If Gmail is clipping your emails, you're not just losing engagement; you're losing sales.
That perfect email you spent hours crafting? Cropped right in the middle.
Your CTA, special offer, or clever punchline hidden behind a “view entire message” link that many subscribers just won't bother clicking.
All that email marketing strategy gone to waste in an instant – poof.
But the good news is, Gmail clipping emails isn’t inevitable.
With the best practices we'll share in this post, you can prevent (and fix) Gmail clipping and ensure your emails are fully visible to your subscribers.
Ready? Let's keep your emails clipping-free.
What is Gmail Clipping?
Chances are, you’ve probably seen Gmail clipping happen in your own inbox.
You're reading an email, loving the content, and just as it gets interesting, you're hit with: “[Message clipped] View entire message.”
Clipped email from Matt McGarry
Annoying, right? That’s Gmail clipping in action.
And the risk is that it could be happening to the marketing emails you’re sending.
Put simply, clipping happens when Gmail cuts off an email because it's too large.
Consequently, subscribers can't read your entire email in their inbox. They have to click the “view entire message” link to open the full email on a separate page.
And the fact is, most subscribers won’t take the extra action to click.
Why does Gmail clip messages?
It all comes down to size. Gmail has a strict size limit for the emails it processes.
102 KB – That's the cut-off.
If your email exceeds 102 KB, Gmail automatically clips it and adds the “view entire message” link.
But why the size limit in the first place?
Well, Gmail wants to keep subscribers' inboxes running smoothly. Large emails take longer to load, can mess up formatting, and aren’t great for user experience.
From their perspective, clipping is a win. It saves space, speeds up email loading, and keeps users happy.
But Gmail clipping is a conversion-killer for your email marketing campaigns.
When your emails get clipped, clicks reduce, and you lose engagement and sales.
Why Gmail Clipping is a Problem
The most obvious issue? Your readers miss out on your carefully crafted content. But there’s another less obvious risk: Gmail clipping can hide the unsubscribe link. This not only frustrates readers but could also cause you some legal headaches down the line.
How Gmail clipping affects your email campaigns
Gmail clipping emails isn’t just an annoying little glitch. It can sabotage your email marketing efforts. Here's how:
It frustrates your subscribers
Your subscribers have already taken two micro-actions: opening and reading your email. But with Gmail clipping, they'd have to take an extra step to “view the entire message.” It’s inconvenient, disruptive, and annoying. Most won't bother, and some might even hit unsubscribe.
It breaks your design
Gmail clipping doesn’t just hide your content; it can also mess up your email design. When the bottom gets chopped off, your layout might fall apart. This leaves your email looking unprofessional and incomplete. And that's a fast way to lose subscriber's trust.
It kills your conversion
If Gmail clips your email, there’s a good chance your call-to-action (CTA) is hidden from your subscribers. And if your CTA is invisible, they definitely won't click it. That means fewer sales, webinar sign-ups, or whatever actions you want subscribers to take.
It skews your analytics report
Tracking pixels that measure open and engagement rates are often embedded in the bottom of your email. So, when Gmail clipping happens, these pixels don’t load, resulting in skewed metrics that don’t reflect the true performance of your campaign. And without accurate data, you can’t refine and optimize your strategy.
What’s worse?
Gmail doesn’t notify you that your email has been clipped. Your analytics won't show it either. So, you don’t even realize there’s a problem to fix unless you check.
Is your email list at risk of clipping in Gmail?
How can you tell if Gmail's clipping scissors are about to snip your email? Exceeding Gmail's 102KB is the main culprit. Here's how to know if you're in the danger zone:
- Your email is packed with visuals: A ton of images, GIFs, or attachments in your email are prime suspects for tipping it over Gmail’s size cap.
- You’ve added too many bells and whistles: Fancy designs, complex code, or tracking links with URLs that look like a robot sneezed? All of these pile on the kilobytes.
- Your email is dragging unnecessary baggage: Hidden formatting, excessive inline styles, or redundant elements left over from your ESP template can bulk up your email without you even realizing it.
Best practices for preventing Gmail clipping
No one wants their emails chopped off mid-message. Fortunately, you can avoid Gmail clipping by following a few best practices. Here’s how to keep your emails running smoothly and staying well under the radar of Gmail’s 102 KB clipper.
Best Practice #1: Trim the fat from your email
Cut the excess weight without sacrificing style or substance. Here's how to keep your email lean:
- Optimize your images. Compress them with tools like TinyPNG or design images in 600px width for a perfect balance of quality and size.
- Reduce visual overload. Too many visuals can quickly add up in size. Stick to only what's necessary to get your message across.
- Prioritize text. Text weighs less than visuals and is more mobile-friendly. When possible, replace graphics with sharp, compelling copy.
- Simplify your design. The more complex your design, the larger the email becomes. Opt for a clean, straightforward design to keep things lightweight.
Best Practice #2: Keep the code clean and simple
The simpler, the better. Avoid overcomplicated designs that require heavy HTML, CSS, or scripts. Here’s what works:
- Avoid excessive use of inline styles. Minimize unnecessary blocks, frames, and custom fonts, as each extra element adds weight to your email and increases its size.
- Host large images externally. Instead of embedding directly into the email, link to the images.
- Remove unnecessary code. If you can, cut out anything that doesn’t directly contribute to the message or design, like extra tracking code. Your ESP tracking is likely to be enough.
Best Practice #3: Test before sending
Don’t just guess your email size. Always test your emails to check for clipping issues and catch them before sending to your audience.
- Use tools like Litmus and Email on Acid to preview your email and flag any risk of clipping before you hit send.
- Send a test email to your Gmail account, download it, and check the file size. If it’s creeping close to 102 KB, trim it.
Best Practice #4: Use plain text or minimalist designs
Sometimes, less is more. Plain text emails or minimalist HTML designs are easier to read and less likely to get clipped.
- Use plain text emails. If you're not an ecommerce brand, or you want to send quick messages, stick to plain text emails.
- Opt for minimalist designs. Use simple layouts, minimal images, and lightweight code if you need designed emails.
What to do if your email gets clipped anyway
Okay, so you’ve done everything right. Your images are optimized, your code is clean, and you’ve triple-checked your email size. Yet somehow, Gmail still decides to slice your email in half. What to do now?
Add your CTA in the first few paragraphs
Don’t bury your CTA at the bottom of the email. Make sure the most important parts, like your offer or action step, are visible before Gmail clips of your email.
This ensures your subscribers still engage with your email and know the action to take despite Gmail clipping.
Make the “view entire message” link work for you
Add a message just before the clipped portion telling subscribers why they should click the link. The text should be compelling, bold, or styled to grab attention and get them to click.
You might say something like, “Click here to see the rest of our latest offer” or “There’s more waiting for you; click to see it all.”
Add a browser or online option
Include a “View in Browser” or “Read Online” link at the top of the email. This gives subscribers an easy way to access the full, unclipped version of your email in their web browser.
Bonus points if you include a directional copy like: “Prefer to read this in your browser? Click here to see the full message.”
Email from Alex Garcia
Inform them that the message will be clipped
Mention it early in the email and share the options for viewing the full email. Shlomo Genchin did this well with this text in his newsletter: “Oh, and click ‘View entire message’ in your email app or simply read this email in your browser – it’s a long one!”
Newsletter email from Shlomo Genchin
Final Thoughts: Don't Let Gmail Clippers Get Your Email
We all want our emails to stand out with stunning designs, bold images, and intricate code that grabs attention and drives conversions.
But no matter how stunning or interactive your email is, it won’t matter if subscribers can’t see the whole thing.
So, play by Gmail's rule to avoid the clippers. The 102 KB rule is non-negotiable.
Sticking to it doesn't mean sacrificing your email style or substance. Instead, it means applying the best practices outlined in this post to streamline your design, clean up your code, and keep your emails light.
Put these practices into action to avoid Gmail clipping your emails. Take a look at your next email, slim down the bloat, and test it to make sure it'll land in full in your subscribers' inboxes.
If you've experienced Gmail clipping before, leave a comment and let us know how you fixed it. Want to make sure you’re compliant with Gmail’s other email sending requirements? Check out our guide on meeting Gmail’s authentication and anti-spam rules.
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