Author: Franz Malten Buemann

This article is part of a larger series that focuses on diversity and equity in marketing. As a company, we are committed to identifying actions we can take in the fight against racism and injustice, and elevating BBIPOC voices is paramount to inspiring change. Follow along and read other posts in this series here.

This post is authored by Gabrielle Lawrence (she/they), Writer, Editor, & Designer. 
Perhaps abuse is a strong word. The poet in me is overly conscious of that choice. I’m also fighting against my conditioning here. I know from lived experience, history, the media, education, and so on, that a facet of white fragility is it’s sensitivity and aversion to the language of violence—especially when it is responsible for said violence. It reminds me of gaslighting.
However, language is power and it gives us space to demand accountability. Abuse does refer to the mistreatment of another living being, and we know that violence is not only or always physical. This argument, that employers abuse minorities in white spaces, is geared toward companies without an evolving Diversity, Equity, and Inclusion core, or companies that practice performative inclusivity. 
This can manifest as:

Going through the inception and growth of a business without so much as developing a mission or acknowledgment of diversity, equity, or inclusion, let alone structures that back up the mission. 
Companies that say they “value” DEI but don’t have cultures or employees that reflect those values.
“Doing diversity” in a performative way that is patchy, only in reaction to complaints to quell unrest, not rooted in research or calls to action, not created by or in collaboration with the populations it serves, or is a “value” on the surface but always internally backlogged, never implemented. 

How white spaces lead to burnout and resentment 
Having to “fit” into a culture that doesn’t take your experience into account creates the perfect conditions for burnout and resentment. In response to these arguments, I often hear people rebuttal:

 “It’s just a job” 
“That’s the way it always is”
 “Your place of work is not your identity or political home” 
“Sometimes you just have to show up and be quiet”
And even, “Just let it go. HR is not your friend.” 

 
Sometimes it feels like they’re right; maybe I should resolve to keep my head down and my mouth shut when I experience bias and oppression at my job. I should accept and actively engage in double consciousness as I navigate predominately white workplaces. 
Maybe I should allow my self-image, mental health, growth opportunities, and happiness to suffer—for a paycheck—from people who, upon hearing of my sudden death or departure, wouldn’t even blink before trying to fill my vacancy. 
The effects of white spaces don’t begin on day one
Furthermore, consider every part of the process: having access to the “right” education and communities, the job search itself, the hoops of the recruiting process, salary negotiation, the onboarding and socialization process, and the list goes on. 
The workplace isn’t a walk in the park for anyone, especially during major transitions and crises like the pandemic, but I find it harder to stay docile when I realize that my fellow white employees have the luxury of a completely different experience. Especially those without intersecting identities. 
For white colleagues, going to work does not mean confronting the same roadblocks, mental stressors, or disrespect. At minimum, the culture of the environment and the market are most often catered to their experiences. This also makes it easier for white colleagues who notice and acknowledge these inequities to stay complicit because they are not as severely impacted. 
Consider the harmful ways these disparities can manifest for minorities on the job:

Being pressured to create or be the representation where there is none. (Though this evolves the organization and strengthens the company’s relevance, these employees may not be compensated for their additional work.)
Finding themselves educating their employees or managing others’ feelings and projections, especially when workplace sensitivity training is often insufficient. 
A white coworker can show up without being the butt of microaggressions or the token, can feel that they have ownership and belonging in the space, may not feel taxed with over-performing for the same respect as their coworkers, and a host of other interpersonal inequities. However, minorities are expected to live with this day to day which can have long-term and negative effects on a person’s health. 
Advocating or boundary setting can often make employees feel alienated, unsupported, or targeted when white environments are hostile (covertly or subtly) to underrepresented minorities.

Wrap up
If a job description were to be tailored to a person of color truthfully, it would look quite different. Responsibilities would include things like experience collaborating with people who aren’t conscious of their privilege or prejudice, must be extremely familiar with white culture and have a similarly crafted personality, must be comfortable sharing insight into your culture when it suits us best or makes us money, have a willingness to work harder to combat our prejudice and earn our respect, etc. 
Of course, these could look differently at every job depending on the nature of the work, styles of communication, and structure of the company. Nevertheless, the disproportionate asks of employees whose identities are at the intersection of BIPOC, LGBTQ, and disabled communities is shameful, especially considering the impact of the pandemic outside of work on these populations. 
This should not be normal or sufficient. In the wake of everything we’ve seen the past four years, we should also be taking radical action towards building safer workspaces. Not just because companies know sustainable DEI has a positive impact on profit, but because we matter. 

Gabrielle Lawrence (she/they) is a freelance writer, editor, and designer from Southern California. They are well-rounded with experiences in marketing, software development, publishing, higher education, and more. She is a contributing editor for The Tenth Magazine and Harpoon Books. Their poetry has been nominated for Best of the Net and Best New Poets. They are an interview correspondent for TERSE. Journal and they had the honor of being the former EIC of Linden Avenue Literary Journal. Gabrielle loves music and yoga. Learn more about their work and services at gabrielle-l.com.

Visit this page to see more in the series, or check back in a week for our next guest post. 
CM Group is a family of global marketing technology brands including Campaign Monitor, CM Commerce, Delivra, Emma, Liveclicker, Sailthru and Vuture. By joining together these leading brands, CM Group offers a variety of world-class solutions that can be used by marketers at any level. Headquartered in Nashville, TN, CM Group has United States offices in Indianapolis, Los Angeles, New York City, Pittsburgh and San Francisco, and global offices in Australia, London, New Zealand and Uruguay.
The post How Employers Abuse Minorities in White Spaces appeared first on Campaign Monitor.

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If you’re confused about when, why, and how to disavow links — you aren’t alone.
We all know that backlinks are critical to your SEO success, but the quality of those backlinks can make all the difference in that success.
This post will help you understand when and how to submit a Google disavow file, which is important for protecting your domain.
Let’s dive in — but first, what is the disavow tool?

What is the disavow tool?
The disavow tool gives you the opportunity to ask Google to ignore low-quality backlinks to your website.
When you submit a disavow file to Google, you are asking them to ignore certain links that are pointing to your domain. There is no obligation for them to respect your request, but if they do, those links won’t be used in determining your ranking in search results.
It’s important to understand, however, that disavowing backlinks doesn’t remove them from your backlink profile.
Do you actually need to use the disavow tool?
Google has made it clear that they only want you to use the disavow tool if you need to.
They recommend using it if you have a manual spam penalty, or if you knowingly took part in link-building practices that might be harming you.
In 2019, Google Senior Webmaster Trends Analyst John Mueller talked about the disavow tool during Google Webmaster Central office hours.
He says, “I think for most websites out there, pretty much the really largest majority of websites, you don’t need to use the disavow tool. That’s why we have the disavow tool so separate from search console so that you don’t get tempted to using the disavow tool because it looks like this normal part of search console that everyone should be using.”

Mueller says, “[The disavow tool] is really something that you only really need to use in really extreme cases.”

To decide if you might benefit from filing a disavow, you’ll need to analyze your backlink profile, which you can learn more about below. But if you knowingly participated in what would be considered unethical backlink practices, chances are a disavow would be helpful.
What is considered a ‘bad’ backlink?
Before we tell you how to do a disavow, it’s important to understand what makes a backlink a bad one.
Google considers any link created to manipulate PageRank or a website’s ranking to be a bad link. They want you to work on creating great content that gets linked to naturally!
If you’ve purposely taken part in any kind of link-building campaign, then chances are you might have bad backlinks.
This could include:

Purchased backlinks
Link schemes
Product for backlinks
Link exchanges
Footer links

You might look at your backlinks in various tools and see lots of spammy-looking backlinks and think you need to get rid of them — but you don’t need to worry about those.
Google will understand spammy links to some extent and ignore them.
As an example, here are some backlinks from a website pulled from Ahrefs. These are all spam, and none of them have DR ratings:

I wouldn’t bother disavowing these since these are probably backlinks that a lot of websites have, and Google is smart enough to know we didn’t create them to manipulate our backlink profile.
When should you create a disavow file?
Google has stated that most websites will not need to disavow links, and only in certain circumstances should it be used.
Below are some examples of when a disavow might be recommended or needed.
1. Manual Action: Unnatural Links To Your Site
This is the one occasion where you will absolutely want to file a disavow. If your website has been hit with a manual penalty due to link building practices, then disavowing links is a must to have that penalty removed.
If your website is connected with Search Console — and it should be — you will be notified if there is a manual action on your website.
At this point, you would begin analyzing the backlinks you have in Search Console and trying to find the links that may be seen as violating Google’s guidelines.
If you find offending backlinks, the first step would be to contact the website owner where the backlink is and ask them to remove it. If that doesn’t work, then you can try using a disavow file.
Once you have removed or disavowed the links, you can select the “Request Review” button in your Manual actions report to ask them to remove the action.  

2. Link Schemes
If you knowingly participated in link schemes, then you may benefit from adding them to your disavow file. These are links you – or someone you may have hired – paid for. These may be private blog network (PBN) links or even guest posts on websites of no relevance to your niche.
3. Directories
A long time ago, adding profiles to every directory that existed with a link to your website with your “money keyword” as the anchor text was all the rage. Maybe you are guilty of this, or the SEO you hired is – but these are backlinks that should be removed. If you can manually remove them that would be best, but adding them to the disavow is recommended if you cannot remove the link.
4. Comments
Another old tactic was to spam comments on other blogs and add keyword rich anchor text in the comments box or even for the name field.
If you have any backlinks from comments, directories or editorial links with anchor text like “buy red widgets” or “best tennis shoes” it would be recommended to add them to your disavow file if you cannot get the link removed or changed. Normally for these types of links it would be expected to be your first name or brand name.
Finding all of Your Backlinks
To create the most accurate analysis, you will need to retrieve as much backlink data as you can and understand how to analyze that data.
You can use a variety of tools to review your backlinks, and you can choose to download them all to a spreadsheet to manually review them or do an analysis right from within the tool.
Here are a few options of tools to use for finding backlinks:
1. Google Search Console.
In Google Search Console you can go to the links area and click the export external links button and then the more sample links option to get a full list of the backlinks to your website.
2. Semrush, Ahrefs, Moz, or your preferred tool.
Export your list of backlinks and merge it with your Google Search Console file or analyze your data in the software.
3. A Link Audit Tool.
There are a few tools that can really minimize your time in auditing your backlinks like LinkResearchTools.
Semrush also has a backlink audit tool that shows all of your backlinks and gives them a toxicity score based on a variety of factors. You can work right from your dashboard to assess the links and determine if they truly are toxic or not.
If they are, you can then add them to a disavow right from the tool. When you are done reviewing them all you can then download the formatted disavow .txt file and submit it to the tool.
While this is a useful tool, it does not have all of your backlinks in its database! You should still do a manual review using other tools as well.

Creating A Disavow File
Once you are done assessing your links you can create the disavow.txt file that will be uploaded to Google Search Console.
Creating A Disavow.txt File
Below are some guidelines from Google on how to create your file.

The file name must end in .txt
File size can be no larger than 2MB and 100,000 lines
Each URL should be on its own line
If you want to disavow a whole domain you should start the line with domain: 
If you want to disavow a URL you can just enter the URL

Below is a sample portion of a disavow file that I recently created as an example.
By adding a # before text you can add comments, these lines will be ignored by Google.

If you would like to test your disavow file before uploading it you can use the Disavow File Testing Tool which was created by Fili Wiese, a former Google Engineer.
Uploading a Disavow File
Once you have completed your disavow file it can be uploaded to the Disavow Tool in Google Search Console.
Below are a few easy steps to uploading your disavow.

Login to Google Search Console
Go to https://search.google.com/search-console/disavow-links

Select the property you would like to add a disavow file to
Click the upload disavow list button and find your .txt file to add

If you had uploaded a previous disavow.txt file, your new one will override that one. If your file has any issues, you will see error messages and be prompted to upload a corrected version.
While there is no guarantee that submitting a disavow file will help, there have been reports of success when using it.
It will take some time for Google to process the information you uploaded, so you will have to have a bit of patience.
There is no way to really know if the disavow.txt file is doing what you want it to do, but keeping an eye on your rank, organic traffic and impressions could be a good indicator.

When you create an email using a drag-and-drop or module-based tool, you’re actually generating an HTML email.
There are two main types of email you can send and receive: plain text emails (these are exactly what they sound like — any email that contains just plain old text with no formatting) and HTML emails, which are formatted and styled using HTML and inline CSS.
HTML emails are easy to spot — most of the styled, multimedia marketing emails in your inbox are HTML emails.

As a marketer, you’ve probably compared HTML emails versus plain-text emails and realized that there are different benefits to each type. HTML emails aren’t inherently better than plain text emails, and in different situations, both types can be part of a successful email marketing program.
Here’s what an HTML looks like on the front-end. Click on the HTML button to see the code behind it.
See the Pen HTML Email Template from HubSpot by Christina Perricone (@hubspot) on CodePen.
In this article, we’ll cover how you can get started creating HTML emails, regardless of your experience level and comfort with coding, and share some free templates you can use. Let’s dive in.
How to Create an HTML Email
Good news: You actually don’t need to know how to code to create an HTML email.
Most tools that create and send email (like HubSpot) will offer pre-formatted, ready-to-go HTML templates that enable you to design emails without ever needing to access the actual code on the back-end.
As you make changes in the email editor, those changes will be automatically coded into the final product. Email building tools like this are an ideal option if you don’t have an email designer on your team, but you still want to send professional-looking marketing emails.
Still want to create an HTML email from scratch?
If you’re comfortable with HTML and want more direct control over the code of your emails, most email tools will allow you to import HTML files directly for use as custom email templates.
There are a wide variety of free HTML email templates available on the web (some of which we’ll share below), and if you know your way around an HTML file, it’s usually quite straightforward to adapt the template to the email building tool of your choice.
To create an HTML email completely from scratch, you’ll need to have an advanced knowledge of HTML (or work with a developer who does). This guide offers a solid overview of coding a basic HTML email. Because the process of creating an HTML email from scratch can be quite involved, we recommend working with a developer or using a pre-made HTML email template instead.
Developing an HTML email specifically for HubSpot?
If you’re developing an HTML email template specifically for use in HubSpot, you’ll want to make sure you include the required HubL tokens (these ensure your emails can be customized and are compliant with CAN-SPAM laws). You can find a complete guide to coding HubSpot-specific HTML email templates here. Or alternatively, just use our simple what-you-see-is-what-you-get email editor.
Now that you understand the basics of what goes into developing an HTML email, let’s go over a few important best practices you should keep in mind. No matter what method you plan to use to create HTML emails, these best practices will help improve the design, user experience, and deliverability of your emails.
1. Make sure your HTML email is responsive for different screen sizes and devices.
The way your email looks in a user’s inbox depends on a wide variety of different factors.
One of the biggest and most obvious factors is the screen size of the device it’s being viewed on. An email that looks amazing and well-formatted on a desktop can easily devolve into a tangle of illegible, overlapping text and images when viewed on a smartphone screen.
To ensure your HTML emails look the way you intended across a wide spectrum of screen sizes, the best thing you can do is keep your layout simple and straightforward. When you start adding more complex elements like multiple columns and floated images, it becomes more difficult to translate the format of your email for different screen sizes.
If you do decide to develop a more complex layout, make sure you’re actively solving for how the elements will be rearranged to suit different screen sizes. For example, if your email displays as multi-column on desktop, that same structure won’t fly on mobile — you’ll need to use media queries to define how elements will be displayed on different screen sizes.
Remember, developing truly responsive HTML emails goes beyond the structure and format of your message. Think about how the overall user experience of your email will be perceived on different devices. Make sure your font choices are just as legible on mobile as they are on desktop, and use mobile-friendly buttons or CTAs in place of hyperlinked text (have you ever tried to tap a little line of hyperlinked text on mobile? It’s not very easy).
You can find our more in-depth guide to mobile email best practices right here.
2. Make sure your styling works in different email clients.
Another big factor that heavily impacts the way your HTML emails appear in your subscribers’ inboxes is the email client they’re using to open the message. Every email client loads emails slightly differently, so an email that looks a certain way in Gmail will likely look different in Outlook.
Luckily, if you know how most popular email clients load particular HTML and CSS elements, you can create a pretty consistent experience across different users’ inboxes. It’s all about knowing which unsupported tags to avoid and adapting accordingly. This comprehensive guide explains how the most popular email clients (including Gmail and multiple versions of Outlook) support and render different styling elements.
You can also check out an article we wrote on optimizing emails for different email clients.
3. Be conscious of how long your HTML emails take to load.
How long your email takes to load could very well be the difference between gaining a new customer and losing a frustrated subscriber. While it can be tempting to take advantage of all the different styling options and opportunities to incorporate visuals that HTML emails offer, none of that matters if your email takes too long to load.
As you design your HTML email, remain conscious of how long your email will take to load — especially if someone is, say, opening your message on their morning subway commute with a weak data connection. Here are a few little steps you can take that will go a long way towards improving load time.
Use images sparingly.
That way, you’ll bolster the message you want to get across to subscribers. Always use an image compressor (like Compressor.io) to reduce the file size as much as possible. Most image compressors can significantly reduce the file size of an image without compromising on quality, so taking this extra step won’t hurt the visual integrity of your email.
Use standard web fonts.
Custom fonts are great for spicing up a landing page, but they can add an extraneous layer of complexity when added to an email. As we talked about above, all email clients handle style elements differently, and this especially extends to fonts. To be safe, use standard web fonts and check to make sure the email client most of your subscribers use supports a particular font.
Try an HTML minifier.
An HTML minifier (like minifycode.com and smallseotools.com) automatically removes code that isn’t needed in an HTML file. Repetitive, extra elements will be stripped out, but the actual rendering of your email should remain the same (always test it out!). Each line of code impacts how long an email takes to load, so taking the time to remove junk code can have a positive effect on load time.
Keep your message focused on a single objective.
The best way to reduce email load time is to reduce how much content you add to each of your email sends. It might seem obvious, but too many marketers try to stuff too much content into their emails. Not only does that lead to an off-putting user experience (nobody wants to read a novel in email form), but it can send your load time off the charts and cause users to abandon your email. Keep it simple, and your users will thank you.
4. Plan (as much as you can) for end-user inconsistencies.
The screen size and email client aren’t the only factors that can alter the way your HTML email renders in your subscribers’ inboxes. Elements like the version of their email client, their operating system, their unique user settings, their security software, and whether or not they’re automatically loading images can all impact how your email loads.
As you can probably guess by that hefty list of factors, trying to solve for all of them (every single time you send an email) would probably be enough to make you throw your computer across the room.
But you don’t have to be completely helpless in the face of these variables — you just have to do a little pre-planning.
Consider creating a webpage version of your email.
This is kind of like giving your email a fail-safe button. If for some reason — due to one of the many factors discussed above — your lovingly designed email renders like an absolute mess when a subscriber opens it, they will at least have the option to click “view as web page” and see the email as you intended it to be.
Since style elements render much more consistently across web browsers versus email clients, you’ll be able to have way more control over the web page version of your message. In HubSpot, there’s an option you can turn on that will generate a web page version automatically.
Create a plain text version of your email.
A plain text version is exactly what it sounds like — an alternative version of your HTML email that renders in completely plain text. Adding a plain text version of your HTML email is important because some email clients and user settings can’t (or choose not to) load HTML.
If this is the case, the client will look for a plain text alternative version of your HTML email to load for the user. If one doesn’t exist, it could signal to the recipient’s email server that your message is spam — or potentially dangerous.
Most email tools like HubSpot will automatically provide a plain text version that displays if a recipient’s email server requires it, but if you’re coding an HTML email from scratch, you’ll need to create something called a multipart MIME message.
A multipart MIME message is an email that contains both a plain text and HTML version of the same email. If a recipient’s email client or security system doesn’t allow HTML email, the plain text version will be displayed. This is a process that requires an advanced knowledge of coding, so we recommend working with a developer.
Make sure your email still makes sense if the images don’t load.
Some users have automatic image-loading turned off, which means they’ll see your email without images when they open it. For this reason, don’t rely entirely on images to get the meaning of your message across, and always add alt-text to the images you do include. Alt-text will load even when images don’t, so your subscribers can get the general idea of what the visuals include.
5. Conduct thorough testing.
Finally, you’ll need to test your HTML email at every stage of development to ensure it works across different email clients, operating systems, and device types. Don’t wait until the very end of the process to test out your email — testing as you work is the best way to spot inconsistencies between different email clients and ensure you’re creating the most consistent experience possible for your recipients.
Some email tools (like HubSpot) offer in-app testing within their email builders to make the process easier. If you’re working from scratch, you can use a tool like HTML Email Check or PreviewMyEmail to get a better idea of how your email will look in different email clients and devices.
Simple and Free HTML Email Templates
There are an overwhelming amount of HTML email templates available on the web, and they vary in quality, responsiveness, and price. We’ve pulled together a selection of free HTML email templates that provide a responsive user experience. Be sure to read the terms and conditions on each individual template before use.
1. HubSpot Free HTML Email Template

Included in the free version of Marketing Hub, this template is a great place to start if you’re looking for a template with more room for customization. You can easily add images, text, and buttons in an intuitive drag-and-drop editor, and you can be confident that the templates you design will be fully responsive on any device.
2. Company News HTML Email Template by Campaign Monitor

This modern template is sophisticated and minimal. The subtle color palette and simple design make it a versatile option for many different industries and purposes, and it’s been tested on different email clients and devices to ensure a consistent user experience across different platforms.
3. Free HTML Email Template by Unlayer

Though this template was designed for a fitness company, you can easily adapt it for your own. This clean, muted template is a great way to display content your team has created and connect subscribers with your most recent products or blog posts. The design features two fully responsive columns with multiple color scheme options, and room at the top to highlight a call-to-action.
4. MINImalist Free HTML Email Template

Proof that sometimes less really is more, this easy, fully responsive design makes the most of whitespace and keeps the focus firmly on your words and visual elements. Without design distractions, your content can really shine — on any device.
5. Free HTML Email Templates from Bee Free

This collection of free, open-source templates are completely responsive and tested across popular email clients. You can edit and build on them on the Bee Free platform, then export the HTML file to your local drive.
These are an ideal option if you want a more styled, polished starting place, but you still want to be able to customize the design to fit your company’s needs. Each template is available in multiple formats for different marketing purposes, like transactional emails, NPS collection, and email subscriber re-engagement.
6. Free HTML Email Template by Campaign Monitor

This sleek, responsive design from Campaign Monitor would be perfect for sending out a discount code — but it could also serve as a stylish way to showcase your latest products to email subscribers. It’s also worth checking out Campaign Monitor’s full library of responsive email templates.
Create HTML Emails to Increase Your Subscriber Count
HTML emails are an engaging way to share what’s happening in your business and keep subscribers coming back for more. With the tips and templates we’ve shared, you’re well on your way to creating beautiful HTML emails without writing a single line of code.
Editor’s note: This post was originally published in June 2019 and has been updated for comprehensiveness.