Email Format Requirements

Charlwood eMarketing has extensive experience in US, Canadian and international opt-in email programs and formatting requirements. We provide technical optimization of HTML email code to ensure proper display across multiple email applications. We also modify email code and content to maximize delivery to prevent false-positive filtering. We protect our clients by staying on top of the latest privacy law requirements for the US CAN SPAM Act of 2003 law effective Jan 1, 2004 and the Canadian Personal Information Protection and Electronic Documents Act (PIPEDA) also effective Jan 1, 2004.

Here is what we need from you to meet the US and Canadian legal requirements:

HTML Email (.html file)
- must have all images full referenced (use absolute URLs, not relative)
- file size of all images and HTML code must be under 100K (50K is ideal)
- generally 600 pixels wide and 500 - 800 pixels in height displays optimally in most email applications
- we suggest limiting text to under 250 words and a single link to a landing page on your website that clearly explains your offer
- since as many as 2/3rds of recipients use preview panes in Outlook or other applications, the top 2 inches of creative should include your main offer copy/graphic

Text-Back-up Email (.txt file without formatting e.g. not a Word .doc)
- required for those who can't view HTML - approx 10% to 20%

FROM Label
- some lists require a FROM label, and this must be the legal name of the advertiser, and can not be a person's name or a promotional label

Reply Email
- a reply email address will appear in the FROM line next to the FROM label and will be where replies will be sent (again, this is not always required)

SUBJECT LINE
- keep this benefit oriented and avoid common SPAM keywords (under 70 characters in length is optimal)

Advertiser Mailing Address
- must appear in the body of text and HTML emails as per law
- must be advertiser's full mailing address - no PO Boxes allowed

Opt-out email reply address or a link to an unsubscribe function
- advertisers must maintain and regularly update (monthly at least) a list of unsubscribers (called a "supression file") to all email programs
- this suppression file must be provided to list owners a week prior to when the email program is deployed
- a suppression fee of $100 to $200 (depending on the size of the file) is typically charged for this by list owners (mandatory as per law)

Client Examples of Properly Formatted Emails

HTML Email
Text Email

FROM: SMART Technologies Inc.
Subject line: Grants for SMART Board interactive whiteboards

Deployment
By law all opt-in or permission based email lists must be deployed by the list owner or list manager who has exclusive rights to a publication's email database. Additionally, multi-part email deployment (meaning graphic HTML email message delivery) requires special email software (e.g. not Outlook) for sensing if the receipt can receive HTML emails, and will also manage bounces/returns and unsubscribes.

Please contact us for help or with any further questions.