Best Image Format for Email The Complete Guide
Quick Answer: What Should You Use?
For photos, always use JPG. For logos and icons, use PNG. If you need animation, use GIF. Avoid WebP and SVG entirely as they are blocked by Gmail and Outlook. Keep all images under 1MB (optimally 200KB) and 600px wide (1200px for Retina).
Why Email is Different from the Web
On a website, you control the browser environment. In email marketing, you are at the mercy of dozens of different clients: Gmail, Outlook (desktop, mobile, web), Apple Mail, Yahoo, and more.
The Challenge
Microsoft Outlook (especially older desktop versions) uses Microsoft Word's rendering engine to display emails. This means it doesn't understand modern web standards like WebP, SVG, or even some CSS.
Format Compatibility Data
Stick to these three formats to ensure 100% deliverability.
Simple Animations
Only way to show motion. Outlook shows frame 1 only.
Factors That Affect Your Results
1. Formats to Avoid
Supported by Apple Mail and some web clients, but fails in Outlook and Gmail on some devices. Only use if you have a developer who can code a fallback.
Security risks mean most email clients block SVG entirely. Never use SVG in email. Convert your logos to PNG.
2. Best Practices for Retina Displays
Most smartphones have "Retina" or high-density screens. A standard 600px wide image will look blurry on an iPhone.
The Trick
Create your image at 2x size (e.g., 1200px wide) but set the width in the HTML to 600px.
<img src="photo-1200px.jpg"
width="600"
alt="Product Name">Accessibility: The Alt Text Rule
Many people have images blocked by default. If you send an email that is just one big image, they will see a blank box.
- Always add
alt="Description"to every image tag. - Never hide key info (dates, codes) in images.
How to Optimize Your Email Images
- 1. Choose the Right FormatPhotos = JPG. Logos = PNG.
- 2. Compress EverythingAim for under 200KB per image to ensure fast loading on 4G/5G.
- 3. Size for RetinaUpload at 1200px width, but set HTML width="600".
- 4. Add Alt TextCrucial for accessibility and when images are blocked.
Related Guides & Tools
Frequently Asked Questions
What is the safest image format for email?
JPG (JPEG) is the safest, most compatible format for email. It works in 100% of email clients (Gmail, Outlook, Yahoo, Apple Mail) and offers the best balance of small file size and good quality.
Can I use WebP in email newsletters?
It's risky. While Apple Mail and some web clients support WebP, older versions of Outlook and Gmail do not. If you use WebP, you must provide a JPG fallback in your HTML code, otherwise, many subscribers will see a broken image.
Why is my GIF not moving in Outlook?
Older versions of Microsoft Outlook (2007-2019) do not support animated GIFs. They will only display the first frame of the animation. Ensure your first frame contains the most important visual information.
What is the best width for email images?
The standard width for email newsletters is 600px to 640px. For Retina displays (high density), you should upload images at 2x size (1200px wide) and scale them down using HTML attributes (width='600').
How do I fix 'images not loading' in email?
This often happens if your file size is too large (keep it under 1MB), your image server is slow, or the user has 'block images' turned on. Always include 'ALT text' so users know what the image is even if it doesn't load.