The Email Envelope

Across several recent submissions, we have been seeing an increased variation in the “classification” of content for emails and varied descriptions of how that copy will appear in both the email envelope and body. As such, let us address the general understanding that PAAB takes when reviewing emails and the responsibilities of the sponsor when it comes to accurately and adequately disclosing features of an email APS.

Regardless of the terminology being used, the entirety of the content visible to the recipient prior to opening the email (the email envelope) should be disclosed to PAAB in a clear manner.

What to consider when preparing a submission?

When submitting emails, please clearly identify the “preview text” which will appear in the email envelope. The preview text is usually pulled from the first couple of lines of text in the email body. It can be either visible or hidden within the body of the email. If the preview text is hidden, it should still be disclosed to PAAB as part of the email envelope. In many pieces, the “preheader” text (the copy above the header) acts as the preview text in the email envelope. When this is the case, please clearly note this for the reviewer. If functionality is implemented such that the preheader does not act as the preview text, and the first 20-140 characters of the body are set to be the preview text, this should also be disclosed to the reviewer for accuracy of the review.

Providing this information upfront, with the initial submission, may avoid unnecessary delays.

The following is a chart of the approximate number of characters displayed by various email clients as sourced June 2020.