Creative Guidelines

For the best results and to ensure the
highest deliver-ability we have provided
the following creative guidelines.


HTML Design Requirements

If you are just providing an image file it MUST be no wider than 650px and a .jpg or .gif file
UNDER 120 kb in file size OTHERWISE:

Use HTML software such as Dreamweaver, FrontPage, or code the HTML by hand.  Do not use  Word,  Publisher, or other graphics/desktop publishing software.  

Use ABSOLUTE urls for any images included in your html.

Do not use Cascading Style Sheets (CSS), JavaScript, Submission Forms, Layers, or Rich Media (i.e. Flash movies, animation).  These cause deliverability issues which can affect the campaign responses, hinder our deliverability for future campaigns, and do not render correctly in many email clients.

Use basic HTML tags for the coding.  If your HTML software uses CSS for formatting, adjust the preferences to apply formatting using basic HTML tags only or apply the styles “inline”.  

Do not use comments in the HTML code of your email as they can potentially flag spam triggers

Provide a hyperlink to a related web site or at least an email address that the recipient can contact if there is not a web site available.  Please include your Business Address and Telephone at the bottom in accordance to can‐spam laws.

Keep the width of the HTML message under 650 pixels to ensure the design is not cut off in preview panes for recipients and eliminate the need for scrolling horizontally to see the whole design. 

Keep the message size under 50KB for consumer emails, and under 75KB for business emails to optimize download time and deliverability.

Whenever possible, minimize use of graphics/images
in the design to avoid these potential issues:

1. The more images/graphics there are, the more time it takes for a recipient to download.  Potential customers will be lost if they have to wait for images to download in order to read or act on the message.

2. The higher the ratio of image‐to‐text area in an HTML, the higher the SPAM score.  We recommend no more than 1/3 of the design area be images or graphics, and the rest should be formatted text.

3. Many recipients have images/graphics disabled in their email account on emails from unknown senders, so they won’t see any information that is in the images/graphics.  If they have formatted text in the HTML, the recipient can at least read the text part of the HTML if images/graphics are disabled.  After being able to read the text and discover what the message is, they will be more likely to enable the images/graphics and act on the offer


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