So I've been reading that we should be careful when using too many images instead of text in our emails, because the emails can be marked as spam. I noticed, however, that many large retail companies like Starbucks, J Crew, Kohl's, eBags, etc. use a lot more images than text, if any (other than the fine print in their footer area). We're designing our emails with more text than images, because of the fact that we don't want to be marked as spammed. But if retail companies are using mostly images, than why can't we? Plus, this would give our designers more creativity if they're allowed to use more images.

Can someone chime in and give their opinion on the whole image to text ratio when coding up emails?

TIA!