Tech Specs › Email Blasts

HTML message design specifications and tips

All email creative must be supplied with:

• A subject line
• HTML code with images referenced or...
• All images supplied

Compliance

All creatives sent must comply with the US CAN–SPAM Act 2003. Click here for more information.

Subject line

There are no restrictions to the length of the subject line. However, we recommend that you restrict it to no more than 50 characters in order to assure that your message is received well with most email browsers. Subject lines are required to accurately reflect the content of the body message and must not be misleading in order to comply with the U.S Can Spam Act.

Email size

Your HTML message should be between 550 and 570 pixels wide. This size will look best in most email browsers including web-mail like hotmail and yahoo. Remember that many email readers will see your message first in the preview pane of their email browser. Your message needs to be formatted to look good in this sized space. We recommend the HTML content should be around 30kb with a maximum of 40kb.

Style Sheets

Avoid the use of Cascading Style Sheets (CSS) in email as some of the most common web–mail applications apply their own style sheets, or provide poor implementation of CSS. Wherever possible use in line styling within the body of the email.

Layers

Avoid the use of layers in your HTML email as many commonly used browsers are still unable to read them. Tables are the best way to position images and text.

Browser Issues

A small percentage of email recipients will be viewing in email browsers that accept HTML but will suppress any images within the file. Sometimes firewalls or security settings will also suppress these images and files. In order to circumvent these issues we recommend placing a small link at the top of your email creative pointing to a web page version of your message. Place the full URL in the displayed line in case the browser has disabled the hyperlink. In this case the reader can cut and paste the link into their browser and view your message via their web browser.

Images and Links

If you use graphic images in an HTML message, host the image files on a web server – the same way you do for images that appear on your web site. In some cases your email broadcasters will host the images for you.

The image tags in your HTML message need to contain the complete URL for the file (absolute or global references). Make sure that you have complete URLs for any links to your site that you put in the mailing. See the example below for further clarification.

Examples:

<img src="/images/header.gif">
becomes
<img src="http://www.yourwebserver.com/images/header.gif">

<a href="c://cars/redcar.htm">
becomes
<a href="http://www.yourwebserver.com/cars/redcar.htm">


If you have any issues with image referencing or would like us to host your images, contact your account manager.

Multi Media Content

Because different email programs have widely varying capabilities, we recommend using only standard HTML.

Embedded JavaScript and Java can be used but should be kept to a minimum.

Every multimedia element you add increases the chance that some of your recipients won't be able to read the message in its intended format. If your message is targeted to the average at–home user it is best to keep download times to a minimum. It is good practice to account for bandwidth requirements, firewall protections and any other technical considerations before you plan your creative.

File Size

Limit messages to around 30K of HTML coding. This includes only the actual HTML code. Graphics files that you link to will remain on your server and be loaded when the recipient opens the message.

Server Load

Be sure that your server can handle a lot of hits at once before you do a large HTML mailing. Any graphics files that you use in an HTML mailing remain on your server and are called whenever a recipient opens the HTML message – so 1,000 people opening your HTML mailing can put the same load on your server as 1,000 people visiting your site at the same time. If you are not confident of your server capacity you may prefer to have us host your images.

Attachments

We do not allow the use of attachments with commercial broadcasts. Suspicion is high concerning attachments due to the proliferation of email viruses on the Internet. Attachments are often stripped from emails by firewalls and even worse, may cause your email to bounce. The size of attachments for purpose of downloading can often be perceived as an inconvenience or as an imposition by end users.

If you need to get a formatted file to your recipients a good practice is to place a download page on your website. This way you can inform your recipient of the size and expected time of download before they go ahead. If you need assistance formatting file downloads, contact your account manager.

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For availability, call or email Bob Reap @ (858)552-9330