* Image quantity: As they say, everything in moderation. Too many images can distract from your message. A good rule of thumb for beginner graphics users is to stick with one image per section/topic.
* Image editing: If you're having trouble finding appropriately sized images, try an image compression tool. And no matter what, don't use those full-resolution DSLR pics—they're gorgeous, but HUUUUGE.
* Image style: Ideally, the images you use in a single email should be stylistically similar—your reader's brain won't subconsciously be skipping among styles, trying to understand how they're related. An easy way to do this is to have minimal artwork: the more minimal your artwork, the easier it is to create a unified visual theme.
If these icons were a person, they'd be Marie Kondo.
Plus, not only was this visual language designed with compliance best practices in mind, but with technical best practices, too: file sizes are manageable, they're easily editable, and they're stylistically consistent.
Okay, okay. We know what you're thinking ... "But what about Broadcat?"
And yes, you're right. We kinda (read: totally) break these rules. Guilty as charged. That's why ...
Maximalism isn't always your enemy.
Here's the thing: this rule-breaking works for our brand. Our image-heavy vibe is part of our identity. We're all about fresh memes and '90s GIFs because we strive to make compliance highly accessible—and fun! Plus, images (animated or otherwise) can be super powerful when we're making points that may be new or (potentially) controversial for our industry.
And maybe that's your brand, too. All that to say ....
Proceed with caution. Our style isn't for everyone. For example, can you imagine Warren Buffett sharing 🔥 memes in Berkshire Hathaway's shareholders' letter? Not really.
So, if you work at a company whose branding guidelines include the words "pre-Y2K-Nickelodeon," you can probably get away with this stuff. Otherwise, err on the side of minimalism.
When you hear "graphics," you may think of things other than icons or images approved by your marketing team. Here are a couple of examples where you should think twice before adding them willy-nilly to emails:
* Emojis: One or two well-placed emojis that emphasize your point—and align with your branding—are fine, but don't clutter your email with them. Also, be mindful of whether using an emoji would imply the wrong emotion: does it come across as dismissive or sarcastic?
* Clip art: Unless it was made specifically for your company, just say no. 🙅 ( ⬅️ well-placed emoji example!)
* Stock photos: Take a similar approach to clip art. Your company might have a collection of stock photos they've purchased (or had commissioned) for internal use, and if that's the case, go for it! In all other cases, steer clear. Stock photos don't have the best reputation, and like we've discussed before, they can give folks the wrong message (check out #2).