Your guide to using an email background image

Adding background images can transform a simple email into a visually compelling message that captures attention and enhances the overall user experience. According to Campaign Monitor, emails with compelling visuals increase click-through rates by 42%. 

What are background images in emails? 

Background images in emails refer to graphics set behind the text and other elements. Unlike regular images embedded within the email content, background images are part of the email’s layout and design, enhancing the overall aesthetic without overshadowing the primary message. 

You can add a background image to an email using most email service providers (ESPs) like Mailchimp, Constant Contact, and Campaign Monitor. But should you? The quick answer is - why not? The use of background images in emails can help you to:

• Enhance your email’s visual appeal: Background images make emails more visually appealing, influencing a stronger impression and impact.
• Improve email engagement:  Visually rich emails can boost read rates by up to 34%, making your campaigns more effective.
• Convey your brand identity: Background images can also help ensure your emails are immediately recognizable to recipients.

A reason to opt out of background emails is that not all email clients support them. However, this usually includes outdated or less popular ESPs such as older versions of Outlook (2007-2013), Windows Mail, and some versions of the Android native email app.

Gmail and Outlook are also known for historically not rendering emails correctly. While Gmail supports background images, it may require inline CSS for consistent rendering. VML (Vector Markup Language) can be used as a workaround for Outlook.

Best practices for using background images in email 

When used correctly, background images can transform a mundane email into an eye-catching, memorable piece of communication. They help convey your brand's personality, create emotional connections, and make your messages more compelling. 

However, balancing aesthetics with functionality is crucial to ensure your emails remain effective and accessible.

• Use high-quality images: Low-resolution images can appear pixelated and unprofessional, reducing the overall effectiveness of your email campaign. Image quality contributes to about 75% of an email campaign's effectiveness.  

You can optimize your image size using tools like TinyPNG that compress images to reduce loading times without sacrificing quality.

• Select images relevant to your message: A serene landscape might be perfect for a wellness email, while a sleek office space might suit a corporate update.
  
• Ensure that the colors in your background image complement your email’s overall feel and look. Harmonious colors can create a more cohesive and aesthetically pleasing design.
• Stay on-brand: Background images should align with your brand's identity and messaging to reinforce recognition and trust. 

When using email background images, you should also consider accessibility guidelines.

Accessibility best practices for email background images: 

• Alt Text and ARIA labels: Always include alt text in your background images to improve accessibility for visually impaired recipients. ARIA labels can provide additional context to screen readers.

• Readability and contrast: Make sure the text in your email stands out against the background image. The Web Content Accessibility Guidelines (WCAG) advices a ratio of 4.5:1 for body text and 3:1 for larger text to make text easily readable against background images. Using contrasting colors and adding a semi-transparent overlay can help achieve these ratios and enhance readability.

Finally, when using background images, always test your emails on various screens to ensure they render correctly.

When to use background images in email

As mentioned many times throughout, background images can enhance the overall impact of your message.  

In seasonal campaigns, a background image that aligns with the theme can create a cohesive visual experience. 

For emails celebrating or commemorating an event, a background email connection can strengthen your reader’s emotional connection with the content and inspire action. 

In transactional emails, a background image can reinforce your brand identity and build trust and credibility. 

How to add background images to your email campaigns

Depending on your preferred email service provider (ESP), you can add background images to your email campaigns in various ways; however, there are some limitations. For instance: 

• Mailchimp: While Mailchimp provides a drag-and-drop builder that makes it easy to add background images, there have been documented challenges with how Mailchimp emails render on email clients such as Outlook. 

• Constant Contact: Constant Contact also offers a similar drag-and-drop interface, along with pre-designed templates that support email background images; however, Constant Contact has strict limits on file sizes, which might restrict the use of high-resolution background images

• Campaign Monitor: Campaign Monitor provides flexible design options, including adding background images through its visual editor and custom HTML. Although, due to its advanced customization options, this tool has a steeper learning curve. 

You can also add background images with custom HTML coding or no-code email builders.

Custom HTML vs. no-code tools

• Custom HTML: Custom HTML offers the most flexibility for those comfortable with coding. You can use CSS properties like ‘background-image’ to embed images directly into your email template. This method allows for precise control over the placement and styling of the images but requires knowledge of HTML and CSS.
• Using no-code tools: If you find your ESPs limiting, email design tools, like Beefree, have intuitive interfaces that let you easily add and customize background images.