Marketing automation

Use the Innovation flag logotype on images with either a solid or gradient background.

The footer helps ensure the email follows best practices while promoting user engagement and trust. It should include the brand’s address, key contact information, and relevant links to make it easy for recipients to get in touch. Social media links are optional, but including a privacy policy and unsubscribe link is mandatory.

• Do not use any fonts other than Source Sans Pro.
• Do not write long blocks of text.

• H2 for main headlines.
• H3 and H4 for subheadings.

The layout of text within an email has a major impact on readability and user experience. Choose between one, two, or three column
layouts depending on the message:

• One-column layouts provide simplicity and focus, ideal for emails with a single call to action.
• Two-or three-column layouts offer more organizational flexibility and are useful for showcasing multiple products or pieces of information. However, these layouts must be carefully designed to maintain visual clarity and avoid overwhelming the reader.

• Do not use large file sizes that take too much time to load.
• Do not embed critical information in images without providing alternative text.
• Do not rely on purely decorative images that add no value to the content.
• Do not use text within images. Instead, overlay live HTML text to maintain responsiveness and accessibility.

Cards are key design elements in the email template. A full-width vertical card can include a link, button, and image to convey key messages effectively.

Rounded corners should be applied based on the card’s size:

• For smaller cards (e.g., in multi-column layouts), apply rounded corners.
• For larger or full-width cards, use straight corners for a cleaner appearance.

There are three types of horizontal cards used in email templates:

• 1/3 horizontal cards
• 50/50 horizontal cards
• Horizontal cards with a colored background

All horizontal card types should include a headline, supporting text, a call to action, and an image.
Each card should have 32px rounded corners for a modern look.

There are three types of highlights available:

• With call to action
• Without call to action
• Quotes

All highlight types can be used on colored backgrounds—beige, blue, or dark gray—with the option for left-aligned or center-aligned text. No rounded corners should be applied to highlights or quotes.

There are three types of lists available:

• Numbered list
• Checkmark list
• Accordion list/section

Each email template should begin with a header that includes the logotype and, optionally, navigation links. The body content should follow a clear and organized structure—typically starting with a headline, followed by supporting text, and ending with a clear call to action.

Keep paragraphs short—no more than 2–3 sentences per section—to maintain readability. Left-aligned text is recommended, as it is the easiest to read. Ensure that buttons and links are clear, visible, and stand out within the layout.

• Do not overload emails with too many elements—prioritize simplicity.
• Do not use full-width images with text overlay; text should always be live within the email.
• Do not use too many components in a row, which can create cluttered and unreadable text.