Mass Email Uses and Policies
Tarleton State University allows authorized senders to distribute mass emails within their academic or administrative unit. To send to the campus community, please contact the Office of Marketing and Communications.
Email is a tool for carrying out the mission of the university. It can be used to quickly, easily and effectively communicate with large groups of people. Email communications should be targeted as much as possible to those specifically affected. Mass email sends are intended for use when the message is of common importance to the receiving community and is not easily conveyed via other media, including the unit website or university calendar.
Principles
- Each unit is responsible for vetting content internally to ensure the email is appropriate. The communications lead or assigned designated user must approve internal emails to all personnel within an academic college, division or administrative unit and ensure the unit lead (VP, Dean, AVP, etc.) supports the proposed communication.
- Unless otherwise noted, an internal mass email will be reviewed and must be approved by the Office of Marketing and Communications. These communications are requested through an online form. Central MarCom will evaluate the voice and tone of the content to ensure it is appropriate for the intended audience. Additionally, the editorial team will review grammar, style and branding. Please be advised that adjustments may be made to the content to align with brand standards and audience expectations.
- Messaging will be evaluated for strategy, content, accessibility and relevance to the university community. Note that not all email requests will be approved. Other methods may be recommended to deliver messaging.
- Requests to email the university community must include timely, relevant messaging to the target audience.
- No more than one reminder mass email will be shared following the initial mass message. If the initial request is part of a series of communication, this must be indicated during the original request.
- Requests must include sender name, sender address and target audience information.
- Emails submissions required 1-2 business days for review. During the original request, provide an alternative send date. This will allow the send time to be evaluated with other digital communications being sent.
- In email communications involving multiple units, approvals from all sides must be obtained before submitting a send request.
- Verifying accurate content, including but not limited to fact-checking, spelling and grammar must occur by the unit before scheduling.Verifying accurate content, including but not limited to fact-checking, spelling and grammar must occur by the unit before scheduling.
- All mass email communications are strongly encouraged to originate from EMMA, the university’s email distribution software, and adhere to the approved design, content formats and standards. Mass email communications through EMMA should use templates provided within the program.
- EMMA does not allow direct file attachments in emails. Files can be uploaded to the document library, creating a link to the file that can be used within the email or a hyperlink can be used. Links referencing documents within an email must meet digital accessibility laws.
- Units should work with the appropriate authorized lead for their area for guidance on mass email sends.
- An internal unit email to the faculty, staff and students within a specific college must be approved by the communications lead for the academic unit.
- Mass email communications sent on behalf of the Office of the President and the Executive Cabinet to the university community are drafted, edited and distributed by the Office of Marketing and Communications in collaboration with the appropriate team lead.
- Mass internal communication does not include third party on campus entities (tarleton.edu or go.tarleton.edu).
- All images/graphics must have an alt-text description. Alt-text or alternative-text is the text that appears if an image does not load and the text that screen readers will read aloud.
- All internal mass email communication requests will be subject to review, suspension or denial by The Office of Marketing and Communications. Proposed large-scale mailings in conflict with Tarleton State University regulations or applicable laws are not permitted. All communications must demonstrate a direct relationship to university business or be within the scope of the university’s mission.
- The Office of Marketing and Communications reserves the right to rescind, revoke and/or restrict a user’s ability to send announcements due to noncompliance with this and/or other university policies.
Support
To request internal mass email assistance or to be directed to the appropriate individual or group for approving a proposed internal mass email, please reach out to the Office of Marketing and Communications.
About EMMA Email
EMMA is an email platform for designated Tarleton State University users to support streamlined and consistent communications efforts. This service is for critical, operational or time-sensitive messages that should be sent as mass emails to the entire university community. Divisions, colleges and units are strongly encouraged to use Emma to distribute internal communications to Tarleton State University community members.
Some examples of critical, operational or time-sensitive emails include but are not limited to:
- Messaging that is pertinent to the university’s mission.
- Code Purple notifications.
- Cybersecurity.
- Address a recommended or required action that applies to the campus.
- HR benefits.
- University leadership announcements.
- Texas A&M System announcements.
EMMAs Features
Tarleton State University branded, professionally designed email templates.
- Accessible and compliant emails that meet federal and state mandates.
- Support for preconfigured contact lists from Tarleton State University.
- Personalized salutations (“Dear [name]”).
- Multiple user roles (creator, reviewer, sender).
- Analytics (open and click rates).
Prohibited Usage
Do not use Emma for:
- University or campus wide event promotions without prior approval.
- Emails for donors and alumni. These requests should be coordinated with the Tarleton State University Division of Institutional Advancement.
- Independent mailings for internal job postings. (Contact Human Resources for guidance)
- Direct email communication from faculty to students. This should be sent from the learning management system (Canvas).
Templates
All email communications must use the templates designed for the respective communication type (event, memo, general message or newsletter). These customized templates represent the cohesive university brand. Users may not overwrite or add custom styles or layout elements to templates, including but not limited to font sizes and styles, text colors, button colors and styles, rows and columns, content padding, etc. Changing these elements can affect brand consistency while also negatively impacting accessibility and the structural integrity of the email. If additional customization is needed, contact the Office of Marketing and Communications for support.
- Email Design Guide
- Before submitting an internal mass email send request:
- A test email must be sent to the designated reviewer(s) for the content of the email.
- Review selected recipient groups or segments before authorizing an email campaign.
- Adhere to all data security policies.
- Follow Tarleton State University’s email policy.
- Designate a backup group manager or delegate to support the responsibilities associated with the primary user role. Types of roles and responsibilities assigned are:
- Author – Can create and edit mailings.
- Editor – Can create and edit mailings, define target audience, schedule delivery and send test emails.
- Full – Can create and edit mailings, define target audience, define/edit email content, define sender, schedule delivery, send test emails and authorize mail job delivery.
Scheduling
Scheduling requests should be submitted to the Office of Marketing and Communications two business days before the proposed send date. Please be mindful that your requested email communications do not conflict with university administration messages or observed traditions (president’s office messages, Silver Taps, etc.). Strategic alternative send times will be provided if needed.
Distribution Lists
If the currently available distribution lists do not meet your needs for an upcoming email, please submit a request to the Office of Marketing and Communications. List development may require 2-5 business days depending on the complexity of the request. Please be sure to plan accordingly.
Contact
Jenna Partin
Assistant Director of University Communications
Definitions
Internal Mass Email – A single email message that is distributed simultaneously to a large group of recipients within an organization.
Scheduled Send – Setting a specific future date and time for communication to be automatically delivered to the targeted audience.
Target Audience – Refers to a specific group of recipients for whom the message is intended.
Unit Email – Email communication sent by a specific unit to its specific unit, such as a program, college, school, department or division.