When and how to use images in B2B emails

Discussing the use of images in B2B emails has sparked a debate on LinkedIn, highlighting the divisive nature of the topic. Many are torn between whether or not images have a place in B2B communication.

Sharing an example of a work email that led to this discussion, it’s evident that the presence of images can impact the overall experience for both senders and recipients.

While the desire to create visually appealing B2B emails is strong, it’s important to consider the limitations of email clients like Outlook. Elaborate designs may not render well in Outlook inboxes, where images are often disabled by default.

Despite these challenges, the value of using images in B2B emails cannot be overlooked. Visual content has the power to convey a message more effectively than text alone. To strike the right balance between text and images in your B2B emails, here are some key considerations to keep in mind:

Less is more, but not never

Before making any design changes, analyze your inbox reports to understand how your emails are performing. Simplifying your designs, especially for Outlook users, can help ensure better compatibility and engagement.

Optimizing your email designs for Outlook compatibility is crucial for maximizing the effectiveness of your B2B campaigns.

Get inspired by other B2B designs

Explore innovative B2B email designs from platforms like Really Good Emails to gather inspiration for your own campaigns. Learn from successful formats and adapt them to suit your brand’s needs.

Dig deeper: How to produce brand-approved email designs on time and on budget

Align your email design with your audience’s expectations

Consider your audience’s preferences when incorporating images into your emails. Tailor your designs to meet their expectations and provide valuable content that encourages image downloads.

Customize images based on the recipient

Personalize your images based on the recipient’s profile to enhance engagement. Dynamically adjust header images and supporting content to cater to individual preferences and interests.

Use alt text strategically

Utilize alt text not only for accessibility but also to entice recipients to download images. Craft engaging alt text that conveys the purpose of the image and sparks curiosity among viewers.

Deploy hidden images to detect security bots

Explore unconventional uses of images, such as utilizing hidden images to detect security bots. By strategically inserting hidden images, you can gather valuable insights on recipient engagement.

Optimize image dimensions for email clients

Ensure your images are optimized for various email clients by keeping dimensions within recommended limits. Oversized images can disrupt email layouts, especially in Outlook, leading to a poor user experience.

Avoid text in images

Avoid embedding text within images, particularly for Outlook users. Text within images may appear blurry or unreadable, impacting the overall effectiveness of your email communication.

Dig deeper: Stop insulting your audience with this email behavior

Test, test and test again

Prioritize testing your email designs across various email clients using rendering tools. Thorough testing ensures that your emails are displayed correctly and engage recipients effectively.