Wondering why Gmail sometimes truncates your email messages, thus hiding the content with a “Message Clipped” and “View entire message”? An unpleasant technique that prevents recipients from seeing the entire shipment on which you have worked hard. Here are some tips to avoid this display problem and to ensure that your emailing is readable.
Why does Gmail truncate some emails?
On Gmail, emails larger than 102 KB will be clipped, so the recipient will have to click on the “[Message Clipped] View entire message” link to access the content. Between the text, the HTML code, the links, the URLs and the other elements, this size limit is quickly reached in the case of a newsletter for example.
Good to know: the size of the email does not take into account the weight of the images.
Email truncated on Gmail: what are the consequences?
You have taken care of and refined your newsletter so that it is perfect. But when you test it, you realize that Gmail does not display its content. A problem that, beyond being particularly frustrating after so much work, can also have unfortunate consequences for a marketing campaign:
- Drop in the deliverability rate;
- Risk of having your message placed in spam by recipients if the unsubscribe link is not visible, because it is placed at the bottom of the email;
- Difficulty accurately tracking the open rate if the tracking code is at the end of the email;
- Negative impact on clicks;
- Even more limited display on mobile.
These clipped emails are therefore a constraint both for the sender and for their subscribers.
How to prevent your messages from being truncated on Gmail?
To go below the 102 KB mark, you will have to opt for the simplest and lightest coding possible. Here are some tips to avoid exceeding this limit:
For the text, no need to put too much. Focus on the essence of the message you want to convey, on the relevant information to communicate. You can place links to your website or blog in case the reader wants to know more.
Concerning the code, we also simplify as much as possible by removing superfluous elements, for example spaces, double spaces, code comments, etc. Be careful here, make sure your message is still readable. Do not copy and paste existing content already on a site or in word processing software, as this adds additional formatting code to your email. Write directly in it instead.
On the design side, avoid unnecessary details, layout frills. No need to fill your email with countless visual information: think minimalist. You want an email that is short, simple and engaging. If you use an email template, choose a proper format.
Finally, test as many versions of your newsletter as possible (A/B testing) beforehand, both on PC and on mobile. When you send the email internally so that you can preview it, remember to change the subject line each time. Indeed, Gmail gathers in the same discussion the sending having the same object. This has the effect of adding weight gradually, and therefore distorting the test.
If you still can’t reduce your email below the size limit, place at the top of your message the “View in Browser” link, the tracking code, and the unsubscribe link.
The fact that Gmail truncates emails in this way is annoying and can even become a real headache for marketing teams. However, it is important to see the positive in this: respecting this limit is a great way to somehow force you to focus on the essentials and to create a simple, clear, effective message, without spreading yourself too thin.