How Do I Send an Attachment as Part of a Marketing Email? (And Should You?)

Attachments and email marketing don’t always mix. In fact, sending attachments with marketing emails is usually discouraged—but that doesn’t mean it’s impossible or always a bad idea.

So, how can you send an attachment in a marketing email? And more importantly, should you?

Can You Send Attachments in Marketing Emails?

Technically, yes. Most email platforms allow you to send files such as PDFs, images, or other media types. However, most email marketing platforms (ESPs)—such as Mailchimp, HubSpot, or Marketo—purposely prevent attachments for valid reasons:

Understanding the Risks of Attachments

Most ESPs Don’t Allow Attachments:

• Deliverability issues – Attachments are a red flag for spam filters.

• Security risks – Attachments can carry viruses or malware.

• File size limits – Large attachments may not be delivered or viewed.

• Storage and cost – Hosting attachments in the email system adds overhead

What's the alternative?

Instead of attaching a file, upload the file to a secure location and include a link to download it in your email.

If You Absolutely Have To Send an Attachment...

1. Keep File Sizes Small

Aim to keep your attachments under 1MB. Large files can lead to slow loading times and increase the chances of your email bouncing. If your file exceeds 1MB, consider using cloud storage services like Google Drive or Dropbox and share a link instead.

2. Use Descriptive File Names

Choose clear and descriptive file names that reflect the content. Avoid generic titles like "Document1.pdf." Instead, use names like "2023_Social_Media_Analytics_Guide.pdf" to give recipients a better idea of what they are opening.

3. Provide Context in the Email Body

Always include a brief description of the attachment in your email body. Explain what recipients will find inside and why it’s valuable. For instance, "Attached is our latest market research report, which reveals key trends that could impact your business in the coming year."

4. Consider Alternative Formats

Instead of sending attachments, consider embedding content directly in the email. This can include images, infographics, or links to downloadable content hosted on your website. This approach can provide a more engaging user experience and minimize the risk of being sent to spam.

5. Test Before Sending

Always send test emails to yourself and a few trusted colleagues before launching your campaign. Check how the attachment appears across various devices and email clients to identify any potential issues.

Should You Send Attachments?

Deciding to send attachments should hinge on the value they provide to your audience. If you believe the attachment will enhance the recipient's experience, it may be worth the risk.

Here are a couple of instances when including an attachment in your marketing emails makes sense:

1. Providing In-Depth Resources: If you have a detailed guide, study, or eBook that benefits your audience, an attachment is an effective way to share that information.

   
   

2. Offering Exclusive Content: Sending exclusive offers or promotional materials as attachments can foster a sense of urgency.

   
   

3. Sharing Visual Content: High-quality images, infographics, or charts can significantly enhance your email message. However, it's often better to embed these visuals in the email body rather than attach them.

Always prioritize your recipient's experience. If an attachment adds real value, proceed with it! Be mindful of potential risks and be ready to adapt your strategy based on outcomes.