• Your email blast should be no wider than 600px and responsive so it displays properly on mobile devices.
• Sans serif fonts are best.
• Have a clear call to action (CTA) and make sure the CTA button is ‘above the fold’ (can be seen before a user has to scroll on desktop and mobile).
• Some people block images by default, so you’ll typically see better response rates when your email isn’t one large image.
• Print advertising and email are very different mediums, we do not recommend turning an image of your print ad into an email.
• Keep copy short and to the point, people tend to spend about 9 seconds reading an email. If you need to add more detail, put that lower in the blast and below the CTA to keep the most important info above the fold.
• Spend time on your subject line. Subjects that are engaging, ask questions, elicit fear of missing out, or call for an action perform best.
• Animated GIFs don’t work for all versions of outlook so if you use one in your email, be sure that your first frame has all the most important info/CTA. For those that do see the GIF, be sure to allow enough time on each frame for someone to read all the info.
• Most email platforms cannot support video in an email. The best practice here is to provide a still image with a play button over the top of it, so it looks like a video. Users can click that and it will direct them to where your video is hosted and they can view without issue.
• Acceptable Format for pre-built emails: HTML file in a zipped folder (keep the html file weight as low as possible). Our email security software will mess with the html file if it is not in a .zip.
• Requirements for emails we build: You must provide all links, copy and images. If you have a design/layout preference you can share a PDF of what you have in mind and we can replicate to the best of our ability. Keep in mind that when building emails we’re working in terms of rows and columns, so designs that are overly complex may need to be tweaked to make your email responsive and display properly
• We highly recommend you include a tracking code at the end of the URL the ad links to. This enables the ability to track the ad performance via your own website analytics tools (such as Google Analytics). If you are not familiar with this process, please see this URL Builder Tool resource from Google: https://ga-dev-tools.appspot.com/campaign-url-builder/

CONTENT ARTICLE BEST PRACTICES:

• 500 words minimum
• Have a clear headline that is timely and relevant
• Select a topic that resonates well with our audience
• Be educational

DISPLAY ADS BEST PRACTICES:

• Submit multiple (no more than 4 sets) of visually different creatives. The campaign can be set up to serve the creative receiving the most clicks more frequently.
• Your ads will be shown on mobile devices or tablets. Make the text as large and easy-to-read as possible. Use sans serif fonts without italics.
• If using an animated GIF, ensure the frame stays visible long enough for a user to read the frame. Do not make the ad rotate too quickly or flash.
• Have a clear call to action on the ad “Click/Tap For More Information”
• If the background color of the ad is white, the ad must have a colored border around it to help make the ad stand out from the site.
• Less is always more when it comes to the amount of content on the ad. Keep it brief and to the point.
• Include a tracking code at the end of the URL using this free tool: https://ga-dev-tools.appspot.com/campaign-url-builder/
• Keep the file weight as low as possible.

Note: If supplying video, please upload the video to YouTube first and then provide a link to the video.
If you are pointing your sponsored content piece to a landing page on your website, check out “Landing Page Guidelines” (link to that section).

SOCIAL MEDIA ADS

LinkedIn: We will need to get advertising admin permission. We will need the link to the client’s LinkedIn Page, from there we will send an advertising request. An admin on the client’s LinkedIn page will need to approve that request. After the ads conclude, the client can remove our advertising admin status.

Facebook: We will need advertising permission on Facebook/Instagram. Client will decide between Targeted or Sponsored Ads and share the link to their social pages, from there we will work towards getting the specific permission needed for the ad type chosen.

SOCIAL ADS BEST PRACTICES:

• Use High-Quality Visuals: Use high-resolution images or videos that represent your brand and message.
• Keep it clean. Social ads often have text to image ratio requirements, be sure to keep your ad clean and focused.
• Use a clear call to action: Make your CTA clear and direct (e.g., “Shop Now,” “Learn More”). Use contrasting colors to make the CTA stand out.
• Ensure ads are optimized for mobile viewing.