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Email Communication Policy

Rationale for the need of an e-mail communication policy

    E-mail addresses are increasingly difficult to acquire as potential recipients become more selective about their personal e-mail. 

    The perception of receiving too many unsolicited e-mails leads to recipients who unsubscribe from all e-mail communication. 

    Greater segmentation of content based on the known or perceived interests of a recipient increases the likelihood that a recipient will indeed read an e-mail. 

    Maintaining a consistent look and feel of an e-mail is essential in promoting the UD brand. 

    Based on the rationale above, the University of Dallas will utilize the following e-mail communication policy for e-mails sent en masse to alumni, parents and donors.

Scheduling and Approval

All e-mails must be scheduled via Advancement and sent via iModules. Ten business days are required for preparation of a custom-designed e-mail.

Requests can be made online. Requests must also include a desired send date, subject line and recipient base (i.e., graduates from a particular program or geographic region).

Advancement will confirm the receipt of the materials and estimated e-mail send date. Send date will depend on other scheduled e-mails and the priority level of the e-mail (see “priority” section of this document).

A draft of the e-mail will be sent to the requestor. Two people must approve the draft:

  • Requestor
  • Director of Marketing and Communications

Email Checklist

  • "From" field indicates office/department name
  • Subject Line
    • Words to Avoid: Help, Percent off, and Reminder.
    • Keep it to 50 characters or less.
    • Avoid using splashy promotional phrases, CAPS, or exclamation marks.
    • Subject Line Best Practices
  • Minimal graphics
  • Vital information must be in the text body, even if it's duplicated in the graphic image. Some email browsers disable images.
  • Main body of copy no more than 300 words. Our objective is to get the reader to click a link for more information.
  • Include a clear call to action. The most effective are those with incentives that are timebound.
  • Avoiding the Spam Filters
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