Marketing - Permission Based E-News and Products

Knowledge Marketing's HTML Email Quick Guide
NOTE: This guide, while good general info for HTML email is intended for Knowledge Marketing Customers/Clients.

ECN, The Enterprise Communication Network , combines a powerful set of Internet Marketing Tools designed to create and maintain valuable 1 to 1 relationships with your customers through Web and Email based marketing and communications.

This document provides information on optimizing your email message through best practice recommendations. It also includes additional information as to how ECN's features can help maximize your efforts when communicating with your customers through HTML Email.

Whatever your choice in ECN tools or Knowledge Marketing services, our expertise in HTML email design, delivery, data gathering and reporting provides your customers with a rich experience and lasting impression of your business and products. Knowledge Marketing strives to provide the best in customer service for our clients. We listen to your needs and strive to accommodate them through full featured and robust application solutions and superior client services. If you prefer, Knowledge Marketing's staff of web designers can also assist you with the creation of effective HTML emails for you and your business. Or maybe you are simply in need of "sprucing up" your existing Email communication? Our staff is available to provide the skills and support you need to optimize your web-based customer communications.

BEST PRACTICES FOR HTML EMAIL

We have compiled a set of recommendations geared toward optimizing your messages and preventing some common mistakes. While the information provided below is good general counsel for all HTML emails, much of this advice will provide specific ECN references. In most cases ECN will resolve or prevent potential issues for you by default. This guide is intended to provide you with quick reference points and additional resource links should you need further information on specific topics.

TIP:Take advantage of ECN's built-in WYSIWYG editor. ECN.Communicator, an online content management tool that allows you to create emails for promotions and targeted messages in minutes. ECN Communicator's content editor allows for the creation of content even if you don't know how to code HTML. Get your message out fast.

We have compiled a set of recommendations geared toward optimizing your messages and preventing some common mistakes. While the information provided below is good general counsel for all HTML emails, much of this advice will provide specific ECN references. In most cases ECN will resolve or prevent potential issues for you by default. This guide is intended to provide you with quick reference points and additional resource links should you need further information on specific topics.
TIP:Take advantage of ECN's built-in WYSIWYG editor. ECN.Communicator, an online content management tool that allows you to create emails for promotions and targeted messages in minutes. ECN Communicator's content editor allows for the creation of content even if you don't know how to code HTML. Get your message out fast. Updates and changes can be made quickly and easily, and pages can be added or deleted with the click of a button. Import your existing HTML and graphics to maintain your corporate image and branding.
We have found that there are some general rules to follow that can save you time and effort when creating and sending HTML emails.
________________________________________
:: G e n e r a l G u i d e l i n e s

When you are creating your HTML content outside of ECN, it's best to code your emails by hand to avoid extraneous formatting (use note/word pad) or use programs such as Dreamweaver or HTML KIT to create clean code.
Don't - Use Microsoft Word or Front Page to create your Email HTML. These programs add Microsoft specific code to your HTML which does not play well with Email browsers.
Buttons vs. Links: There is some data that suggests that using buttons for your calls to actions outperforms text based links.

When to send: Helpful Benchmarks
The best days for opens are Wednesday, followed by Monday and Thursday, Tuesday and Friday, Sunday, and then Saturday. While 27% of email is opened on Wednesday, only 12% is opened on Saturday.
Click-through rates follow a similar pattern, with 5% click-throughs on Wednesdays and Thursdays, but only 2% click-throughs on Saturday and Sunday.
DON'T - send messages that are too large. We recommend your email size not exceed 100K (images and HTML)
DON'T - Include forms in your email message. House them on your web site or landing page. Many email clients strip out functionalities of the form and render it useless. (contd)

DON'T - Use scripting in your email (JavaScript, Visual Basic etc.) scripts will be stripped out, causing the intended function to break. Scripts can be interpreted as malicious code and your message will be rejected before reaching your intended recipient. Direct users to your web site or landing page to access dynamic components.

DO -Test your message in key subscriber email clients (Yahoo, Gmail, Hotmail, Outlook 2007 and Outlook Express to name a few%u2026) and across different browsers. Test with your images off and test your message in different email viewing panes. Become your customer and be diligent about viewing this message from the recipient's viewpoint. Know what your message "defaults to" in various platforms, programs and clients.

________________________________________

:: H T M L C r e a t i o n

As a general rule, format your email to a maximum of 500-600 Pixels (w) for optimum display in most Email applications and preview panes. Height can vary (+ or -). Your important content (calls to action etc). should be displayed at the top and to the left in your emails. Try to keep the total message size under 100 KB.

DO - include a text version (.txt) of your email message with full URL addresses for the links. This is required for those who can't, or elect not to view HTML. -(approximately 10% to 20%.)
>>ECN Tool - ECN.Communicator automatically creates/exports a text version of your HTML message.

DON'T - Include the document TYPE, HEAD, TITLE, META, or BODY tags in your email content when placing HTML code into the ECN Editor Tool.The content in your document that lies between the body tags is all that is needed.

:: C S S
DON'T - Use external/linked CSS and avoid CSS in HTML email. (See Outlook 2007 requirements)
Sure CSS on a Web site can simplify the coding /updating process and ensure a consistent style. But in HTML email, standard CSS used commonly for the web can cause incorrect rendering in MOST email clients, or get stripped out or overwritten. We do NOT recommend the use of external CSS. If you choose to use CSS, use the embedded styles also known as "inline." Embed the style inline with your content, not above the body. ( A full listing of non-supported HTML tags and properties in Outlook 2007 are available here

DON'T - Use "float" or "position" CSS properties. Instead use standard HTML tables to control your layout. Or use one of the templates provided in the ECN HTML Editor. ECN.Communicator provides three (3) Standard content layout template options to choose from: Newsletter, Post Card, Retail/Product. To locate these templates log into your ECN account, select CREATE CONTENT from the ECN menu bar. In the WYSIWYG Editor menu bar you will see the TEMPLATE icon next to the preview icon.

Select the template icon and the editor will display thumbnail images of the template sample layouts (see screen capture). Click on the template of your choice and it will open in the WYSIWYG editor where you can easily create a newsletter that is simple to create, update and modify to your specifications and content.

Knowledge Marketing strives to accommodate your needs with full featured and robust application solutions and superior client services. Our web designers are available to provide the skills and support you need to optimize your web-based customer communications. For more information contact your customer service representative or account manager.

:: T e x t / F o n t s
DO - Declare your text justification. The default setting could be either left OR center. Don't leave the decision up to a default setting.

DO - Use < p > < /p >tags instead of tags for < div > < /div > alignment purposes

DO - Keep your message clear and concise and limit the number of links to only those absolutely necessary to support your message.

DO - We recommend using a sans serif font like Verdana/ Arial/ Sans Serif for readability consideration.

DON'T - Use embed tags.
Avoid using white (#ffffff) in a font tag as your message could be blocked as this is common practice for spammers.

TIP: Apply all text formatting to your HTML text from the ECN editor. This is a tip that will save you time and guarantee properly placed text style formatting in your HTML code.

:: I m a g e s
DO - Fully reference all images - Alt tags, image sizes (keep images under 40 KB ) and fully referenced URL should be indicated (Images stored in the ECN Communicator Media Libray are all fully referenced) Images should be sized appropriately BEFORE exporting into ECN Communicator.

DO - Use image alt tags (labeled Alternative Text in ECN tool) Major ISP trade groups, such as the Messaging Anti-Abuse Working Group (MAAWG) and the Anti-Phishing Working Group (APWG), confirmed default image suppression as an industry best practice for ISPs. Using Alt tags provides you the option of describing or referencing an image that may not display in your message to your customers who are suppressing images by default or choice (65% of email recipients in the United States). Alt tags assist you in protecting the validity of your message.

Do - Enter the height and width of your image to make sure that the blank placeholder image of some email clients doesn't throw your design out of whack. In ECN.Communicator your image width and height display by default in the properties box. Your images should be sized prior to uploading into ECN Communicator.

DO - Save images in .JPG or .GIF format. (JPG images for photos - GIF for solid colors)
DON'T - Use 1x1 pixel spacer gifs. They are often found in spam and could get your email flagged.
DON'T - Use background images.

DON'T - Use image maps
DON'T - Embed images in your email message. A common mistake involves embedding images improperly into messages. Images can't simply be copied and pasted into the email message. Images MUST be stored online (internet accessible) so the message can reference the location of the image on the Internet. ECN Communicator offers our customers a MEDIA LIBRARY. Use the ECN media library to easily upload store and reuse images as needed. If you elect not to store your images in the ECN Media Library or to host images on a separate site provider be sure that your images are stored in an online folder and that the FULL image URL (absolute path), such as http://www.my_business.com/images/wow.gif, is included in your email to prevent broken links.