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Mass Email Brand Standards

When a message from a University office or organization appears on a PC or smartphone screen, it makes a statement about UT Dallas.

The Office of Communications has instituted the standards outlined below for University messaging via email. Use the checklist here to prepare your email message.

  • Length — Keep it short, and keep it on point. The average email gets fleeting attention. It’s easier for readers to hit the delete button than it is to use the scroll bar, particularly on a smartphone. Don’t make your readers work. If you have more to say, link to Web pages that offer more information for the readers who want it.
  • Logos and Colors — Resist the temptation to invent a new logo for a new organization or event. New graphics can make your message appear unrelated to the rest of the University, and your otherwise well-meaning message ends up looking like junk mail. Newsletters should follow the rules for logos. Never use the University’s official seal. Do use the University’s official color palette. UT Dallas publications, advertising and Web pages use orange, green and white to unify the University’s impression in media and the marketplace. Straying from these standards weakens the visual identity of the University at large and your organization in particular.
  • Lists — If you’re not using an email list server for your mass email, it is very likely to go to the recipient’s “Junk Mail” folder. Email list servers are designed for this work, crafting individualized emails for each recipient. Your message actually has its best chance of getting past the junk mail filter if you use one of the University’s several email list servers. University Web Services can advise which one is best suited to your audience.
  • Quality and Usability — All too often, evites and newsletters that organizations spend hours designing malfunction when they finally arrive on the user’s screen. What works on a PC can be unreadable on a smartphone, tablet or iPad. Images are blocked by most email providers. If you want to use graphics or HTML designs to liven up emails or newsletters, it’s imperative that they be tested fully – across multiple platforms – before sending.

Consult Web Services: The University’s Web Services department can answer questions about your mass email and make sure it functions in email programs as envisioned. Plan a specific day for your newsletter to appear in users’ inboxes and contact Web Services at least two weeks in advance. Experts can test your email for functionality and set a time for it to be sent to your constituents.

How do I get started?

• Start by filling out our mass email checklist
• Learn more about our mass email process

How do I write a mass email?

How do I design my message?