Requirements
Target Device:
Desktop
Mobile Web
Logo Asset:
Client to provide 1 logo. Client name only, no additional brands or copy.
• Up to 300px W x up to 150px H
• Jpg, or Png (Under 300kb)
Note: If using transparent image background, ensure it will work on both
light and dark mode - we recommend putting a white outline around the logo to ensure compatibility with dark mode.
Hero Image Assets:
Client to provide 1 Hi-res lifestyle and product imagery hero image.
• 600px W x 420-600px H
• Jpg, Png (between 50-500kb), or Gif (Under 800kb)
Note: We can accept text on the image as well as collages. Less text is best and images should match the landing destination image when possible. Ensure the text is legible at ½ & ¼ scale, must be high contrast, and no buttons on images.
Gifs may have a max 30 frames and 256 colors or less. The first frame should include all important information for accessibility across all email clients.
Client to provide the final hero image.
Subject Line:
Client to provide.
• Less than 42 characters or up to 8 words
• Use emojis sparingly
• Sentence-case
Note: Subject line must focus on the special offer that is highlighted in the email.
Pre-Header:
Client to provide, this should differ from the subject line.
• At least 90 characters
• Sentence-case
• No emojis
Headline:
Client to provide.
• Less than 45 characters
• Sentence-case
Body Copy:
Client to provide.
• 2-4 sentences or less than 300 characters.
Special Offer (Optional):
Special Offer Headline- Client to provide.
• Less than 45 characters
• Sentence-case
Special Offer Text- Client to provide.
• 1-2 sentences or less than 200 characters.
Note: No first person / use of “we / us.” No non-inclusive verbiage like bride or groom, references to wedding couples should be gender neutral.
Special Offer Disclaimer Text- Client to provide.
• Must define dates of the offer, who is eligible for the offer, URL for full terms and conditions.
Button CTA Copy:
Client to provide.
• Less than 15 characters
• Sentence-case
• URL required
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:
No
Timing:
Assets are due 3 weeks prior to launch.
General Guidelines
Email Cadence: Clients with multiple month emails have to send us new creative for each month. Please provide at least 3-4 different sets of creative to allow for creative refreshes during the campaign flight. Creative for each month must be the same for each segment on Run Of Wedding emails.
Secure Third-Party Tags: All third-party tags must be secure. Client to provide exact tracking URL at time of deliverables. If they wish to update URLs each month, they’ll need to send us the URLs they want to use, we can’t update them in-house.
Data Collection Pixels: TKWW does not allow the use of data collection pixels.
Creative Review: One(1) round of revision is provided before approval is expected.
Email Build: All National Direct Emails are created in-house by TKWW’s team.
All asset elements are needed for build Subject Line, Pre-Heade, Headline, Body Text, Special Offer Text(if applicable), Call to Action Copy, Call to Action URL, Hero Image, Logo, Coupon codes (if applicable)
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 crossover use of TKWW brands on Run Of Wedding emails. I.e., client copy or tracking details cannot mention “The Knot” on the WeddingWire email and vice versa. Copy must be brand neutral, or distinctly separate.
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 or product.
Click through url: UTM accepted.