizes ensure faster load times. Attached images are less common in marketing emails; they require extra steps to view, can increase email size, and may trigger spam filters, making them less user-friendly than embedded or linked images.
Best email image file size and dimensions
There’s no one standard image size, but there are clear industry benchmarks. Most email clients (like Microsoft Outlook, Apple Mail, or Mozilla Thunderbird) comfortably display images 600 to 800 pixels wide. This size fits a standard email template and scales well on mobile devices.
Large images look great, but risk slow loading, clipping (where part of the image is cut off), or image fails (where an image doesn’t load at all). Many email service providers impose file size limits on images to ensure speedy load times and reduce spam risk. To play it safe and ensure your images load properly:
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Keep individual image files under 200 kilobytes
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Always compress images before uploading when a smaller file size is more important than maximum quality (but keep original high-resolution files for printing, editing, or archival purposes)
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Choose high-quality images that look sharp at their actual display dimensions, and then resize and compress them to reduce file size without sacrificing visible quality
If you’re using a service like Shopify Messaging, the templates show optimal dimensions for your images. Its drag-and-drop builder automatically resizes and optimizes images in your email template, reducing the risk of poor quality rendering across devices.
How to embed images in emails
The most common image embedding methods include using drag-and-drop editors, externally hosting inline images, and CID embedding.
Drag-and-drop editors
Tools like Shopify Messaging let you add images directly into layouts. Images are hosted externally and referenced in the HTML body. These are technically linked images, but they appear embedded. To do this, upload your image into the editor’s image block, resize it within the layout, and preview it on desktop and mobile before sending.
Externally hosted inline images
For custom emails, you can add images using an HTML tag (<img>) that references an externally hosted image. The image is not attached to the email—not considered inline embedding—but it displays inline with the text, giving the appearance of being embedded. In practice, this means uploading your image to a content delivery network (CDN) or your site’s file library, then inserting the image URL into the src attribute of the tag along with alt text. The image’s URL or file location tells the email where to find the image. This method is lightweight and widely used in marketing emails.
CID embedding
Content ID (CID) image embedding attaches the image to the email as a separate file and references it in the HTML using a unique content ID. The image displays inline in the email body without relying on an external server. CID embedding works well in many mobile and desktop clients, but may not display consistently in web-based email clients like Gmail or Yahoo Mail.
Most merchants don’t need to touch HTML code to effectively embed images. Today’s email service providers (ESPs) make the process easy with visual, drag-and-drop editors as described above. The ESP automatically generates the right HTML and ensures the image displays properly across different email clients.
“We design using Figma, we take image slices, we export them, we compress them, we drop them into Klaviyo,” says Jacob Sappington, director of email strategy at Homestead Studio, on an episode of Shopify Masters. “It allows us to control the brand better,” says Jacob. That workflow—design, export, compress, embed—is the sweet spot for many merchants.
Best practices for embedding images in emails
- Choose the right images for the job
- Balance images with text
- Optimize your images
- Illustrate your offerings
Creating great emails with images is easy, so long as you choose appropriate visuals, balance with the right text, and optimize for conversion:
Choose the right images for the job
Choose images that reinforce your message. A product launch might need sharp, detailed photography. A quick announcement or reminder email may only need a logo or simple graphic to anchor the message. Lifestyle imagery can reinforce brand identity, while generic stock images can dilute your brand’s credibility and feel interchangeable.
The goal is relevance. Images should clarify the message, guide the reader’s eye, or create momentum toward a call to action (CTA), not replace the copy. If an image doesn’t help someone understand what’s being offered or why it matters, it’s not earning its place in the email.
Fishwife‘s email makes its message clear that a sample pack is the easiest way to get familiar with the brand. Every image supports that idea. The stacked tins visually signal variety and abundance, answering the unspoken question—What do I get?—without requiring extra copy. The bright, distinctive packaging reinforces brand personality and quality, while the free-shipping badge removes friction for first-time buyers. Nothing here is decorative for decoration’s sake.
Balance images with text
Strong email design treats images and text as partners, not competitors. Images set the mood, establish brand identity, and grab attention. Text explains the message, provides context, and guides the reader toward understanding and action. Emails that rely too heavily on images risk losing impact when images don’t load, trigger spam filters, or get skimmed too quickly on mobile devices. Walls of text without visual hierarchy feel dense and easy to ignore.
Camillette’s hero image conveys product desirability through a close-up lifestyle shot that matches the brand’s aesthetic. The promotional message, “15% discount on your first order,” layers on top of the image but is reinforced below with clear text, a visible discount code, and a high-contrast CTA button. If the image fails to load, the discount offer remains clear.
It also illustrates why alt text is essential. It ensures that screen readers can describe images for visually impaired subscribers and provides fallback context if images are blocked. Every meaningful image should include descriptive alt text, which you can add in the image settings of most email platforms.
Optimize your images
Optimized images that are compressed, correctly sized, and saved in the right format load quickly and render consistently across email clients. The right image format matters just as much as size. JPEGs work best for rich photography like food or lifestyle shots, while PNGs are better for graphics with transparency or sharp edges like logos.
Mobile optimization should come before desktop optimization, since most users now read emails on smartphones. Email clients scale images down but not up, meaning large images optimized for desktop often compress poorly or crop awkwardly on mobile. Design your images at mobile-friendly widths (typically 600 pixels or less), compress before upload, and preview across devices.
Milk Bar’s email is optimized for mobile. The hero image is tall, narrow, and vertically composed—perfect for a smartphone screen. There is no wasted horizontal space, no tiny text in the image, and no need to pinch or zoom. The dessert shot fills the frame without overwhelming it, ensuring the product looks indulgent while still loading cleanly on mobile devices.
Illustrate your offerings
Images in emails help customers understand what they’re buying. The most effective visuals demonstrate your offering, especially for products where sensory details matter. This reduces uncertainty and helps readers quickly decide whether the product fits their needs.
Glossier pairs two complementary image types. First, there’s a close-up product shot highlighting texture and packaging, showing exactly how the Milky Jelly Cleansing Balm looks and dispenses. Then there’s an in-use shot, reinforcing the benefits with visual proof rather than copy. It’s “show, don’t tell” in action.
In your email campaigns, illustrate one core benefit per image. Use close-ups for ingredients, finishes, or details; use lifestyle or in-use shots for outcomes. Images should clarify the offer, not just decorate it.
Email image FAQ
What is the best way to embed images in an email?
With most email marketing software, you can embed an image with a drag-and-drop editor. This helps you avoid slow load times associated with large, attached images, improves email deliverability, and works across most email clients.
How do I get images to show in emails?
Use properly sized images, include alt text, host them on a reliable content delivery network, and avoid sending images separately as attachments.
What is the difference between embedding and linking an image in an email?
Embedding places the image directly inside the email body. Linking requires the reader to click to view the image elsewhere. Marketing emails should almost always embed images inline.
Why do emails block images?
Some email clients block images by default to protect privacy. Good design—through strong copy, layout, and alt text—ensures the email still works even when images don’t load.
