Email Campaign Guide

Warning: Not following these guidelines have been proven to create a
poor performance in delivery & click rates and/or have jeopardized our sending IPs.

Client's Responsibility

If you have not done so please contact your sales representative or call 877-831-0101 to complete an email campaign worksheet.

We would also like you to provide us with a sample of marketing information that will help us create something with your brand and your particular message to advertise. Provide us with an example of what you would like in the following formats...

  • Company Website
  • HTML (.html, .htm) - please include your images
  • Word Document (.doc)
  • Images (.jpg, .png, .tiff, .pdf, .gif, .gif animations)
  • Images (.ai, .swf, .psd) - please include your fonts


Create an advertising message that promotes the benefits of your product or service to your specific target customer. Focus on satisfying customer needs or desires rather than talking about yourself rather than selling the features.

The message a marketing campaign conveys to your target audience needs to be clear and concise. Identify what problem your product will solve for them to demonstrate why they need your product.

The Correct amount of copy is important. Not enough copy and/or too many images may trigger spam filters. However, to much copy will get lower click rates because people do not want to read it all. The client should think of the email campaign as if it were a billboard. Keep the topic relevant and to a single topic. Don’t try to cover it all.

Best Practices

  • Use 20% images to 80% text
  • Have a clear Call to Action (CTA)
  • Message should not extend beyond the screen
  • 2-3 short paragraphs of content
  • Bullets should have short explanations
  • Do not list your website name
    (use button “Visit Site”)
  • Use personalization
  • Stay on one single topic


Size: Images do not need to be any larger than 680 pixels wide as that would extend past the width of our template. Images should be sent the size in which you would like them or larger. If a small image is enlarged to fit a larger area pixelation will occur. Some platforms will only display the image the size that the image is rather than using the code to resize the image. It is better to have the image the actual size that you want or larger. Smaller images that are inlarged tend to have a pixilated or blurry appearance.

Format: We accept almost any type of image as we can convert it an RGB png, jpg or gif. And yes, we can email animated gifs however not all platforms will run the animation so be sure to have the first slide in the animation to have the content you want to be displayed.

Quantity: It's not necessarily how many images you use, but it is important to have a well-balanced ratio of text to image. For the best delivery rate, we found that 80% text to 20% image (or fewer) work best. We will not send an email campaign that has more than 50% images in the content of the email as it will jeopardize our IP addresses.

Copyright: We can not use an image with a watermark on the photo unless it's the client's watermark. It is the client's responsibility to send us images they have the authority to reproduce. Images must be purchased or owned by the client for us to use that image in an email campaign. Stock images from sites such as / or must be bought by the client and sent to us before deployment. We do not purchase images for the client.


Size & Color: Spam filters have been known to detect variations in font size and color. We recommend not to use more than three variations. We typically use three font sizes; headlines, body, and disclaimers. We can use any color for text but you don't want to hide text by using the same color text as the background, that may also trigger spam filters.


Caps: Having three or more letters capitalized in a row in any word can trigger spam filters. We can prevent this by placing portions of the copy in an image. Text that is in all caps will be changed to lowercase unless it is contained in an image or is necessary for comprehension.

Supplied Text: Whenever possible, please type out the copy you would like in your email. This will expedite your order, preventing multiple revisions with grammar & spelling mistakes.

Subject Line

We Recommend using 35 characters or less so that the subject line is easy to read even on a mobile device. We can not use words in all caps, use the word free & or reference currency. We can recommend a few subject lines that are similar but may work better then you suggest.

Avoid Spam Filters Test Your Subject Line!

See if your subject line contains any spam filter language. We will let you know if there are any words, phrases or symbols you want to avoid.

Spam Filters

A spam filter is a program that is used to identify unsolicited and undesired email and block them from reaching a user's inbox. A spam filter looks for specific criteria in the email and subject line on which it determines to approve or send the email to the recipient's junk mail.

CAN-SPAM Compliance

Follow the CAN-SPAM Act that establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations. For more information Click Here.

Responder File

After your campaign has deployed, we will put together a responder file approximately 2 days after the deployment date. This file will provide you the opens and clicks of the recipient's emails and appended data so that you may follow-up with those interested in your product. For more information contact your sales representative or call 877-831-0101

Email Marketing Expectations*

Business to Business

Open Rates:
Click-To-Open Rate:
Bounce Rate:


Open Rates:
Click-To-Open Rate:
Bounce Rate:

Opt-In Customers

Open Rates:
Click-To-Open Rate:
Bounce Rate:

*Average rate percentages are provided by Google and marketing results in 2019

Many variables can influence the outcome of an email campaign. Some variables include the audience, offer, subject line, content, amount of images and sender recognition. Multiple email campaigns improve your conversion rates. You need to reach out multiple times through different marketing channels. We provide a responders file with recipients who opened and clicked through your email campaign. Clients who follow up on the responders list have the most success from their email campaigns.