UVA Office of CME

Reserve date for your eblast ASAP to ensure you secure the date and time you prefer.

All marketing materials are subject to approval prior to distribution.  Messages should be in .html format but can be submitted via PDF at this stage. 

• All marketing materials are subject to approval prior to distribution and must display the required disclaimer above.
• All mentions of the conference on eblasts (including the subject line and pre-header text) or other communications must be displayed as outlined above.
• All links must be live.
• All images should be included.

Email Message: All messages must be in .html format. A text version is requested, but not required. If you would like assistance, please inquire for a quote.

• HTML Version: (.html file format). All images should be hosted. Image hosting is available for a small additional fee.
• Plain text version: no dynamic links (they should all be spelled out), no images or special characters. (.txt file format).  This is not required but is suggested for recipients that have high-security settings and only receive plain text messages.

View Online Link:  If you would like a view online link added to the top of your email, please include a blank row on top with the following text: ‘View Online’ or “View in Browser”.  For the link use: # (we will edit & add the link) or {{~~ViewAsHtml~~}} (this tells the system to add the link automatically once your email is set up).

CAN-SPAM Footer (Opt Out Text):  We add the opt-out text.  Please include a blank row at the bottom of your email as a placeholder.

From Line: The from line of each message will say: (EVENT NAME) on behalf of (Your Company Name Here)

Subject Line: Create a subject line for your message. You are encouraged to keep it under 50 characters to avoid truncating on computers. See section below form more information about subject lines on desktop and mobile devices.

Snippet/Pre-Header Text: When viewing an inbox, an email snippet is the very first line of text that your email recipient will see, following the email subject line. Some good practices when determining your snippet:

• Snippets should remain between 30-70 characters in length.
• They should be a continuation of the subject line.
• Include a specific, actionable CTA to encourage readers to open the message.

See section on Subject Lines & Preheader text below for more information.

Seeds/Decoy Email Addresses: Email addresses for yourself and colleagues (if requested). These email addresses will be used to send a test of each message for approval as well as the final deployment of your message.

• 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 orders must be submitted one week in advance of your approved transmission date.
• 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.
• Consider including a contact method in your message so attendees can easily reach you if needed.

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

• Opt-Out Statement is provided. You are not required to add one. Optional: Please include a blank row at the bottom of your email as a place holder.
• You are encouraged to include a contact method for the recipient.  The send/reply address is not monitored in real time.
• View Online Link: If you would like a view online link added to the top of your email, please include a blank row on top with following text:  ‘View Online’  or “View in Browser”. For the link use: # (we will edit & add the link) or {{~~ViewAsHtml~~}}  (this tells the system to add the link automatically once your email is setup).
• Do not use a PDF to Email converter.  The coding does not work for email.
• The width of your emails should be 600-800 pixels. This will display better on most clients. The width must be a whole-number pixel value.
• Keep your design simple. Try to use table-based layers and avoid coding that requires HTML floats or positioning.
• Background images generally do not load on most email clients.
• Images: Make the file size as lightweight as possible. Rule of thumb: a visually-complex color JPG at 500px by 500px should be around 100 kb. Make sure that the image’s dimensions are whole-number pixel values.
• Make sure your message includes text.  You should never design an email that is one large image. Sending a mass email with only one large image and no text can be ineffective as it may get flagged as spam, fail to convey important information to recipients who cannot view images, and hinder accessibility for individuals using screen readers.
• Do not include your from line, subject line, or snippet (pre-header text) on the HTML file unless you want it displayed on the email message.
• Avoid elements that require Flash or JavaScript. If you would like animation or movement in an email, a .gif is your best bet.
• Use as few columns as your content needs.
• Try not to have overlapping visual elements.
• Don’t forget about mobile devices.  People are opening emails on mobile devices more and more each day.  Your email should be readable on these devices and look close to the desktop version. Make sure links are clearly visible and can easily be clicked on as well.

Fonts: Use even/whole number fonts (ex- 10px vs 9x or 9.5px). Most email clients only read specific fonts.  Custom fonts work in some email clients but may fall back to a default system. If you have your own font, you should limit that to your logo or any text you add to images. 

View all email and 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.

Note:  Email coding is not as advanced as coding used for web design so you are encouraged to use a system built to design email templates.  There are a number of email template builders available online.  Plan Bee Direct can also have the template built for you for an additional fee.  Please inquire if you’d like a quote.

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.