HTML Template for Northstar UI guidelines

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1 I. General Requirements... 1 II. Visual Specifications... 2 III. template types (purpose of the )... 2 IV. template formats... 2 V. Main Elements... 6 Pre-header... 7 Header Body... 8 CTA (Call to Action)... 9 Sidebar Wrapper Contact Us Company Footer VI. Template Design for Mobile Mobile Design Approach General Guidelines Mobile Layouts VII. References VIII. Document details I. General Requirements Currently we send s in Text format to our customers. Text s have higher unsubscribed rates, lower click-through rates, and in general, a lack of responsiveness. They are considered outdated and reflect badly on the company sending them. Effective design ensures that your subscribers will see the design & layout that you want them to see. Due to the variety of clients and limited support of HTML5 and CSS in many clients, design has a number of issues with some of the standard web design practices, and therefore there are some very specific rules & dos/don'ts when it comes to design. The CAN-SPAM Act of 2003, a law that sets the rules for commercial , establishes requirements and compliance guidelines for commercial messages, gives recipients some rights and spells out tough penalties for violations. Some of the requirements are (see links to more information under Resources ): Don t use deceptive or misleading subject lines or headers Tell recipients how to opt out of receiving future s For promotional s - Identify the as such A legitimate physical address of the business or entity must be displayed Page 1 of 17

2 II. Visual Specifications Please refer to the Grid and Templates document. III. template types (purpose of the ) General Notification Promotional IV. template formats Generic template Data (Table) template Data (Graphs) template Page 2 of 17

3 Generic template format: Page 3 of 17

4 Data (Table) template format: Page 4 of 17

5 Data (Graphs) template format: Page 5 of 17

6 V. Main Elements Pre-header Header body CTA Sidebar Wrapper Contact Us Company Footer Page 6 of 17

7 Pre-header pre-header is the top of the where the company logo resides. It is usually part of the overall wrapper design. Can contain the company logo, partner logo, company s marketing tagline, company mantra or a descriptor of the . Example: Header header is where the main headline, sub-headline, call to action, and imagery resides. This section should be the most prominent and attractive part of the . It should highlight the core message and action you want to recipients to take. Examples: Page 7 of 17

8 Body Is also referred to as content area. Is where the salutation, main copy/ content reside. Usually it ends with a Call to Action. Example: Do s: Only include essential elements that communicate your brand or product and main message. Simple layouts are best the more complicated the design the more compatibility issues will surface, which will increase development, testing and debugging time. Don ts: Page 8 of 17

9 Avoid superfluous elements that might pull a reader s attention away from your central message. Do not embed videos and/or Flash. Many clients will not support such code and many spam & virus detection programs will flag your as spam/malicious. Do not use background images as they are not fully supported. CTA (Call to Action) Should be a graphical button with text meant to prompt a user to click and continue down a conversion funnel. The prime purpose of the is to convince the recipient to click the CTA. The CTA should be prominent, distinct and clearly visible in the header as well as the end of the body. Examples: Page 9 of 17

10 Page 10 of 17

11 Sidebar Can be used for the following purposes: Promotional show product box shot, pricing, CTA Partnership show award icons, partnership status, etc. Events/Tradeshows/Webcast Show event time, location, schedule, meeting title, agenda, and/or registration CTA. Whitepaper/Reports/Datasheet Show imagery that illustrates the document and a CTA Examples: Do s: Use clear design guidelines for sidebar headline, imagery, CTA, font type and size; Use consistent and flexible designs that can be used in the same manner for multiple purposes. Page 11 of 17

12 Wrapper Is the outer shell of the main body. It usually includes the pre-header. It is a container that wraps around the header and body. The legal footer, disclaimer, unsubscribe link, privacy policies, social network links will reside outside of the wrapper Do s: Should be consistent and align with IPA theme/design and/or color palette. Don ts: Should not have a background color, pattern or image as not all ISPs can display background images. Page 12 of 17

13 Contact Us This section is optional and is the standard Symantec Contact Us footer. Example: Do s: Although optional, please do use it for transactional s such as order confirmation. Company Footer This section needs to incorporate compliance elements for CAN-SPAM act of Example: Do s: Display company s name and or logo Display company s address Display Unsubscribe link Display company s main corporate phone number (the phone number in Contact Us above should be a Support phone number, not corporate number). Page 13 of 17

14 VI. Template Design for Mobile Mobile Design Approach: When it comes to mobile, there are two main design approaches for HTML s: Mobile-optimized HTML designed specifically for small mobile devices that render designs at pixels. Advantages: o Delivers a positive experience for most subscribers on mobile and desktop screens, and is a solid strategy for mobilizing your program without significantly increasing the time or money invested in the program. Disadvantages: o Even though it renders on desktop screens it limits the experience you can provide to your desktop readers because it s designed to render on a small screen and therefore looks small when opened from a desktop, and doesn t utilize all of the available desktop screen real estate. o The narrowness of the design limits design layout options Responsive composed of one HTML file that uses CSS media queries to listen for a device s screen width. Advantages: o o o Adjusts the screen width dynamically. Copy and imagery can be wrapped, hidden, resized or optimized when the layout reaches a specified width. Results in a better user experience than other approaches and has been shown to facilitate higher click-through conversion when aligned with the right audience. Disadvantages: o o o In order for this to happen, the mobile app must recognize the responsive media queries (which the native apps on ios, Android and some newer BlackBerry devices currently do). The majority of Windows Phones do not support responsive media queries, although future updates may include support. When a responsive is opened on a device that does not recognize the media queries, the simply opens as any other basic HTML would on a mobile screen. Responsive is a bit more difficult to design and code than mobile optimized , requiring a higher initial investment. Page 14 of 17

15 General Guidelines Do s: Keep mobile-optimized s short and simple. Use clear messaging and imagery that help convey the primary message. Strip away non-essential elements Straightforward, uncluttered messaging is the most effective way to get these subscribers to act. Lighten your file sizes - The optimal weight for mobile is 20K or less. Some subscribers pay per megabyte when downloading content, so sending lighter files shows respect for your customers. Ensure that your most valuable content is within the top left 320-pixel area of your . Ensure that CTAs are easy to tap (location and size wise). Used mobile-optimized assets. Don ts: Avoid Flash videos as they do not play on iphones. NOTE: Mobile optimized may mean presenting a mobile-optimized landing page! Mobile Layouts Page 15 of 17

16 Page 16 of 17

17 VII. References VIII. Document details Contributor s name: Dorit Richardson Last updated: June 12, 2014 Page 17 of 17

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