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.
Subject Line:
Must start with “Your perk is here:”, Client to provide the remainder of the SL.
• Up to 20 characters with the offer up front.
• 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
Title/Header 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:
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
Secure Third-Party Tags: All third-party tags must be secure.
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.
Creative Review: One(1) round of mockups are 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)