Email Deployment-

• All marketing materials are subject to approval prior to distribution and must display the required disclaimer.
• All mentions of the event must be displayed as requested.
• For general guidelines, please view the section on HTML below. Your message should be in HTML format. If you’re unable to create your message in this format, please contact us for a quote. There are no email templates.
• All orders (setup forms) must be submitted by your cutoff date and include a final copy of your email in HTML format.
• Each transmission includes 2 test messages.  Additional tests may incur a fee per test.
• Do not add a CAN-SPAM Footer/Opt-Out Statement.  One is provided.  If you need to review the text for internal approval, please contact us.

Need to convert your message to HTML? We offer custom HTML template creation services. Additional fees apply. Contact us for more details.

Suggestion:   Consider including a contact method in your email/mailer so attendees can easily reach you if needed.

Mailing List (if available)- 

• All marketing materials are subject to approval prior to distribution and must display the required disclaimer.
• All mentions of the event must be displayed as requested.
• All lists must be sent to a bonded mail house/printer.

1. General Email Coding Guidelines

• Use tables for layout instead of divs, as many email clients do not support complex CSS positioning.
• Stick to basic HTML (avoid JavaScript and external CSS, as most email clients block them).
• Keep your design simple by using table-based layers and avoiding HTML floats or positioning.
• The width of your emails should be 600-800 pixels (must be a whole-number pixel value).

2. Inline CSS for Styling

• Use inline styles instead of external stylesheets.
• Keep styles simple: font styles, colors, padding, and margins.
• Use fallback fonts to ensure consistency across email clients (e.g., font-family: Arial, sans-serif;).

3. Fonts in Emails

• Use whole-number font sizes (e.g., 10px instead of 9.5px).
• Email-Safe Fonts: Arial, Courier New, Georgia, Helvetica, Lucida Sans, Tahoma, Times New Roman, Trebuchet MS.
• Web-Safe Fonts: Lato, Open Sans, Oswald, Oxygen, Poppins, Quicksand, Merriweather, Raleway, Roboto, Rubik, Ubuntu.
• Custom fonts may not display properly in all email clients. Limit their use to logos or images.

4. Responsive Design (Mobile-Friendly)

• Use media queries for responsiveness (note: not all email clients support them).
• Make sure text and images are mobile-friendly (use a 600px width for the email body).
• Ensure links are easily visible and clickable on mobile devices.

5. Images & Accessibility

• Use img tags with alt text for accessibility and fallback support.
• Keep image file sizes lightweight. Example: A complex JPG at 500px by 500px should be around 100kb.
• Make sure image dimensions use whole-number pixel values.
• Do not design an email that is one large image—this increases the risk of spam filtering and reduces accessibility.

6. Avoid Unsupported Features

• No JavaScript (most email clients block it).
• Avoid complex CSS like flexbox, grid, and background images (they may not render properly).
• Do not use Flash-based elements. If you need animation, use a .GIF instead.
• Do not use a PDF-to-Email converter or Word processing software—they generate incompatible code.
• At this time, email platforms do not support Canva email templates, as iframe content cannot be displayed in sent emails.

7. Additional Best Practices

• Use as few columns as needed to keep emails simple and readable.
• Avoid overlapping visual elements.
• Include text content in the email—never send an email with only an image.
• If you’d like a view online link, include a blank row at the top with one of these: “View Online” or “View in Browser”
  • Use # as a placeholder, or {{~~ViewAsHtml~~}} to have the system generate the link automatically.
• Include a contact method—the send/reply address is not monitored in real-time.

8. Opt-Out & Compliance

• An opt-out statement is provided; you are not required to add one. It is appreciated, but not required, to include a blank row at the bottom as a placeholder. If you require a copy of this text to get approved internally, please contact us.

9. Need Help?

Email coding is not as advanced as web design. You’re encouraged to use a program dedicated to build your email in HTML format. Plan Bee Direct offers this service for an additional fee. Please contact us for more information and a quote.

Want inspiration? Check out this example email template: View Example or view some of the past templates we have built here.

We use a universal system font by default because email clients only support a limited set of fonts. While custom fonts might display correctly in some email clients, they will default to a standard system font if not supported. View Email & Web Safe fonts here.

• Email Safe/Friendly Fonts: Arial, Courier New, Georgia, Helvetica, Lucida Sans, Tahoma, Times New Roman, Trebuchet MS
• Web Safe Fonts: Lato, Open Sans, Oswald, Oxygen, Poppins, Quicksand, Merriweather, Raleway, Roboto, Rubik, Ubuntu.

Web-safe fonts and email-safe fonts are different. Web-safe fonts are specifically made for use on websites and can’t be found in operating systems or software. They’re added to websites using special tools. Email clients, like Gmail or Outlook, have their own set of email-safe fonts. These fonts may not be the same across all email clients. For instance, Gmail supports fonts like Open Sans and Roboto, but Outlook and Apple Mail don’t. However, if an email client doesn’t support a specific font, it will use a default font instead:  Apple Mail: Helvetica, Gmail: Arial, Outlook: Calibri.

Email Subject Lines 

Here are some tips for effective subject lines:

• Keep it short: Especially for mobile users, brevity is key.
• Limit punctuation: Excess punctuation can make your email appear spammy.
• Test and optimize: Regularly test different subject lines to learn what resonates with your audience.

 Character Limits by Platform

• Gmail (Desktop): 70 characters
• Gmail (Mobile): 38 characters
• Yahoo Mail (Desktop): 46 characters
• Yahoo Mail (Mobile): 40 characters
• Outlook (Desktop): 60 characters
• Outlook (Mobile): 30-40 characters
• Apple Mail (Desktop): 60 characters
• Apple Mail (Mobile): 40 characters
• iPhone Mail App: 35 characters
• Android Mail App: 30-40 characters

Tip: Most platforms display around 50-70 characters on desktop and 30-40 on mobile before truncating. To improve visibility, aim to keep subject lines under 50 characters for optimal display across all platforms.

Pre-Header Text (aka Snippet)

The optimal length for preheader text in email is generally 40-100 characters to ensure it displays fully across most email clients and devices. Here are some best practices to make the most of your preheader space:

• Keep It Concise: Shorter is better to ensure it doesn’t get cut off. Aim for around 40-70 characters if targeting mobile viewers.
• Complement the Subject Line: Use the preheader to add context or emphasize a call to action that supports the subject line, encouraging recipients to open the email.
• Avoid Repetition: Don’t duplicate the subject line. Instead, provide a teaser or additional details to spark curiosity.
• Front-Load Important Info: Mobile devices may cut off longer text, so place crucial words or phrases at the beginning.
• Include a Clear Call-to-Action (CTA): If appropriate, add action words or phrases to prompt the reader to take the next step.
• Avoid “Invisible” Filler Text: Many email clients show the first text in your email if you don’t specify preheader text. Don’t let boilerplate text or alt text appear in its place.

Keeping these tips in mind will help create preheader text that engages users and increases email open rates across platforms.