Using Retina Images in Email

by | Sep 19, 2018

Mailchimp experts, email marketing agency

As marketers, we want to ensure we portray our brand to the best of our ability. There are a number of different factors to consider, such as subject lines, campaign layout, content, etc. But images play an important part too, in catching the reader’s eye and making the e-mail visually appealing.

Computers with high-DPI (dots per inch) show images much more clearly. Therefore, if you’re not taking these displays into consideration then you run the risk of your images appearing blurry and pixelated.

How do I stop this?!

A high-DPI display will have twice as many pixels per inch than normal, therefore if your images are twice as large then this will display twice as many pixels when scaled down in e-mail — now you have a retina image!

Let’s look at an example:

Above is the logo with a width of 600, and a height of 200. This would be the retina image that we use for our logo.

Above is the code we would use to resize this. We want this to be retina, so we want to half the width (300) and height (61).

Above we have our logo at it’s original 300 x 61 without being doubled in size.You can quite clearly see the difference between the standard image and the retina image, but there are a few things to consider when using these.

If you are using these in an e-mail client that doesn’t support retina images (majority of Outlook clients) then this will display the large image in its full size. In this case, it’s better to use the standard image (not retina) as this will make your campaign look out of proportion and unprofessional to your subscribers.

It’s also important to consider that if you double the size of the image, the image size is also going to increase quite significantly. This can decrease download time of the e-mail, and will affect mobile as data connections are much slower on a mobile, you may want to keep your retina images to a minimum if a lot of your subscribers are opening via mobile.

Using retina imagery is one of the easiest ways to improve the look and feel of your e-mail campaign, give it a try today or call the experts.