Email Performance Advertising Requirements and Best Practices

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Mediabids Email Performance Advertising Requirements & Best Practices

Mediabids Specific Requirements:

In order for us to be able to supply different publications email templates with appropriate tracking items, please follow these requirements:

  1. Use TEXT based phone numbers:
    • Placeholders for unique phone numbers should be in text form, NOT embedded in images.
  2. Use TEXT based URLs:
    • Placeholders for URLs, which will include a publication-specific tracking code, should be in text form, not embedded in images.
  3. QR Codes:
    • If the email contains a QR code, this should be an independent image element in the HTML, not embedded as part of a larger image.

HTML Email Development Practices:

Designing HTML emails requires a different approach than building standard web pages. Because email clients often have limited and inconsistent support for modern HTML and CSS, it is crucial to follow established best practices to ensure your emails display correctly across all devices and platforms. Below are the key guidelines for effective HTML email development:

  1. Use Table-Based Layouts:
    • Stick to TABLE tags for layout instead of CSS-based positioning.
    • Nest tables for complex layouts.
    • Avoid relying on DIV tags and CSS floats.
  2. Use Inline CSS Styles:
    • Use inline styles (style="...") for all styling.
    • Avoid external stylesheets or STYLE tags, as many email clients strip them out.
  3. Keep It Simple and Lightweight:
    • Use minimal HTML and CSS.
    • Avoid JavaScript, forms, and embedded media (like video or audio).
    • Limit the use of web fonts; fallback to system fonts.
  4. Use Standard Fonts:
    • Stick to web-safe fonts like Arial, Verdana, Georgia, Times New Roman, and Tahoma.
    • If using custom fonts, always provide fallbacks.
  5. Set a Fixed Width:
    • Use a fixed width (typically 600px) for the main container to ensure readability on most devices.
  6. Include Alt Text for Images:
    • Always add alt attributes to images for accessibility and fallback when images are blocked.
  7. Use Absolute URLs:
    • All image and link URLs should be absolute (e.g., https://example.com/image.jpg), not relative.
  8. Make It Mobile-Friendly:
    • Use responsive design with media queries (though support varies).
    • Consider a single-column layout for better mobile compatibility.
    • Use larger fonts and buttons for touch screens.
  9. Test Across Clients:
    • Use tools like Litmus, Email on Acid, or Mailtrap to preview your email in different clients (Gmail, Outlook, Apple Mail, etc.).
  10. Add Unsubscribe and Contact Info:
    • Include a visible unsubscribe link and your company’s contact information to comply with anti-spam laws (like CAN-SPAM, GDPR).
      Note: The actual unsubscribe URL will be publication supplied, but the design should include a placeholder ({UBSUBSCRIBE}) for it.

Example Email Template:

The following is a sample email template's HTML following the guidelines above :



<!DOCTYPE html>
<html>
	<head>
		<meta charset="UTF-8">
		<title>Sample Email Template</title> 
	</head>
	<!--
		Token fields indicated by curly braces are supplied by Mediabids and/or the sending publications. 
		It is vitally important these tokens be in a text format and *NOT* embedded within images.

			{PHONE_NUMBER}   - Toll Free Number: Populated with the number assigned to sending the publication. 
			{SOURCE}	 - URL Source Code:  Populated with the code assigned to the sending publication.   
			{UBSUBSCRIBE}	- Unsubscribe URL:  Supplied by the sending publication for management of their marketing email lists.
	-->
	<body style="font-family: Arial, sans-serif;  margin: 0; padding: 0;">
		<div id="container" style="max-width: 600px; margin: auto; padding: 0;  background-color: #ffffff;">
			<div id="header" style="text-align: center;  margin: 0; padding: 0;">
				<img width="600" src="https://www.mediabids.com/cache/erie.png" alt="Erie Header" style="margin: 0; padding: 0; display: block;">
			</div>
			<div id="content" style=" text-align: justify; margin: 0; padding: 0;">
				<img width="600" src="https://www.mediabids.com/cache/erie3.png" alt="Erie Footer" style="margin: 0; padding: 0; display: block;">
				<table style="text-transform: uppercase; font-weight:bold; font-size: 30px; text-align: center; padding: 5px;">
					<tr>
						<td><span style="color: #1e303d;">Call Today</span> <span style="color: #a71e24;">{PHONE_NUMBER}</span></td>
					</tr>
					<tr>
						<td><hr style="border: none; height: 1px; background-color: #a71e24; width: 75%;" /></td>
					</tr>
					<tr>
						<td>
							<span style="color: #1e303d;">Visit </span>
								<span style="color: #a71e24;">
									<a href="https://eriehome.com/{SOURCE}" style="color: #a71e24;">eriehome.com/{SOURCE}</a>
								</span> 
						</td>
					</tr>
					<tr>
						<td style="font-size: 14px; text-align: justify; padding: 5px; text-transform: none; font-weight:normal;">
							New orders only. Does not include material costs. Cannot be combined with any other offer. Minimum 
							purchase required. Other restrictions may apply. This is an advertisement placed on behalf of Erie 
							Construction Mid-West, Inc (“Erie”). Offer terms and conditions may apply and the offer may not be 
							available in your area. If you call the number provided, you consent to being contacted by 
							telephone, SMS text message, email, pre-recorded messages by Erie or its affiliates and service 
							providers using automated technologies notwithstanding if you are on a DO NOT CALL list or 
							register. Please review our Privacy Policy and Terms of Use on homeservicescompliance.com. All 
							rights reserved. License numbers available at
							<a href="https://eriehome.com/erielicenses/" style="color: #a71e24;">eriehome.com/erielicenses/</a>.
						</td>
					</tr>
					<tr>
						<td align="right"><img width="120" src="https://www.mediabids.com/cache/mbqr.png" alt="mediabids.com qrcode"></td>
					</tr>
				</table> 
			</div>
			<div id="footer" style="font-size: 12px; color: #777; text-align: center; padding: 20px;">
				<p>To stop receiving future communications, please <a href="{UBSUBSCRIBE}" style="color: #a71e24;">unsubscribe here</a>.</p>
				<p>© 2025 Erie Home. | All rights reserved.</p>
			</div>
		</div>
	</body>
</html>

By following these best practices and requirements, you can reduce the risk of your email campaigns being flagged as spam, ensure proper display across platforms and devices, and enable accurate tracking across multiple publications—ultimately improving deliverability, engagement, and response rates.