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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Hero Image

A hero image is the large, prominent visual at the top of an email — usually the first thing a reader sees. It sets the tone, communicates the core message, and often anchors the primary CTA.

Also known as: email header image, hero banner

The hero image is your email's opening statement. Positioned front and center, it grabs attention in the first moment and frames everything that follows.

What makes a good hero image?

A clear focal point, on-brand visuals, minimal text baked into the image, and alignment with the email's single goal. Pair it with live-text headlines and CTAs, not text trapped in the image.

Hero image best practices

Keep file sizes reasonable for load speed, add descriptive alt text in case images are blocked, and don't rely on the image alone to carry your message or CTA.

Why do hero images matter?

They shape the crucial first impression and can significantly influence whether a reader keeps reading and clicks — but only if the email still works when the image doesn't load.

Related terms

Subject Line Call to Action (CTA) Preheader Email Template Personalization Dynamic Content

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Frequently asked questions

What is a hero image in email?
A hero image is the large, prominent visual at the top of an email — usually the first thing a reader sees. It sets the tone, communicates the core message, and often anchors the primary call to action.
What makes a good email hero image?
A clear focal point, on-brand visuals, minimal text baked into the image, and alignment with the email's single goal. Pair it with live-text headlines and CTAs rather than trapping text inside the image.
What are hero image best practices?
Keep file sizes reasonable for fast loading, add descriptive alt text in case images are blocked, and never rely on the image alone to carry your message or call to action.
Why do hero images matter?
They shape the crucial first impression and strongly influence whether a reader keeps reading and clicks. But because images can be blocked, the email must still work with live text when the hero image doesn't load.
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