guidelines for designing emails

A Dunhill International List Co., Inc White Paper

6400 Congress Ave., Ste. 1750 • Boca Raton, FL 33487 • 1-800-DUNHILL (386-4455)

GUIDELINES FOR EMAIL MESSAGE DESIGN BEST PRACTICES You should have a HTML version and a TEXT version of your creative. Text Guidelines 1. Text should be ASCII text of all the same size (10 to 12 pt. Arial Font). No colors, bold, italics, or embedded

links should be included. Non-standard text, i.e. copyright logo, will not display properly. It is best to use and ASCII editor like MS Notepad. DO NOT USE MS Word.

2. Keep justification to the left. Centered text or text set up to look aligned will render differently in each email application. You will get the best results keeping the text left justified.

3. All text creatives must use absolute address for hyperlinks (start with http:// or https://). Best if placed on a separate line to improve click-ability.

HTML Guidelines The final copy of the HTML document should look exactly the way it is to be sent, with appropriate links in place. 1. Items to remember while creating HTML code:

a. DO NOT use MS Word as it adds too much unnecessary code that is caught by spam filters. Use HTML software such as Dreamweaver

b. DO NOT use layers – they won’t work in email applications.

c. DO NOT use body attributes or markups in HEAD of HTML as web based applications filter these out.

d. DO NOT use a body attribute tag of white (color=”FFFFFF”) as this is a SPAM trigger – emails default to white.

e. DO NOT use Cascading Style Sheets (CSS). These are not read by email applications.

f. DO NOT use header style code except for responsive design instructions. Use inline style code for your creative design. Keep in mind that some applications do not read header code so the responsive instructions may be ignored.

g. DO NOT use any JavaScript, frames, complex DHTML, anchors, div tags or header style coding. These do not work properly in web based email applications and are caught by spam filters.

h. DO NOT use forms– they won’t work in email applications.

i. DO NOT use image mapping. When the email envelope information is added the mapping coordinates are changed and are often misread or ignored by email applications ( especially by Hotmail/Live ) leaving the recipient with no clickable links on the image.

j. DO use simple/basic HTML code.

k. DO slice image into as many images as needed to have only one hyperlink wrapped around each image.

l. DO use ALT tags. The value in an ALT tag shows even when the images are turned off by the recipient’s email application.

m. DO put values in all ALT tags or remove the tags (no empty tags i.e. ALT=”” )

n. DO use full absolute web address for image source and hyperlinks. i.e. http://....

o. DO use HTML numeric code for special characters (i.e. © = &#169)


2. Items to remember while designing the look and message of creative

a. DO NOT use white or light text on dark backgrounds - sometimes default settings will delete the background and the text will not be seen against the default white background.

b. DO NOT exceed file size of 50k. Larger files are scrutinized by spam filters.

c. DO NOT MAKE YOUR MESSAGE ALL GRAPHICS WITH NO TEXT. Many email applications default to disable images so many recipients may never see your message. Be sure to have some copy in the top 1/3 of creative that can be read by recipients who have images turned off. It is strongly recommended that the email does not contain a higher ratio of image-to-text area. A lot of graphics will produce a higher SPAM score. No more than 30% of the design area should be images or graphics; the rest should be formatted text

d. DO keep email width to 600 pixels or less. This is to accommodate web based email applications that give only 600 pixels in the area where emails are viewed.

e. DO put a call to action in the top 400 pixels of the email so it fits above the fold. Testing shows a better response rate when at least one call to action is near the top of the creative.

f. DO include an opt-out/unsubscribe link. This is required by CAN-SPAN Law. All commercial emails must include a way for recipients to opt out of receiving emails from the advertiser.

g. DO include the advertiser’s physical address. This is required by CAN-SPAN Law. All commercial emails must include a physical address.

h. DO check your copy against the spam trigger words. See last page of this guide for a list of the most common words and phrase combinations that trigger spam filters to stop your message from reaching the recipient’s inbox. Remove any you find and replace with other non-trigger word phrases.

i. Creative should include these four essential parts for better response rates. By making sure these four parts are in the creative as HTML copy (not images) in at least one place in the creative will ensure that, in the case of image blocking, the message of the email will still be readable. Secondary links using images is good – testing shows that the more than one link to the call to action in a creative results in higher click through rates.

Part 1: your headline (in HTML format, non image-based)

Part 2: your sub headline (in HTML format, non image-based)

Part 3: body copy (in HTML, non image-based)

Part 4: at least one click / call to action in HTML, non image-based

3. Items regarding the CAN SPAM law to consider while creating your html and text copy:

a. The subject line must accurately reflect the content of the message

b. The message must include the advertiser's physical postal address

c. Message must include opt-out link to you so you can keep list of emails that do not want to receive messages from you again. This becomes your suppression list for future email blasts.

d. For more details regarding the CAN SPAM regulations please visit http://www.the-dma.org/antispam/E-mail_Chart.pdf

Subject line The subject line is your chance to get the recipient to “open” your message.

Motivate your target audience in the subject line by mentioning the offer and/or benefit Avoid using subject lines that are too vague – be specific. To comply with CAN SPAM laws, the subject

line must accurately reflect the content of the message Stay away from generic sales pitches – a clever or witty subject line can go a long way


Avoid anything that could get you trapped in SPAM filters - (i.e; “FREE”, “!”, “$”, etc.) Try testing several subject lines to determine what is successful Always be honest with your subject line; don’t bait and switch Consider using personalization Keep it short, less than 40 characters

Capturing Data: The data fields must be on a landing page. Use a link to go to the landing page where the recipient of the email can fill out information such as name, postal address, phone number. The recipient's email address will not be given to the client.

Tracking Online tracking will be set up automatically unless otherwise specified. When tracking is set up, your original links will look different (see examples next page). The links are changed so when the email recipient clicks on the link, it first directs them to our site to be counted, then to the customer’s site. This will track how many times the link in the email is clicked on. Tracking openings of emails can only be done to an HTML broadcast and not for Text. Examples: Customer’s original link: http://www.autoshowinmotion.com/pls/asim/frmMain.show After tracking is installed: http://content.emsnetwork.net/c.aspx?LK=49441&EM=

Unique Id’s 1. If the client wants to track the individuals based on unique ids, we can pass this value to their URL as a query

string and they can track at their end. (See example below) 2. If a client wants to assign a user name and password to each individual, the unique id field will be used to

perform a mail merge when the campaign is sent. http://content.emsnetwork.net/c.aspx?LK=49441&EM=12345&UNIQUE ID To Place Order: When you are ready to order, please confirm and forward your list selects and quantity desired along with the following:

HTML message copy as .html file (images need to be hosted on your site so that they're visible when the .html file is open)

Text message copy as .txt file (cannot be a Word .doc) Subject line. Per CAN-SPAM Law - must accurately reflect the content of the message. The “From” line. The name in the FROM line can be customized in most cases. Please supply a FROM

name if you don’t want our generic name showing. Test Seed List. Email addresses of others at your company who should receive test messages and

copy of actual message as it's transmitted. Provide email addresses from major email companies so you can see how it looks when sent to AOL, Gmail, Yahoo, AT&T, Comcast, Outlook, etc.

Any list of email addresses which you want to suppress from the rented email list (suppression list) (OPTIONAL)

Once we have received all these items we will process your order and confirm your broadcast date. All first time mailers with Dunhill are required to prepay in advance of the transmittal. Payment must be received prior to set-up and broadcast. Here's the sequence: We select the list and send you our invoice. The email will be transmitted following receipt of your payment.


6400 Congress Ave., Ste. 1750 • Boca Raton, FL 33487-2898 • 1-800-DUNHILL (386-4455)

Spam Trigger Words to Avoid in Emails

Here are some helpful tips to get emails through the SPAM filters and to the customer’s Inbox. The trigger words contained in this document, when used in either the subject line, email body or both may prevent the email from getting through. These terms increase in numbers quickly and the rules don't stay the same for long. This list should be used as a tool and not taken as a foolproof way to get through the filters. Successful marketing is all about making it through the clutter and getting the message heard! A adult*, ADV*, affordable, antenna, as seen on TV, accept, advertisement B bargain, baseball, Basketball, best prices, boost+reliability, breast, business opportunity, be you own boss C cable channel, cable TV, cards accepted, casino*, celeb, celebrities exposed*, cheapest, check or money

order, child support*, classified ado\<, dick here*, coed, coeds, congratulations, copy+ DVD, copy any DVD movie*, credit card*, credit + profile, cruise, confirmation number, cell phone, click here, call toll free

D dear friend·*, dear future millionaire*, debt, de-scrambler, descrambler, detective, diet, diplomas + university, directtv, dish, dishes, dream vacation, doublecllck.com*

E e-commerce, e-mail marketing*, enhance, enhanced, erotic, every+business+needs, exciting new, earn extra income, extra income

F FWD:, fantastic business, fat burning, friend@, financial independence, finalist*, financing, fitness, fixed rate, football, four reports, free!, free+installation, free+movie, free+no obligation*, free pager, for free?, for free!, future

G gambling*, getaway, golf, great credit card, great price, great stock, guaranteed H hard core, hardcore, herbs, herbal, hockey, home business, home-based business, home based business,

home document Imaging, home employment directory*, homeowner* homeworkers, hot stock, hot teens*, hair loss

I Increase sales, Information requested, Insurance, Interest rates, International+license, Internet business directory*, Investment, Investor, invest, Internet Spy, Increase your revenue

J join price, judicial judgment, just released, joke of the day K know your rights L legally, legal + problems, legally ordained*, license, life Insurance, lise your website*, loan, lose weight in*,

low interest, low interest, lust, lusty, lose inches M mail@, Mail to:, make money*, market, master card, MasterCard, merchant account, message, million emails,

millionaire, mini-vacation*, money back, money-back guarantee, money-making opportunity*, money making opportunity*, mortgage* , MLM

N napster, nasty, need+ funds, new car, nigeria*, nude, no obligation O offer*, online business, opportunity, opt-In, optln, one time, one-time mail, online promotion, order today,

order now!, over 18, over 21 P pager, paying too much, penis, penny stock, permanent low interest*, per week from home*, please respond,

porn*, pounds, pre-approved, promotion, prostate, public@ R RE:, refinance, refinancing, remove fat, removing fat, reward offered, receive*,remove*, removal

instructions S sales, sales@, satellite, satisfaction*, saw your site, save+inkjet, sex, sex-crazed*, sexy, sexual, smoking,

snoring, soccer, software they wanted banned*, some people succeed, special invitation, SPECIAL PROMOTION, sports, stock alert, stock +opportunity, stock pick, stock play, stockplay, subject line, success., success@

T teens, ticket, this message*, tickets, tired of, to be removed*, truth about anyone U unbelievable, uncensored*, uncollected, university+diplomas, unlimited income,

urgent+immediate release*, USA domains V vacation, viagra, venture capital, virginity*, visa, Visit*, vitamin, vitamins W waist, wealth, webcam, webmaster, weight, wilma, win a, winner confirmation, win one, work smarter not

harder X XXX Y your web site, your confirmation number, you have won # !, !!!, $, $$, “, //////*,$10,000*, I0K, $2,000*, 5 meg web*, 100%, 100% satisfied *used in a combination of ways



SAMPLE FORMAT FOR HTML EMAIL CREATIVE

The creative layout below has worked well. After several versions, this client found that this format works best for them. Here are the features that have boosted their click through rate:

1. A header above the first image in case the recipient has images turned off ensures the reader will see what the email is about above the fold (the line where the message is cut off by the bottom of the viewing window).

2. Every picture on the creative is clickable to the website. 3. The bullet points are short and easy to scan over when reading. 4. The calls to action buttons are graphic and large so they stand out. Graphic buttons tend to get a

better rate of clicks. However this is not to say to remove all text links as with mages turned off there would be no obvious call to action. On average, a combination of both works best.

5. Use Personalization - This B-to-B message has been personalized with both the recipient’s name and their company name.

Top Performing Dates

Business-To-ConsumerEMAIL MARKETING CALENDAR

www.dunhills.com 1-800-DUNHILL (386-4455) [email protected]

2017Average Performing Dates

Poor Performing Dates

Statistics gathered from email campaigns sent out annually were used to create this calendar. These statistics were gathered from many industries. Dunhill encourages that you test your companies’ delivery timing to find the optimal strategy for your specific programs.

Top Performing Dates

Business-To-BusinessEMAIL MARKETING CALENDAR

www.dunhills.com 1-800-DUNHILL (386-4455) [email protected]

2017Average Performing Dates

Poor Performing Dates

Statistics gathered from email campaigns sent out annually were used to create this calendar. These statistics were gathered from many industries. Dunhill encourages that you test your companies’ delivery timing to find the optimal strategy for your specific programs.

Dunhill International List Co., Inc Email Broadcast Information Form/Terms You will find information for filling in this form in STEP 1 on the following pages. STEPS 2 - 5 provide information on what will happen during the preparation for and deployment of your email campaign. Please fax back this form to 561-998-7880 or send it via email to your account executive. Name: Company Name Target Deployment Date: From Name From Address Subject Line Test Names/Email Addresses - Send test email addresses in an excel or tab delimited text file if more than 5 test names. First Name Last Name Email Addresses 1 2 3 4 5 Suppression File (if applicable) CAN-SPAM Compliancy- all creatives must be CAN-SPAM compliant

• The sender’s postal address must be included in message. • A client opt-out link should be included in message. • The list owner’s opt-out link will also be added.

Cancellations and rescheduling: • In the event that the project is cancelled or not deployed within 30 days of the test deployment,

cancellation and service fees may apply. • In the event that a deployment date needs to be changed after it has been

scheduled, a re-scheduling fee may apply. • Cancellations are not allowed once a broadcast has been deployed.


Dunhill International List Co., Inc


Your Email Deployment job will be handled in the following manner. As each step is finished, the project will move on to the next step. STEP 1 – PROJECT INFORMATION CLIENT MUST SUPPLY TO DUNHILL 1. NAME, COMPANY NAME and TARGET DEPLOYMENT DATE

Provide your name, your company name and target deployment date. Deployment can be 2 – 3 business days from receipt of signed order form, payment and Email Broadcast Information Form. Rush Orders can be accommodated- Inquire for pricing.

2. DEPLOYMENT INFORMATION

From Name. -This is the “friendly from name” that is seen when the email is received.

• Use brand name to maximize open rate. • Should accurately and clearly represent sender.

From/Reply to Address Information

-This is the address information that is seen after the friendly from name. • Text for the left of the @ sign can be edited. Text to the right of the @ sign is not editable. • All replies to your email message are received by Dunhill and forwarded to the email address in

the message.

Subject Line • Recommended 45 characters or less. • Compelling and actionable. • Consistent with message content (not deceptive or misleading). • Be aware of spam words/wording that may affect deliverability. • Personalization- if applicable.

3. TEST EMAIL ADDRESS FILES

Provide test email addresses - Consider including personal email addresses like Yahoo, AOL, Gmail for testing (if available).

• Send test email addresses in excel or tab delimited text file if more than 5 test names. • Include personalization data in separate fields for each test recipient if applicable. • Dunhill deploys 2 tests. Additional tests are $50.00 per test over 2.

4. SUPPRESSION FILES

• Dunhill can suppress a file of email addresses from deployment. File should consist of email addresses only and be formatted in a tab delimited text format. Records containing embedded tabs within client suppression file will not be matched and thus excluded. File should consist of valid opt-outs, not bounces.

• 5. BROADCAST MESSAGE- CREATIVE

• Supply the creative assets to Dunhill in an HTML (.htm; html) format and/or TEXT (.txt) version. • Email the creative assets to Dunhill as attached file(s), include image folder where applicable. • Word (.doc) or PDF (.pdf) documents are not usable. • Hyperlinks to PDFs and/or images should be hosted by the client. Dunhill can host images

when needed for a fee. • HTML Creative Modification/Creation Available- $100.00/hr. with a $300.00 minimum. • Can-Spam Compliancy- all creatives must be can-spam compliant.

-The sender’s postal address must be included in message. • A client opt-out link may need to be included in message. (ask your Dunhill Account Executive).

- A list owner opt-out link will be added.



STEP 2 – PROFORMA APPROVAL 1. PROFORMA APPROVAL

• Review and approve the Proforma. Email the approved and signed Proforma and any additional information (if requested) back to your Account Manager.

• If changes are needed, your Account Manager will send a revised Proforma for your approval. STEP 3 – TEXT EMAIL BROADCAST Dunhill tests your message before final deployment. Once all necessary paperwork, files and job information is received, a test message is deployed within 24-48 hours. 1. TEST TRANSMISSION:

• A Test of your email message will be deployed to your test names prior to the final blast to the target audience.

• Both the HTML and text versions are sent for client approval with TEST in the subject line. (If applicable).

• An email is sent to you from your account manager informing that the test has been sent and your approval is needed for broadcast deployment.

• 2 tests/revisions are provided. Additional tests are $50.00 per test over 2. 2. TEST APPROVAL:

• Verify your message- Make sure all items are correct. - From Line -Subject Line -Content -Test each link, verify all are working properly.*

• If there are changes, provide in writing via email. • If approved, forward approval via email to your account manager. *IMPORTANT: Do not opt out of the test broadcast as you will be omitted from any future broadcasts including your own.

What to do in case you do not receive the test:

1 Check your junk mail box. The message may contain information that your corporate spam filters may block.

2 Check with your IT dept and verify that the email did not get caught in company spam filters. 3 Check with other test recipients in the company and verify that they did not receive the test.

STEP 4 – EMAIL DEPLOYMENT Once test approval is received, your email broadcast will be scheduled and deployed.

• All test recipients will also receive the email deployment. • Email deployment is throttled to achieve the best delivery results.

Cancellations and rescheduling:

• In the event that the project is cancelled or not deployed within 30 days of the test deployment, cancellation and service fees may apply.

• In the event that a deployment date needs to be changed after it has been scheduled, a re-scheduling fee may apply.

• Cancellations are not allowed once a broadcast has been deployed.



STEP 5 – BROADCAST REPORTS A Broadcast Delivery Report is sent after deployment.

• Standard Delivery Report includes aggregate opens, clicks, delivered and a click through report. • Detailed Broadcast Analysis Report may be available – please inquire. It provides link specific

results including delivery, opens, click-throughs, opt outs. - Additional fees apply.

• A post broadcast opt-out file may be available (if needed). It must be requested prior to broadcast. - Additional fees apply.

EMAIL SAMPLE: From: YOUR COMPANY [[email protected]] (The From Name.) (The From Address) Sent: Tuesday, October 01, 2013 11:43 AM To: John Doe Subject: Helpful information for your email strategies (The Subject Line) This message contains graphics. If you do not see the graphics, follow this link to view. (This link allows the recipient to view the message through the internet instead of in their email browser.) Dear Mr. Doe, (Personalization) Keep design simple- See our Guide to Email Creatives for helpful tips on designing your HTML and TEXT creatives. Maintain a good Image to text ratio- Many programs either do not load images or filter messages that are image only to junk folders. Best practices are to keep total amount of image to less than 33% of total creative. Place a call to action above the fold - Link to more information above the visual fold in the message for best results. ___________ Company Name | Postal/Street Address| City, State ZIP code (Company Name and postal address for CAN-SPAM Compliance)

guidelines for designing emails

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