Email Campaign Assets

Below is a basic list of assets that comprise a typical e-mail campaign:


Subject Line

This is one of the most important items in e-mail marketing. The subject line should aptly and succinctly describe the content of the email and be compelling. Using a subject line over 60 characters will potentially harm performance of a campaign, as will using terms and phrases that could be considered “spam”.

From Line

This is typically the sender’s name and appears in the header of the e-mail.

Reply-to Address

This must be a valid, functioning e-mail address. It also appears in the header section of the email. All email replies to the email campaign will be sent to this e-mail address. The campaign will receive bounces once the campaign is deployed, so it is best to use a “departmental” email address rather than a personal account (“ is preferable to “”).

Can Spam Address

The postal mailing and/or street address of the client represented in the message. ASM will automatically add this address to the bottom of any email message where this address is no already included.

HTML Message

Both html and text version of the e-mail message are required, as some recipients may not support HTML and will only be able to receive the text version. Including a text version also ensures better campaign performance, as sending only HTML can trigger spam filters.

  • HTML files must be in .htm or .html format (.doc, .docx and .txt files are unacceptable).
  • All styles should be included within the html file, preferably inline style
  • All HTML must have been tested and approved for rendering across browsers/email clients
  • The sender postal address must be included in the body of the e-mail in order to comply with the CAN-SPAM Act.

Image Files

Many e-mail messages contain images. The full URL path to the image file should be included in the html file. If ASM is hosting the image files, the client must provide all the image files as follows:

  • Referenced in the html with the same file naming convention.
  • Image file sent as an attachment in either.png, .gif or .jpg format.
  • Fully optimized for the web to minimize email download times. If a file is too large, ASM reserves the right to reduce the file size in order to optimize performance.

Text Message

A text version of the email message must also be included with each campaign. Some recipients may only be able to receive text e-mails and including a text version of the message ensures every recipient is able to receive and consume the message. Also, an HTML email message with no text version can be a trigger for SPAM filters, which can harm performance of an email campaign. ASM can create the Text version from an HTML for a nominal fee if necessary. Below are some tips and recommendations when creating a text version:

  • The text file must be in .txt format. This file type can be created in Microsoft Notepad on Windows computers or TextEdit on Mac.
  • Plain text is unformatted, so, in order to avoid display issues such as wrapping, each line should be limited to 75 characters including spaces.
  • Use Special characters such as *** or ++++ or ==== to separate or highlight items.
  • To indent, use the space bar and/or Tab key to align the text.
  • It is recommended you make the email message available via the internet and include phrasing at the top of the message such as “If you are having trouble viewing this message, please click here” and link the sentence to the published version online.
  • The sender postal address must be included in the body of the email to comply with the CAN-SPAM Act.

Personalization and PURLs

ASM is able to personalize each message by adding fields such as the First and/or Last name of the recipient. An example of this might be “Dear Joe Josephson”. Creative for such personalized messaging must have a place holder where the custom fields are to be inserted within the body of the e-mail or in the Subject Line (ex: [FIRST_NAME]). We can also include custom inserts in other parts of the message upon client request. Personalization can be done at no additional cost. Custom PURLs will require an additional fee (see our rate card).

URL Tracking

ASM has the ability to track URL’s that are within the e-mail message and report the total number of times recipients click on an embedded URL (Click To’s). In doing so, the actual URL is coded so that it can be tracked. This does not affect the destination address of the URL or the way it appears in the html e-mail.

Seed List

This is a list of e-mail addresses to be included in the test messages and final deployment of the e-mail campaign. First name, last name and email address should be included for each seed. The client may choose to provide 2 different seed lists; one for testing and another for the actual deployment of the campaign. If this is the case, each list should be labeled accordingly so our team is able to tell the difference and deploy the appropriate seed list with each.

E-mail Opt-out List

A list of e-mail addresses associated with people who have asked to be removed from the client’s e-mail list. File formats accepted are .txt, .csv, or .xls.

E-mail Suppression File (optional)

A list of e-mail addresses that the client would like suppressed from the e-mail list. This is a one-time suppression and there is an additional charge of $250 per suppression. File formats accepted are .txt, .csv, or .xls.



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