When preparing your HTML email campaign, we advise you to keep the following in mind.

  • All creative is subject to approval by ESPN Pty Ltd
  • Use of ESPN logo's or IP is not permitted unless prior arrangements have been made

Email Creative Size

Your email content and creative should be kept to a maximum of 600px so that it will display in email application viewing windows to best effect.
We encourage you to maximise the content 'above the fold' and recommend limiting the length of the email to 800px.

Alt Tags

Ensure that all your images have an alt property that will provide descriptive and meaningful content even if images are not displayed for any reason.

<img src="http://www.footytips.com/images/logo.gif" width="228" height="59" title="Footytips" alt="Footytips" />

Declaring Image Heights and Widths

Always specify the width and height of images contained in the email to keep formatting consistent in case images do not load.

<img src="http://www.footytips.com/images/logo.gif" width="228" height="59" title="Footytips" alt="Footytips" />

Background Images

Support for background images in email is very poor, notably in Outlook 2007. Try to design your email creatives without relying on background images and compensate by specifying a background colour which will appear if the images do not render.

<table border="1" bgcolor="#FF0000">
		<td width="300">Table Content</td>
		<td width="300">Table Content</td>

Default Link

The Default link is the main link that you would like the list subscriber to click on when they receive your email. You can have as many links within your email as you like, but the Default link is the most important one.

Clean & Simple Layout

CSS positioning elements are not supported in most web-based email clients. For this reason, it is recommended that you use tables to format your emails.

Inline Styles

Inline Styles are preferable to other style definitions as many email clients strip out all information not contained within the body of the email. Keep styles as simple as possible - many advanced CSS properties are unsupported by email clients.

<div style="border: 1px solid red;">Content</div>

Image File Sizes

Images should be kept to the lowest file size possible to improve email loading time.

Tips to Avoiding SPAM filters

Image to Text Ratio

The greater the text to image ratio the better chance you have of avoiding spam filters.
i.e. use more text and less images


Length should be less than 50 characters. Ideally your subject should be between 4 - 8 words written in sentence case and refrain from exclamation marks. The best subject lines are descriptive of the content and capture the viewers interest.

For spam reasons avoid the following words (especially in ALL CAPS): free, offer, 50% off, click here, subscribe, earn, bonus, guaranteed, act now, while supplies last, why pay more, visit our web site, time limited, plus all the obvious pharmaceutical and sexual words.

Body text

Avoid using large font sizes and stick with only one or two different fonts and/or sizes.

Recommend Against

Important Many email applications do not support the following elements:

  • Java
  • Javascript
  • VBScript
  • Form elements
  • Frames
  • ActiveX
  • Animated GIFs
  • Flash
  • Embedded Video

For more information regarding these Guidelines, please contact us at:

ESPN Australia Pty Ltd
Level 3, 68 York Street
Sydney NSW 2000
P: +61 2 8622 8444
F: +61 2 8622 8483