Project brief: Energy Plus NY · Expo invitation email
1What we are making
A Mailchimp invitation email for the NYC Accelerator Expo: Energy Plus NY at Table 30, Metropolitan Pavilion, Wednesday October 14, 12–5 PM. The email asks building owners, managers and co-op or condo boards to reserve a time with the team. A reminder goes to non-clickers on Tuesday October 13.
"I need for Mailchimp" (Chloe, 2026-10-12)
Chloe sent a full mockup: layout, copy, colours and a numbered link map. It is the brief, and the prototype follows it word for word.
2Scope
| What | In scope | Who decides |
|---|---|---|
| Header image 1200×600, clickable | ✅ | Chloe's mockup |
| Email HTML for Mailchimp (custom code, zip import) | ✅ | us |
| Copy, subject line, preview text | ✅ as sent, not rewritten | Chloe |
| Link map: Pipedrive form, Eventbrite, mailto, tel | ✅ | Chloe, Matthew |
| Our own design of the email | ❌ only if Chloe asks for it | Chloe |
| Loading into Mailchimp and sending | ❌ not decided yet | Chloe |
| Reminder email on Oct 13 | ✅ subject line only, same layout | Chloe |
3Client materials
brief/chloe-mockup.jpg— mockup with campaign settings and link map (2026-10-12)- LinkedIn post with the booth photo, pointed at by Chloe on 2026-10-08: linkedin.com/feed/update/urn:li:activity:7513970262909050883. The largest version LinkedIn serves is 800 px wide.
- Energy Plus logo and colours: already ours, taken from the brand files.
4Campaign settings (from the mockup)
| Field | Value | |
|---|---|---|
| Subject line | Meet us at Table 30 \ | NYC Accelerator Expo, Oct 14 |
| Preview text | Reserve a time with our team to talk LL97, energy upgrades and incentives. | |
| From name | Energy Plus NY | |
| Reply-to | info@energyplusny.com |
Link map
- Header image → Pipedrive web form (from Matthew). Alt text: "Energy Plus NY at NYC Accelerator Expo, Table 30, Wed Oct 14, 12–5 PM".
- Main button "Reserve Your Time at Table 30" → Pipedrive web form. Background #104102, white bold text 18–19 px, full width on mobile, at least 48 px tall.
- Same button at the bottom → same Pipedrive form.
- "Register free" → https://www.eventbrite.com/e/nyc-accelerator-expo-2026-tickets-1998489623261
- "Reply to this email" → mailto:info@energyplusny.com with subject "Can't make the Expo - let's talk".
- "Call 718.383.9255" → tel:7183839255
5Mailchimp requirements
Checked against Mailchimp's own help pages on 2026-10-12.
- Custom code needs a paid plan. Importing your own HTML (Paste in code, Import HTML, Import ZIP) is available on Standard and higher. On Free or Essentials the email is built in the drag-and-drop builder from the header image and the texts.
- ZIP import: under 1 MB, exactly one HTML file, all images in the root of the zip (no subfolders), file names with letters, numbers and hyphens only, case-sensitive. HTML in UTF-8.
- Images: JPG, PNG or GIF. Mailchimp renames uploaded files, so links in the code follow the upload.
- Required merge tag:
*|UNSUB|*must be in every campaign. We also use*|LIST:ADDRESSLINE|*(the mailing address US law asks for) and*|UPDATE_PROFILE|*. - Width: 600 px is the safe width for custom HTML. The new builder uses 660 px and suggests images of 1320 px for sharp retina display; Chloe asked for 1200×600, which is what we made.
- Markup: tables and inline styles, web-safe fonts, no scripts, forms or iframes. Buttons are live text, not images, so they work with images off.
- Testing: test send to a phone, check Gmail, Apple Mail and dark mode (Chloe's own checklist).
Sources: Import a custom HTML template, Limitations of HTML email, Mobile styles.
6Open questions
- ~~Pipedrive web form link~~: Chloe sent it on 2026-10-12, it is in the email (header and both buttons): https://webforms.pipedrive.com/f/6N4Woq2DkYzdvgJop76acrKHqOdYGUWAKBrYWfDL33cSTCL5npektun8Wzbxy7v5GX
- Who loads the email into Mailchimp, and which Mailchimp plan they are on (custom code import needs Standard or higher).
- ~~Layout~~: Chloe on 2026-10-12: "Yours is ok or this. Doesn't matter, just need to send out before 10". We ship her layout.
- ~~Original booth photo~~: Chloe has none. The only other copy (NYC Accelerator email, 2024) is 600×240, smaller than LinkedIn's 800 px, so the header stays soft.
⚠️ The Expo is Wednesday October 14 and the reminder goes out Tuesday October
- Our own design is only realistic if Chloe answers today.