Choosing an agency to run global email campaigns
What to ask an agency before hiring them to run a global cold email campaign, and why deliverability and consent expertise matter more than creative copywriting alone.
4 min read
Catalogues and rate sheets designed for print, then simply attached to a cold email, often perform poorly — large file sizes, print-oriented layouts and fonts that do not render well on a phone all reduce the chance a recipient actually reviews the content.
Designing specifically for email attachment use
- Keep file size small enough to open quickly on a mobile connection, especially important for recipients in regions with slower typical internet speeds.
- Use a layout that reads well on a phone screen, not only a full-page print layout.
- Include key information (pricing basis, MOQ, contact) on the first page, since many recipients will not scroll far.
File format considerations
A standard, widely compatible PDF is usually the safest choice — avoid formats that require specific software the recipient may not have installed, which can happen with more elaborate interactive document formats.
An oversized, print-oriented PDF that struggles to open on a recipient's phone loses the enquiry before the content is even seen.
Version control across a global team
Keep a single, current version of each catalogue or rate sheet accessible to everyone sending outreach, so recipients across different campaigns are not receiving inconsistent or outdated pricing information.
The takeaway
Keep email attachment file sizes small and formats universally compatible — a beautifully designed but oversized PDF that fails to open on a recipient's phone loses the enquiry before it starts.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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