Requirements
Target Device:
Desktop
Mobile Web
KPI for Email:
Conversion/Lead Gen or Brand Awareness/Consideration
Logo Asset:
Logo in PNG or JPG format.
300x200 or a 5:3 ratio
Image Assets:
Hi-res lifestyle and product imagery in JPG, PNG, or GIF format
Landscape Styled Image 635x300
Subject Line:
Client to provide. Recommended < 42 characters
Pre-Header:
Client to provide. < 45 characters with spaces. This should differ from the subject line.
Title/Header:
Client to provide. Recommended < 45 characters
Body Copy:
Client to provide 2-3 sentences of content. Max 300 characters.
Special Offer:
Client to provide details of special offer. Max 200 characters.
Button CTA Copy:
Max 15 characters. Recommend “Learn More”
Button CTA URL:
Client provided
Disclaimer Text:
Client must provide if necessary
Body Copy URL:
If applicable, client to provide
Third-Party Serving:
No
Third-Party Tracking:
Yes, JS tags not accepted.
Timing:
Assets are due 4 weeks prior to launch.
General Guidelines
Secure Third-Party Tags: All third-party tags must be secure.
Blocking Tags: Blocking tags and retargeting/remarketing cookies are not accepted across the TKWW portfolio.
Data Collection Pixels: TKWW does not allow the use of data collection pixels.
Ad Safety Pixels: Ad safety monitoring requirements must be declared at time of booking.
Frequency Capping: Frequency capping should be discussed at time of booking.
Creative Review: Two (2) rounds of revisions are provided before approval is expected.
Email Build: All National Direct Emails are created in-house by TKWW’s team.
Subject Line: TKWW to have final sign off. Subject line must focus on the special offer that is highlighted in the email.
Title/Header: Do not include brand name.
Body Copy/Special Offer: No first person/use of “we/us”
Hero Image: No text on image. Image must be audience appropriate. No collage images accepted. No text on image accepted.
Logo: Client name only. No additional brands or copy.
Body Copy URL: Option for additional text link CTA (must be organically in the copy and different landing page than button CTA.) For example, if your main CTA is “Enter Now” your text link CTA might direct users to learn more about your company, product or sweepstakes.