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.
- The perception of receiving too many unsolicited e-mails leads to recipients who immediately
delete e-mails or do not open e-mails.
- 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
- 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:
- Director of Marketing and Communications