Hi! Can you share best practices for creating an email that has a PDF? The PDF is not on the company website.

If the PDF link is going to be the main CTA in your email, I'll highly encourage you to send the users to a landing page to download the PDF instead of a pdf link in your email directly. I had trouble-shooting the PDF links so many times for the Marketo end users and learned it in a hard way. Whenever a PDF link is used in an email by Marketo end users, 70% of chances there will be problems. Here is why:1, PDF can't be tracked. Other than the clicks on the email, you won't be able to know anything else such as time on the page, bounce, conversion, etc. 2. PDFs have to be optimized to the ideal size to be loaded quickly as Yoav mentioned. If the file size is too big, users won't have the patience to wait for the PDF to load. It'll defeat the whole purpose to even send out this email. You won't even know they have not viewed the PDF cause you will only see the # of clicks. It depends on the length of the PDF and if it's rich in graphic, you may not be able to optimize it to the ideal size for the speedy download without sacrificing the quality of the PDF. 3. PDF links don't render well in IE browser when you add the Marketo link tracking in the email. The link may be broken for some IE users depends on the version of IE they have. We ended up have to uncheck both "Track link" and "include mkt_tok" if more than 10% users are going to open the email in IE. Very little can be tracked after unchecked the link tracking. 4. If your PDF is a marketing material, it's also the SEO best practice to have a landing page. I have the constant conversation with my stakeholders and educate them to build a landing page for a valuable PDF. A simple landing page with a paragraph and a couple of bullet points before they hit the "download PDF" button will save you from so much headache and millions of the tracking questions.