Creative Guidelines

Creative is vital to a campaign and is what sets the ad apart. We want to make sure we are controlling the message and directing clients to the end KPI

Layout: A single-column design is best practice for most emails and is much easier to optimize for mobile devices.
Dimensions: Keep the maximum width of your email between 600px and 800px.
Images & Text: For enhanced Retina-quality images, design your image with double the
height/width that your email will be coded at.
Fonts: Use basic fonts such as Arial, Verdana, Georgia, and Times New Roman, and stick to one font in your creative.

For the complete guide to email creative best practices, click here.

Keep your HTML simple and use basic HTML tags for coding.
If your HTML software uses Cascading Style Sheets (CSS) for formatting, adjust the preferences to apply formatting using basic HTML tags only. If necessary, inline style sheets are an acceptable substitute for CSS.
Avoid comments in the HTML code - these can potentially flag spam triggers.
Create the HTML in an HTML editor in plain HTML. Do not use MS Word, MS Publisher, or other graphic/desktop publishing software. These programs often carry code that is already in the document and can negatively impact the code in the email. Additionally, heavily coded pages take longer to download, and Google often penalizes sites with slow download times. Finally and perhaps most importantly, users are impatient so slow download times can negatively impact the user experience.
Avoid JavaScript, submission forms, layers, or rich media (e.g., flash movies, animation). These cause deliverability issues that affect the campaign response and hinder deliverability for future campaigns and do not render correctly in many email ISPs.
Keep the offer, CTAs, and key information above the fold – 250 to 300 pixels in height is
recommended.
Design as a half-page rather than a full-page ad. Do not force the consumer to scroll.