1. General Email Coding Guidelines

• Use tables for layout instead of divs, as many email clients do not support complex CSS positioning.
• Include text content in the email—never send an email with only an image.
• 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.
• Suggested image width- 600-800px. (some larger images may not load quickly)
• Make sure image dimensions use whole-number pixel values.
• Keep image count low. Aim for 1 to 3 images

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 live text content in your email. Avoid sending image only emails, as they often trigger spam filters, display poorly on some devices and inboxes, and reduce accessibility for recipients using screen readers or blocked images. Live text improves readability, deliverability, and engagement.
• 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 to have the system generate the link automatically.
• Include a contact method—the send/reply address is not monitored in real-time.
• Limit links. Keep total links under 5 when possible
• Avoid URL shorteners. Use full, branded links only
• Maintain text balance. Do not send image-only emails
• Use clean HTML. Avoid pasted content from Word or PDFs
• Avoid spam trigger language. Skip phrases like "free," "guarantee," "act now"
• Limit formatting. Too many colors, fonts, or large text blocks can flag filters
• Use a clear CTA. One main action performs better than many competing links
• No attachments. Always link to them instead.
• Keep code simple. Overly complex layouts can trigger filtering
• Plain text version: Consider providing a text version in .txt format with no images, no special characters, and no tracking or dynamic links. All URLs should be written out in full. This version is optional but recommended for recipients with high security settings who only accept plain text emails.

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? View some of the past templates we have built here.

What should you include in your email to attendees?

Every message is different, but there are a few things worth considering when planning your email. A strong headline, clear call to action, booth or event details, speaker information, and easy ways to learn more or get in touch all help attendees quickly understand your message and what you want them to do next.

Please view the example below for ideas as you plan your message. You don’t need to include every element. Choose what makes sense for your company, event, product, or service.

View or Download

We use a universal system font by default on our email designs 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.

• 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.

Available personalization fields:

• First Name: first_name
• Last Name: last_name
• Full Name: fullname

Placement examples:

Subject line examples

• first_name, join us at Booth 2414
• first_name, see what’s new at _____
• Important update for you, first_name

Salutation examples:

• Hello first_name,
• Dear Dr. last_name,
• Hello fullname,

Prefix examples using last name

• Dear Mr. last_name,
• Dear Ms. last_name,
• Dear Dr. last_name,

If possible, please include the placeholder (blue text) as shown above.

Note: If you are requesting personalization, include first name, last name with prefix, or full name for each testing address you add when you complete your setup form.

Quick Reference

Email Subject Lines Tips for effective subject lines:

• Keep it short. Mobile screens often cut off after 30–40 characters.
• Avoid excessive punctuation, symbols, or all caps.
• Test and optimize. Try different lengths and wording to see what works best.
• Remove unnecessary filler words.
• Use clear, direct language so recipients immediately understand the purpose of the message.

Character Limits by Platform

• Gmail: 70 characters desktop, 38 characters mobile
• Yahoo Mail: 46 characters desktop, 40 characters mobile
• Outlook: 60 characters desktop, 30–40 characters mobile
• Apple Mail: 60 characters desktop, 40 characters mobile
• iPhone Mail App: 35 characters
• Android Mail App: 30–40 characters

Tip: Most platforms show 50–70 characters on desktop and 30–40 on mobile. To improve visibility across devices, aim for subject lines under 50 characters.

Preheader Text (Snippet) Optimal preheader length is 80–100 characters. Recommended range is 100–120 characters, with a maximum of 130–150 characters. On mobile, only 30–55 characters often display, while desktop can show 100 or more. Place the most important words at the start to cover both. Best practices:

• Keep it concise. Avoid long filler text.
• Complement the subject line instead of repeating it.
• Add context, a teaser, or a call to action.
• Front-load important info to avoid truncation.
• Specify custom preheader text so the first lines of your email body do not appear in its place.
• Personalization, such as a recipient’s name, company, or city, can help increase relevance and engagement. Include a short call to action whenever appropriate. Emojis may be used sparingly if they fit the audience and tone of the campaign.

When you receive the send address from Plan Bee Direct, please whitelist it. Please follow this link for complete instructions.

The send domain for all deployments is eventsponsornews.com.

Plan Bee Direct creates responsive HTML emails designed for desktop and mobile viewing. We also convert existing materials, including PDFs, Canva designs, flyers, and brochures, into email layouts. We rebuild your content for email delivery, adjusting the layout, text, images, and links as needed.

Email design services are offered at a discounted rate for conference attendee campaigns managed by Plan Bee Direct.

Note: Email design services are offered at a discounted rate for conference attendee campaigns managed by Plan Bee Direct.

1. Text Content: Include all the text and any links you’d like to incorporate in the message, clearly indicating their placement.
2. Images: Upload your logo and any other images you’d like to feature in the message.
3. Message Example (Optional): If you have an example or template in mind for how you’d like the message to look, feel free to upload it below. This will ensure we create a message tailored to your vision.

Follow this link to receive a quote in advance.

• Use images sparingly.
• Use standard web fonts.
• Keep the message focused on a single objective.
• Drive more clicks to your landing page with a clear & focused call to action.
• Include Links to Your Social Media Profiles.

Yes. We send a test once the content has been approved & setup form is received.

Yes. This is strongly encouraged since the send address is not monitored daily.

Yes. Plan Bee Direct can build your message as a responsive HTML email that will display properly on desktop & mobile. We offer this service at a discounted rate for these types of deployments. After you approve the proof, we load it into our email system and send a test email for your final approval. Find out more here.

Yes. Plan Bee Direct can convert PDFs into responsive HTML emails, ready for testing and deployment. For the fastest turnaround and lowest cost, please provide the email copy in a Word document or text file whenever possible, especially if the PDF is scanned or non-searchable. Find out more here.

Yes. Plan Bee Direct can convert Canva designs into email-friendly HTML templates while preserving your branding and layout as closely as possible. Please provide any images, fonts, and text used in the design to streamline the process. Find out more here.

Yes and no. You can send your message in Word or PDF format at the approval stage, but if you have images in your email (and/or hyperlinks, special characters, etc.), your email needs to be in HTML format. Plan Bee Direct can build your message as a responsive HTML email. We offer this service at a discounted rate for these types of deployments. After you approve the proof, we load it into our email system and send a test email for your final approval. Find out more here.

Three weeks before your scheduled deployment date
If you hire Plan Bee Direct to design your email in HTML format, submit your email design request if you would like Plan Bee Direct to create the message. This allows time for design, review, and up to two revisions.

Two weeks before your scheduled deployment date
Submit a full copy of your message for review. Include all text, images, and working links so the message layout and content can be verified.

One week before your scheduled deployment date
Complete the setup form. Include a final version of your message in HTML format*.

* HTML format is required for any email that includes images, buttons, hyperlinks, or styled layouts. Plain text emails without links or images do not require HTML.

No. We add an opt out statement to each message.

Yes. While the disclaimer does not need to be displayed prominently, it must be displayed on each email. If you do not add it to your message, we will add it above the opt out statement.

Yes. Reports (aka metrics) with open and click rates are sent within two weeks after the conference ends.

No. The sending domain is used for all sponsors. Releasing any information to a third party campaign manager will expose metrics for every campaign. The only reliable way to access your own tracking is through tagged links (UTM codes) in the message. These feed into your own Google Analytics or Campaign Manager setup.

When creating the HTML, you will need to add your own UTM codes to each link and test them to make sure they work before submitting the HTML to us. This way you can track your campaign on your end.