McKnights Campaign Guidelines

These are working guidelines for ComForConnections McKnights campaign HTML based on the current archive and partner-send pattern. If McKnights provides an official requirements sheet, use that as the source of truth and update this file.

File Naming

Use this filename for McKnights webinar variants:

McKnights-Webinar.html

Place it in the matching dated webinar folder:

Webinars/YYYY-MM-DD-Webinar/McKnights-Webinar.html

Link And UTM Rules

Use the McKnights-specific registration or destination URL.
Do not reuse Constant Contact links in McKnights versions.
Use the approved utm_source value for the campaign, typically McKnights unless the campaign brief says otherwise.
Use absolute https:// URLs for every link.
Escape query-string ampersands in HTML attributes as &.
Check every repeated CTA location: hero image, panelist image, button, and footer/landing-page link.

HTML Requirements

Keep the email body width at 600px.
Use table-based email layout with inline styles.
Avoid JavaScript, forms, iframes, embedded video, image maps, and external scripts.
Use hosted image URLs with absolute https:// paths.
Include meaningful alt text for content images.
Use empty alt="" only for decorative divider images.
Keep copy readable if images are blocked.
Set a real <title>, lang="en", and preheader text.

Content Checklist

Before handoff, confirm:

Webinar title, date, time, time zone, and CE language are correct.
Speaker/panelist names and credentials match the approved copy.
CTA text matches the destination, usually Register Now.
Registration links point to the McKnights campaign destination.
Images are final, hosted, and accessible.
Footer/unsubscribe/address handling is confirmed with the send platform or partner.

Handoff Checklist

Send or retain the following for a McKnights campaign:

Final McKnights-Webinar.html.
Subject line.
Preheader text.
Primary destination URL.
Image asset list or hosted image URLs.
Any partner-specific notes from the campaign brief.