E-Mail Formats

MDS can process broadcast or "blast" e-mails in two formats via its Fast-Mail service: 1) plain text (ASCII) or 2) HTML (Hyper Text Markup Language), and the messages can be personalized, if desired, with salutations (i.e., Dear Mr. or Ms. Name ; Dear First Name; or Dear First/Last Name). There are advantages with each approach:

• Plain Text (ASCII) E-Mails are the easiest and quickest to process and are guaranteed to reach every valid e-mail address. Because they don't have graphics or pictures, they allow for faster transport. Graphics can only be referenced in the text with a URL that hyperlinks or directs the recipient to site where they can be viewed and/or downloaded.
• HTML E-Mails allow for unlimited graphics and can be displayed directly in the e-mail message window. This allows you to bypass conventional attachments, which many recipients – especially in the media – avoid because of the download time and potential for viruses. If required, we can scan and edit photos, logos, letterheads and other graphics to create an HTML e-mail, but it will save time and possibly money if you send it to us electronically in the appropriate format and size. If we create the HTML document, we charge $150 per hour (minimum of one hour) for the graphic and programming work involved. In most instances, we can set up an HTML within one hour. NOTE: Some recipients may not be able to read HTML e-mails due to limitations in their e-mail software.

The per e-mail charge is the same for both plain text and HTML documents.

Plain Text (ASCII) E-mail

    Types of plain text e-mail:

• Without formatting, graphics, pictures or hyperlinks. They look like conventional e-mails that you send from your computer.
• With text formatting, but without graphics, pictures or hyperlinks.
• With text formatting and hyperlinks, but no graphics.
• Personalized with the names of the recipients.

     Requirements for processing plain text e-mails:

• The e-mail text (preferably sent to us via e-mail).
• Formatting instructions, if required, or a sample of what the e-mail should look like.
• Hyperlink addresses, if required. You would enter the addresses in the text or we can add them after we have received the text.
• Instructions for salutations if personalization is desired; e.g., first name, last name or first and last name combined.

HTML E-Mail

   Types of HTML e-mail:

• With headers (e.g., stationery masthead) and text, with or without hyperlinks.
• With pictures or graphics that are for viewing only (e.g., "thumbnail" photos that illustrate a product or service or place).
• With pictures or graphics that have a hyperlink to a server where they can be viewed in a larger size and downloaded for further use in the proper format (e.g., high resolution photos for a newspaper or magazine). HTML graphics are typically 72 "dpi" or dots per square inch. High-resolution downloadable graphics are usually 300 or more dpi.

   Requirements for processing HTML graphics and images:

• Preferably, all graphic files should be either JPEG or JPG (joint photographic experts group) or GIF (graphic interchange format), although other graphic files are acceptable.
• Other graphic files such as TIFF, BMP, or PNG require conversion to JPG or GIF format.
• We can scan and edit photos, logos, letterheads and text, although it is best if they are sent to us electronically in the appropriate formats.

   Requirements for text and body:

• If the text or body requires formatting or editing, the file should reflect the desired format. In cases where the file is plain text, instructions should be supplied specifying the required format.
• For e-mail text that contains graphics or photos, a hard copy of the file should be supplied to indicate where the photos or graphics are located. If a hard copy is not available, the file should be saved in a format that supports embedded graphics and text.

   Requirements for hyperlinks or hot links:

• If hyperlinks or hot links are included within your e-mail, an address or path should be provided in order for the page or web page to be displayed and accessed.
• Hyperlinks should not be located in or be a part of a letterhead or a logo.
• "Thumbnail" graphics can be included in the text, if desired, hyperlinked to a downloadable file.

    Letterheads and Logos

• If letterheads or logos are to be included in the email, a sample should be supplied in a white background.

IMPORTANT NOTE: The background color for any email should be plain white. If it is necessary to have a color background, a light, solid color is recommended. You also should avoid two-tones or multiple tones, and stripes, waves or crazy-cut designs.

Glossary of Terms

• Browser. Software application used to view web pages. Two of the most popular browsers are Netscape Navigator and Microsoft Explorer. AOL often comes bundled with Explorer.
• HTML (Hyper Text Markup Language). Standard, cross-platform programming language used to create or view documents on the World Wide Web. HTML can contain text, graphics, hyperlinks and other types of media, including audio and streaming video.
• GIF (Graphic Interchange Format). Compressed format best for flat color tones such as text and logos. It requires less space than other formats, which makes it best for downloading and transferring files.
• Hyperlinks. Often referred to as "hot links," these are addresses that connect to and/or open other web sites or documents. Hyperlinks can be text or image. (Hyperlink example: http://www.mdsconnect.com or http://www.prplace.com )
• JPEG or JPG (Joint Photographic Expert Group). Graphical compression format for web graphics and pictures. Format allows for a 24-bit color palate which translates into millions of colors. JPEGs can be opened by all browsers.
• Plain Text (ASCII). Meaning in these guidelines that the e-mail text and body do not contain graphics or pictures. ASCII stands for American Standard Code II.
• PNG (Portable Network Graphics). Similar to GIF, PNG has a high compression rate and is very versatile. It also guarantees Web-safe color for web postings, although older browser versions may not be able to read them. Whenever possible, install the latest version of your browser. Upgrades are usually free via the Internet.
• Thumbnails. Small square graphics or pictures that can be incorporated directly in e-mails for on-screen viewing or with hyperlinks to downloadable duplicates of the graphics or pictures to which they refer.
• TIFF (Tagged Image File Format). Uncompressed file format that supports any graphic size, resolution or color depth. Requires the most space and memory, but it is the best format for handling graphics that will eventually be printed for publication.
• Web Page. File that was created in HTML for viewing with a browser.