University of Minnesota
University Relations
Our Brand: How to Convey It
http://www.umn.edu/brand

Our Brand: How to Convey It.

 


Internal Mass Email Guidelines, Requirements, and List Use


Definition

For the purposes of these guidelines and requirements, internal mass email—regardless of the tool or system used to send the message—is any single or group of identical unsolicited mailings sent to a list of individuals within the University of Minnesota system.

These guidelines and requirements do not apply to messages that are sent to a group of email addresses:

  • created for a class;
  • including only members of a student organization or residents of a residence hall;
  • made up of all or any combination of students, faculty, or staff members within their own college, department, or unit;
  • that a unit has a relationship with (i.e., a college's student body or students in a specific major, people who have purchased a ticket for a performance); or
  • where all subscribers signed up voluntarily to receive information.

Purpose statement

The Office of the President requires University units to use campus communications resources effectively and efficiently. These guidelines and requirements

  • instruct users on appropriate uses of internal mass email,
  • provide best practices and content standards,
  • provide advice for choosing alternative communication methods, and
  • outline required content for internal messages.

When to choose mass email

Internal mass email is appropriate for:

  • Messages that are time sensitive.
  • Messages that serve as a digest or short newsletter that directs people to other locations for more information.
  • Administrative system- or campus-wide messages that apply to all or a majority of the recipients.

Inappropriate use of internal mass email includes, but is not limited to:

  • Messages that are not in line with the mission of the University.
  • Messages that are personal in nature.
  • Messages that are commercial in nature with the exception of those messages that are in support of University business and are approved by the stipulations defined in these guidelines and requirements.
  • Messages for job postings or research recruitment.

Best practices and content standards

Sending internal mass email

To promote operational efficiency and network security, the following guidelines govern internal mass email:

  • A mass email message should be brief, self-explanatory, clear, and concise.
  • Avoid sending frequent or repeated messages. Use other communication methods noted in “Alternative Communication Choices” below.
  • Send collaborative messages with others at the University to avoid redundancy and reduce the number of messages sent.
  • Attachments are not allowed in mass email. A link to a website or a Google doc is recommended.
  • Messages sent to University email addresses must be consistent with existing University policies (see Acceptable Use of Information Technology Resources).

Marketing or advertising and internal mass email

Unacceptable use of internal mass email includes:

  • Marketing or advertising of programs, majors, classes, products, or events offered or sponsored by the University. Units should use other methods of communication for these purposes, such as Brief, MyU, the Events Calendar, email newsletters, or established email lists. See “Building an Internal Mass Email List” below. Please note: This requirement does not apply in all cases. See the Definition of mass email above.
  • Solicitations for contributions, charities, or participation in personal activities not related to University purposes or not sponsored by the University.
  • Solicitations for non-University businesses operated by University faculty or staff.
  • Messages that target audiences that might appear discriminatory or may appear to be infringement on privacy.
  • Offensive material.

Building an internal mass email list

Units may, through electronic communications other than mass email, offer students, faculty, and staff a way to sign up to receive marketing messages from their unit. For example, a unit may include information about a program or an event in Brief or MyU coupled with a link to subscribe to email related to future programs or events. Units must adhere to federal CAN-SPAM law for any messages sent to an opt-in email list.


Branding and required message content

Messages sent to internal (umn.edu) email addresses must include all of the following:

  • Wordmark at the top or prominently placed within an HTML message.
  • “University of Minnesota” clearly identified in plain text messages and in the text-only portion that accompanies an HTML message.
  • Name of the sending unit (recommended) or the sending individual in the "from" field.

In the message footer:

  • Name of the sending unit and the audience the message was sent to (e.g., "This message was sent by the Office of the President to all Twin Cities faculty and staff.").

Example of branded and required message content (click for larger image).

Example email (click for larger image)


Alternative communication choices

Before deciding on mass email as the choice for any communication, units are strongly encouraged to use:

  • Brief (systemwide audience with campus sections).
  • My U (multiple levels of audience targeting; available late spring 2015).
  • Events Calendar(s) (by campus with some calendars offering filters for targeting specific interests).
  • Google Groups (opt-in based on interest or affiliation).
  • Websites (public).
  • College, campus, and departmental publications, such as internal newsletters—examples of which can be found in Alternatives to Mass Email (see the right column). Contact your parent unit's communications professional for additional options.

Internal ALL list process & approvals

ALL lists

ALL lists are composed of large campus-wide or system-wide groups.

Examples of these lists include, but are not limited to:

  • Systemwide faculty, staff, and students
  • Systemwide faculty, staff
  • Systemwide faculty
  • Systemwide staff
  • Systemwide students
  • Systemwide undergraduate students
  • Systemwide graduate/professional students
  • Twin Cities faculty, staff, and students
  • Twin Cities faculty, staff
  • Twin Cities faculty
  • Twin Cities staff
  • Twin Cities students
  • Twin Cities undergraduate students
  • Twin Cities graduate/professional students

ALL list process and approvals

To manage the number of messages sent to ALL lists, and to ensure the messages that are sent are appropriate, a core group of Twin Cities central administrative units have permission to access and send to these lists using Salesforce Marketing Cloud (was ExactTarget).

The table below outlines the ALL list access for the Twin Cities campus: the central units that are able to send messages, the audiences they have the ability to send to, and the Key Contact person for mass email for the unit.

Central Twin Cities Administrative Units

Audience Offices allowed to send to this audience; both systemwide and TC campus only Key Contact
AEL, Students, Faculty, Staff Office of the President, Office of Equity and Diversity Lyle Peterson
AEL, Students, Faculty, Staff Office of Academic Affairs & Provost, Office of Public Engagement Marlo Welshons
Kate Tyler
Students, Faculty Academic Support Resources Stacey Tidball
Students Office for Student Affairs Matt Sumera
Students, Faculty, Staff Office of the Vice President for Research Erin Dennis
Students, Faculty, Staff Office of Human Resources Tim O'Regan
Students, Faculty, Staff Office of Information Technology Ellen Puffe, Kellie Greaves
Students, Faculty, Staff University Services, University Police Tim Busse
Students, Faculty, Staff University Relations Kathy Jensen

Any unit on the Twin Cities campus that is not listed in the table above and that would like to send a mass email to an ALL list must contact the mass email Key Contact person in their parent unit to make a request. Messages that are approved for any ALL list must be sent by a unit with list access.

Duluth

Distribution of mass email to students on the Duluth campus is governed by the UMD Policy and Criteria for Mass Email to UMD Students.

The table below outlines the ALL list access for the Duluth campus: the central units that are able to send messages, the audiences they have the ability to send to, and the Key Contact person for mass email for the unit. Complete process and approval information for all internal mass email ALL lists is being developed.

Audience Offices allowed to send to this audience Key Contact
Faculty, Staff Office of Academic Affairs Vickery French

ALL Listservs

The Crookston, Morris, and Rochester campuses use listserv lists for various ALL audiences. See the tables below for the audiences, the list email addresses, who may send to the list, and the Key Contact for each list.

Crookston

Audience Lists and availability Key Contact
Faculty, Staff UMC-FACSTAFF@lists.umn.edu; any UMC faculty or staff may send to this list. No opt out. Amber Bailey
Students, Faculty, Staff UMCOFFICIAL@lists.umn.edu; for official use only. No opt out. Amber Bailey
Students, Faculty, Staff UMCUNOFFICIAL@lists.umn.edu; any UMC faculty or staff may send to this list. Opt out is available. Amber Bailey

Morris

Audience Lists and availability Key Contact
Faculty, Staff, Retirees UMM-ALL-EMPLOYEES@lists.umn.edu; any faculty or staff may send to this list. No opt out. Mark Van Overbeke
Students UMMOFFICIAL@lists.umn.edu; moderated list. Mark Van Overbeke

Rochester

Audience Lists and availability Key Contact
Faculty, Staff UMRSTAFF@lists.umn.edu; any faculty or staff member. Madison McKone

ALL lists delivery options

Depending on the campus, messages sent to ALL lists must be sent using Salesforce Marketing Cloud or to an ALL listserv list using a University gmail account.

There are two methods of sending ALL list messages in Marketing Cloud.

  • Method One (preferred)—Send to a group email address. In doing this, you reach every individual in your chosen ALL list, but use only one email address to reach them. If you don't need tracking, use of this method is recommended.
  • Method Two—Send to individual email addresses. Use this method only if you need tracking (open rates, links clicked). This method is not cost effective; the University incurs a cost for each message sent to each email address.

See Mass Email System Features for more information.


Administrative Email List (AEL)

The Administrative Email List (AEL) is built using job codes to communicate with University administrators, deans, directors, and department heads on the Twin Cities campus or systemwide. See the complete list of job codes. The AELs are updated daily.

Messages sent to an AEL must be approved and sent by the president's or provost's office. Requests must be made at least 5 working days before you'd like the message to be sent.

Use the mass email request form to request an AEL message sent by:

  • Office of the President
  • Office of Equity and Diversity

Contact Marlo Welshons or Kate Tyler to request an AEL message sent by:

  • Office of the Provost
  • Office of Public Engagement

If you have questions about the AEL, contact intcomm@umn.edu.

Branding

AEL messages should use the approved University mass email header and footer.


Other internal lists

Permission to send a mass email is not necessary for units using lists

  • created for a class;
  • sending messages to all students, faculty, or staff members within their own college;
  • including only members of a student organization or residents of a residence hall;
  • that a unit has a relationship with (i.e., a college with students in a specific major, people who have purchased a ticket for a performance),
  • where all subscribers signed up voluntarily to receive information; or
  • any other list that would not be classified as an ALL list.

Sources for internal lists include the Data Warehouse and Reports in MyU.