EMAIL
CREATIVE
GUIDELINES
Required Materials
(What do we need from YOU)
Objective
 What is your goal for this campaign?
 Examples:
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Send recipients to a website (landing page or other)?
Have recipients view a video on a website?
Have recipients send an email to a specific address?
Have recipients call a number?
Have recipients bring the ad in on their phone for discount?
Call To Action
 What should the client do?
 Usually the text on a button or a link
 Examples:
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Visit Our Website
Call [Phone Number]
Read More
Learn More
See Details
Images
 What images are you including? Where would you like them? If
possible include a simple PowerPoint or jpg graphic of locations and
filenames/photos. If you send a jpg file, please include a separate
document file with your text copy so we don’t have to retype your
copy by hand.
 Please send originals and the largest resolution you have available.
We will downsize to save space when needed, but we can’t restore a
larger image from a smaller one.
 Please group all your originals along with any creative direction into
the fewest number of files possible, preferably one zip file.
NOTE: Images should not be the majority of your email. Too many or too
large of an image could affect deliverability negatively, meaning your
message may never reach your intended target!
Copy
 Please let us know what you’d like to say in your e-mail.
 Be directive, tell the recipient what they should do and why it will
help them
 Focus on the recipient, NOT you or what you’re offering. How does
it benefit them?
 If you have multiple segments of text make sure you let us know
where they should be included, preferably in the powerpoint you’re
using for images.
NOTE: Copy needs to be concise and clear. On average, you have
8 seconds to convey your message and get the recipient to take your
desired action. If you have too much text, the recipient will never get
to where you want them to take action.
Links
 What links would you like to include and what items on your
email should be linked?
 If you’re using a PowerPoint for creative direction, putting links
in the “notes” section is very convenient!
 Make sure to include links to Facebook and other social
media if you’re including their icons.
 Keep links to a minimum, 3 or less is recommended
 if there are too many links recipients are likely to be indecisive
and not click any of them!
 Link to your own page if possible, otherwise your email
campaign might be advertising for someone else more than
you!
Example Submission:
Use Media Prowler 1:2
Basic Template
Objective: Get people to
see me on the interwebs.
Call To Action:
Visit our Newfangled Website!
Workin’ on Cars since 1842!!
Links:
Logo:
http://billybobsnotrealauto.fake
Let us at yer engine!
We’ll fix it good for ya or
my name ain’t
Billy Bob!
Engine Picture:
http://billybobsnotrealauto.fake/repair
Button:
http://billybobsnotrealauto.fake
Visit our Newfangled Website!
We do Paint too!
Paint Pictures:
http://billybobsnotrealauto.fake/paint
Before
After
Good and Bad Creative
Examples
(and why!)
Good Designs
• Images and text should be kept separate if possible
• Exceptions are Logos, Fancy Fonts, etc.
• Text improves deliverability and readability for Image-Blockers
• AVOID Background Images, they don’t work well in email clients.
• Clear concise copy
• Most emails are skimmed, not read in depth
• 8 seconds on average to get attention or action
• Copy is Easily Legible
• High Contrast, simple fonts, larger sizes
• Organized logically
• Clear Call-To-Action (CTA)
• What are the recipients supposed to do with the e-mail?
• Visit a site? Call a Number? Show E-mail for discount?
• Use buttons and tell the recipient what to do, don’t ask
• Don’t use too many CTAs, 3 is too many for most e-mails.
• Organized
• Can the Email be understood by just the first few lines?
• Call-To-Action “above the fold”?
Good Designs
Bad Images
• Low resolution
• Small images limit quality
• Too Much Text
• Avoid using text in the image for readability on resizing
• Non-standard fonts will always have to be images (Papa John’s)
• Small Details
• These will get lost easily based on screen size
• Original Files are best if modification is required
• Backgrounds that are obscured in images (by text or other pictures)
are not easily recoverable, unless you have the unmodified original
background file
Bad Images
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handcrafted into the finsto
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In Stock
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Availa
Prices good through 10/31/2015
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Click Here To Find Out More!
Good Images
• High Resolution
• Small images limit quality
• Large images can be down-sampled if needed
• High Contrast
• Little to no text included
• If there is text, clear text and easy to read at all sizes
• Non-standard fonts will always have to be images (Papa John’s)
• Transparency works, but limits the background color choices
• Transparent images should be PNG files, and need to be high
resolution to appear correctly
• Images should be eye-catching, let the text do the talking
• Text in Emails helps with deliverability and readability
• Text will be legible on any screen size
• Text isn’t blocked by email image blockers
• Original Files are best if modification is required
• Backgrounds that are obscured in images are not easily recoverable,
unless you have the unmodified original background file
Good Images