One key feature that enhances the functionality of emails is the email attachment: a file sent along with an email message. Attachments make emails more versatile.
Instead of just reading text, recipients can get additional resources like images, PDFs, presentations, reports, or videos. In marketing, email attachments are often used to share promotional materials, media kits, or downloadable content.
However, using attachments requires balance and care, especially in marketing. While they can add value and professionalism to an email, they must be used wisely to avoid deliverability issues, file size problems, or spam filters.
This article explains what an email attachment is, how it’s used in marketing, the different types, and real-world examples of its applications.
Definition of email attachment in marketing
An email attachment is a file sent with an email message. It can be any type of digital file, such as a document, image, video, or PDF, that provides additional information or resources beyond what’s written in the email body.
In the context of marketing, email attachments are used to:
- share detailed information about products or services;
- distribute downloadable assets like guides or catalogs;
- provide clients with reports, invoices, or presentations;
- deliver press kits, case studies, or design templates;
- send media files or visual materials for promotional purposes.
Attachments help marketers deliver value-added materials directly to recipients, without requiring them to visit external websites or download links. This can make communication feel more personal and convenient.
However, email attachments also have technical and compliance considerations. Marketers must ensure:
- file size is small enough (typically under 10–25 MB) for smooth delivery;
- file format is commonly supported and safe (PDF, DOCX, JPG, PNG, ZIP);
- security standards are met (attachments should not contain executable files (.exe) or scripts that could trigger spam filters);
- relevance (attachments should align with the email's purpose and provide real value).
In short, an email attachment enhances marketing communication by making it more interactive, informative, and professional when used correctly.
How is email attachment used in marketing?
In marketing, email attachments are used for content distribution, collaboration, and communication. They allow brands to provide more information in a structured format and often serve as downloadable assets that strengthen campaigns.
Here are the main ways attachments are used in marketing:
1. Sharing marketing collateral
Companies often attach brochures, product sheets, or catalogs to emails sent to clients, partners, or potential customers. This is common in B2B communication, where detailed product information is required before a purchase decision.
Example: A software company attaches a PDF presentation highlighting its latest product features and pricing plans.
2. Sending proposals and reports
Marketers frequently use attachments to send detailed proposals, performance reports, or campaign analyses to clients. These documents provide structured insights that are easier to review offline.
Example: An agency sends a monthly analytics report in PDF format showing campaign performance metrics and recommendations.
3. Distributing media kits or press materials
Public relations and media teams attach press releases, logos, images, and brand guidelines for journalists or influencers to use in publications.
Example: A brand launching a new product attaches a media kit that includes official images, company info, and quotes for easy reporting.
4. Providing educational or promotional resources
Marketers often attach resources like eBooks, whitepapers, or case studies to nurture leads or demonstrate expertise.
Example: A company running a lead generation campaign sends an email with an attached whitepaper titled “The Future of Email Automation.”
5. Client or partner onboarding
When new clients or partners join, attachments like onboarding guides or pricing documents help streamline the process.
Example: A SaaS platform attaches a “Getting Started” guide for new users after they sign up.
6. Sharing templates or design files
In design or creative marketing, attachments may include editable templates, mockups, or assets for review.
Example: A marketing agency sends clients email design mockups as attachments for approval.
7. Legal and administrative communication
Contracts, NDAs, invoices, and agreements are often sent as email attachments in PDF format for review and signing.
Example: “Attached, you’ll find your contract and service agreement for our upcoming campaign.”
When used strategically, attachments can make marketing communication more personalized and professional. Still, marketers must be mindful of how attachments affect email deliverability, as large or unfamiliar files may trigger spam filters.
Types of email attachments
Email attachments can come in many formats depending on their purpose. Below are the most common types used in marketing communication:
1. Document attachments
Documents are among the most frequently used attachments in marketing. They include reports, proposals, case studies, and plans.
Common formats: PDF, DOCX, XLSX, TXT.
Example: A monthly performance report shared with a client in PDF form.
2. Image attachments
Visuals play a vital role in marketing. Marketers often attach images for branding, product showcases, or design feedback.
Common formats: JPG, PNG, GIF.
Example: A photographer sending sample product shots to a client.
3. Presentation attachments
Presentations summarize data and ideas in a visual way, making them perfect for campaign overviews or partnership pitches.
Common formats: PPTX, PDF.
Example: A sales manager sends a PowerPoint pitch deck to a potential partner.
4. Compressed file attachments
When multiple files need to be sent, marketers often use compressed (zipped) folders to keep attachments manageable in size.
Common formats: ZIP, RAR.
Example: A media kit containing multiple logos and images compressed into a ZIP file.
5. Video or audio attachments
Some marketers include short clips, audio snippets, or demos in emails to provide a richer experience, although large files are usually shared via download links instead.
Common formats: MP4, MP3, MOV (under 10 MB).
Example: An SMM manager sending their client an Instagram reel for approval.
6. Template or creative file attachments
Designers and agencies sometimes share editable templates for emails, social media, or print campaigns.
Common formats: PSD, AI, HTML, ZIP.
Example: An email marketing team sends editable HTML templates created with Stripo for client comments.
7. Data files and spreadsheets
These files are used for sharing analytics, performance data, or segmented contact lists.
Common formats: CSV, XLSX.
Example: A marketing manager attaches a spreadsheet with campaign performance metrics.
Each attachment type serves a different communication goal. Choosing the right one depends on the content, audience, and delivery platform.
Examples of email attachments in marketing
Below are practical examples of how attachments are integrated into marketing communication:
1. B2B proposal email example
Subject line: “Marketing Proposal for Your Review.”
Body:
“Hi [Name],
It was great speaking with you earlier. Attached you’ll find our proposal outlining campaign objectives, deliverables, and pricing options. Please review it at your convenience. I’d be happy to discuss it in detail during our next call.
Best regards,
[Your Name]
[Company]”
Attachment: “Marketing_Proposal_2025.pdf”
Goal: Share a customized marketing proposal to close a deal.
2. Press kit example
Subject line: “Press Kit: Product Launch Announcement.”
Body:
“Dear [Journalist Name],
We’re excited to announce our new AI-powered email design tool. Attached you’ll find our official press kit containing the media release, product images, and company information.
Feel free to reach out if you need additional details.
Best,
[Your PR Team]”
Attachment: “PressKit_Stripo_Launch.zip”
Goal: Provide journalists with ready-to-publish materials.
3. Customer onboarding example
Subject line: “Welcome to [Brand Name]! Your Starter Guide Is Here.”
Body:
“Hi [Name],
Welcome aboard! To help you get started, we’ve attached our onboarding guide with step-by-step instructions.
If you have any questions, our support team is here to help.
[CTA: Visit Dashboard]
Cheers,
[Your Name]”
Attachment: “Getting_Started_Guide.pdf”
Goal: Enhance the customer onboarding experience with an attached guide.
4. Educational resource example
Subject line: “Download Your Free Email Design eBook.”
Body:
“Hi [Name],
Thank you for subscribing! As promised, your free eBook is attached below. Inside, you’ll find proven strategies to improve your email design and conversion rates.
Enjoy reading,
The [Brand] Team”
Attachment: “Email_Design_eBook.pdf”
Goal: Deliver a lead magnet or gated content to new subscribers.
5. Campaign report example
Subject line: “Your Monthly Performance Report Is Ready.”
Body:
“Hi [Name],
Attached you’ll find your campaign performance summary for September, including key metrics and insights. Let’s schedule a quick call to review results and next steps.
Best regards,
[Account Manager]”
Attachment: “Campaign_Results_Sept2025.pdf”
Goal: Keep clients informed and demonstrate value through transparent reporting.
These examples show that attachments can strengthen communication, enhance trust, and provide valuable resources directly within an email.
Wrapping up
An email attachment is a powerful tool that extends the functionality of standard email communication. In marketing, it allows brands to share in-depth materials, proposals, guides, and visual assets that help build credibility and support campaigns.
The benefits of using attachments in marketing include:
- enhanced communication clarity with additional resources;
- professionalism and personalization, showing attention to detail;
- convenience for recipients who prefer downloadable, offline content.
However, marketers should also be cautious as large or irrelevant attachments can affect email deliverability and may trigger spam filters.
To ensure optimal results:
- keep files small and relevant;
- use trusted file formats (like PDF or ZIP);
- provide value to the recipient.
Modern tools allow marketers to create and export professional email designs and include smart attachments like downloadable eBooks or catalogs, ensuring visual appeal and compliance.
In summary, when used thoughtfully, email attachments transform ordinary messages into meaningful, resource-rich communication, helping marketers connect, inform, and inspire recipients more effectively.
