Best Practices
      Back to home
      1. Knowledge Base
      2. Marketing Services
      3. Best Practices

      Email Marketing Best Practices: Deliverability & Spam

      Creating an effective email is crucial for engaging customers and driving results. By following best practices in design, content, and structure, you can ensure your emails are both visually appealing and functional across different devices and email

      1. Maintain a 70/30 Live Text to Image Ratio
        • To improve deliverability and accessibility, emails should consist of at least 70% live text and no more than 30% images. This ensures your content is readable even when email clients disable images.
        • Use live text in the drag-and-drop builder for key messages, headlines, and CTAs while reserving images for visual appeal.
      2. Optimize Images for Performance
        • Use images that are 600 pixels wide to ensure proper display across devices.
        • Keep image file sizes under 400KB to improve load speed.
        • Recommendation: Compress images using TinyPNG to reduce file size without sacrificing quality.
      3. Ensure Accessibility 
        • Use ALT text for all images to enhance accessibility and provide context when images don’t load.
        • If an image contains text, ensure the ALT text includes all the essential information so visually impaired users or those with disabled images can still understand the message. This is crucial for maintaining accessibility and ensuring that key content is not lost if images fail to load.
      4. Optimize Load Time and Deliverability
        • Use web-safe fonts to prevent rendering issues.
          • Live Text should use the following web-safe fonts: Arial, Courier, Georgia, Lucida Sans, Tahoma, Times New Roman, Trebuchet MS, or Verdana.
          • A font not considered "web-safe" means that it might not be available to all recipients of your email. If the font is not available, the recipient will see a fallback font.
      5. Keep Content Concise and Scannable
        • Use short paragraphs and bullet points to make content digestible.
        • Stick to a single primary goal per email to avoid overwhelming the reader.
        • Avoid using ALL CAPS and excessive punctuation to maintain readability and professionalism.

        Conclusion


        By implementing these best practices, you can create well-structured, engaging, and high-performing emails with Fishbowl. A strategic balance of live text and images, ALT Text, mobile optimization, and clear messaging will help maximize engagement and deliverability.