Email is a critical tool for advancing the University of Oregon’s mission. It allows us to reach students, faculty, staff, alumni, donors, and community partners in a direct and measurable way. With that privilege comes responsibility: poorly executed campaigns undermine credibility, weaken trust, and reduce engagement.

Email is not simply a distribution channel—it is a strategic communication tool that reflects the professionalism of the University of Oregon. By following this structured set of best practices, communicators can deliver campaigns that are clear, compliant, and effective, while also respecting the time and attention of our audiences. Excellence in email marketing is achieved through discipline, consistency, and a commitment to continuous improvement.

Planning

Maintain Clean, Compliant Lists

Every successful campaign begins with an accurate, up-to-date, and compliant distribution list. Outdated or unverified addresses increase bounce rates and spam complaints, which can damage the university’s email deliverability overall. Lists should be actively maintained, with inactive or invalid addresses removed on a regular schedule. Automation can help reduce errors, but communicators remain responsible for accuracy and compliance.

Legal and policy compliance is equally important. All opt-out requests must be honored immediately, in accordance with CAN-SPAM (Controlling the Assault of Non-Solicited Pornography and Marketing) and related regulations. Using lists of uncertain origin or sharing lists between units without consent exposes the university to reputational and legal risk. Maintaining clean, compliant lists is not just good practice—it is a requirement.

Do:

• Regularly scrub lists for invalid or inactive addresses.
• Use automated subscription and preference centers where available.

Don't:

• Send to third-party lists.
• Ignore unsubscribe requests.

Deliver Relevant, Valuable Content

Before designing or sending an email, consider whether the content provides clear value to the recipient. Audiences disengage quickly if they perceive messages as irrelevant, repetitive, or self-serving. Every communication should answer the question: Why does this matter to my audience right now?

Value-driven content respects the reader’s time and strengthens trust in the university. This means prioritizing information that is timely, actionable, and audience-specific. Resist the temptation to “fill space” with secondary content that distracts from the main purpose. Sending fewer, more relevant emails is more effective than frequent, unfocused communication.

Examples:

• Strong: A reminder to register for Duck Preview with a direct link to RSVP.
• Weak: A generic summary of campus events with no clear action.

Personalize Beyond First Names

While including a first name is a good initial step, true personalization goes beyond simply inserting a name into a salutation. Effective campaigns deliver content tailored to the recipient’s role, interests, or stage in their UO journey. This may include segmenting lists by status (prospective student, alumni, faculty), by prior engagement, or by declared interest areas.

One-size-fits-all emails rarely perform well. Instead, use segmentation to ensure each recipient receives content that feels directly relevant. Accuracy is critical: incorrect personalization can harm credibility more than no personalization at all (for example, using someone’s legal first name instead of their preferred first name). Invest the effort in data quality and thoughtful segmentation before scaling personalization.

Examples:

• Stronger: “Explore graduate programs designed for working professionals.”
• Weaker: “Hello, Jonathon—check out our programs.” (when this individual's preferred name is John)

Execution / Build

Prioritize Strong Subject Lines

The subject line is the single most influential factor in determining whether an email is opened. It must be concise (ideally under 50 characters), accurate, and compelling. Errors or vague language in the subject line signal unprofessionalism and reduce open rates.

Avoid spam-like tactics such as excessive punctuation, all caps, or misleading promises. Instead, focus on clarity and alignment with the body content. The subject line should set an expectation that the email delivers on. Consistent quality in subject lines reinforces trust and improves long-term engagement.

Do:

• Keep subject lines short, clear, and error-free.
• Test multiple subject lines using A/B testing.

Don't:

• Use "Free", "Act Now", "Discount", or similar spam triggers. You can find a larger list and more detail on spam trigger words here.
• Overpromise or mislead.

Create Compelling Calls to Action (CTAs)

Every email should be built around a clear, specific call-to-action (CTA). A strong CTA provides direction and urgency, telling recipients exactly what to do next. Phrases like "Apply Now," "Register Today," or "Explore the Program" are effective because they connect directly to the reader's needs and the institution's goals.

Visually, CTAs should stand out—using a button or bolded link that is easy to find. Avoid vague, context-free CTAs such as "Click here." Instead, link the action to the benefit for the recipient. Clear CTAs respect the reader's time and increase the likelihood of meaningful engagement.

Examples:

• Strong: "Reserve your campus tour spot"
• Weak: "Click here"

Accessibility

The majority of email recipients open messages on mobile devices, making responsive design non-negotiable. Emails must adapt to different screen sizes, with legible fonts, single-column layouts, and tappable buttons. Designs that are too complex or image-heavy risk breaking on mobile devices and frustrating readers.

Accessibility must also be a priority. Use descriptive alt text for all images, ensure proper color contrast, and avoid image-only emails. All recipients—including those with visual impairments or using screen readers—should be able to access and understand the message. Accessibility is not optional; it is professional, ethical, and above all else, a legal obligation. To learn more about making your emails accessible, please reference the UO Digital Content Accessibility supplemental materials on email clients.

Do:

• Use at least 14px font for body text.
• Provide alt text for all images.

Don't:

• Rely solely on images to convey key information.
• Use low-contrast color combinations.

Required Email Components

All university marketing emails must include standard structural elements that ensure clarity, compliance, and brand consistency. These components also improve user experience and deliverability across inboxes and devices.

• Subject Line: The subject line is mandatory and must accurately reflect the content. Keep it short (under 50 characters), descriptive, and free of excessive punctuation.
• Preheader: Appearing immediately after the subject line in most inboxes, the preheader provides context and should complement—never duplicate—the subject line.
• Header with Branding: Include approved UO branding at the top of the email. Use official logos and colors in accordance with brand standards. Avoid adding extra graphics or unrelated marks that disrupt consistency.
• Effective Body Copy: Keep body copy concise, scannable, and aligned with one clear objective. Use plain language, short paragraphs, bullet points, and white space to improve readability.
• Accessible Call-to-Action (CTA): Your email must include at least one distinct CTA, positioned prominently and visually accessible on mobile. Buttons or bold links should use descriptive text that clearly identifies the next step.
• Standard Footer and Compliance Elements: Every university email must include the following in the footer:
  • University of Oregon name and physical mailing address.
  • Unsubscribe or preference center link (required by CAN-SPAM).
  • Link to the university privacy policy, if applicable.
  • Department or unit contact email for questions.

Do:

• Lead with the most important message or action.
• Use clear headings and bullet points when appropriate.

Don't:

• Include multiple unrelated topics in one email.
• Use dense or technical text.

Testing and Sending

Test Thoroughly

Assume nothing when it comes to email performance. Always test before sending, both to ensure technical quality and to validate strategy. Preview emails in multiple email clients (Outlook, Gmail, Apple Mail) and devices (desktop, tablet, mobile). Formatting issues or broken links severely damage credibility.

Strategic testing is equally important. Use A/B testing to refine subject lines, CTAs, and send times. Learn from small test groups before launching full sends. Testing is a discipline, not an optional extra, and it ensures that every campaign reflects professionalism and reliability.

Examples:

• Test subject line variations with 10% of your audience before sending to the full list.
• Check dark mode and light mode to confirm design consistency.

Send at the Right Time

Timing significantly affects engagement rates. Emails sent mid-morning or early afternoon during weekdays tend to perform best, though the exact timing varies by audience. Use Smart Send or historical analytics to identify when your specific recipients are most responsive.

Equally important is coordination across campus. Overlapping sends from multiple departments diminish effectiveness and risk frustrating audiences. Whenever possible, communicators should align schedules to avoid inbox overload. Strategic timing demonstrates respect for the audience and maximizes campaign success.

Measurement

Use UTM Codes

Not all emails need to be tracked. That being said, if you are sending something you wish to be tracked, include an appropriate UTM code. UTM codes (Urchin Tracker Module) are essential for measuring the impact of email campaigns. They provide visibility into which emails drive traffic, engagement, and conversions on university websites. Without UTMs, campaign performance cannot be properly analyzed or compared.

Consistency in UTM naming is critical. Use standardized labels (e.g., utm_source=email, utm_medium=newsletter) so data remains clean and comparable across campaigns. Always verify that links are correctly tagged and functional before launch. UTMs transform email from a "send and hope" exercise into a measurable marketing tool.

Do:

• Apply UTMs to emails that will be tracked and reported.
• Follow established naming conventions.

Don't:

• Include UTM codes if an email will not be reported on
• Use inconsistent or vague campaign names.
• Skip UTMs on "minor" links.

Learn from Analytics

Analytics close the loop in the email marketing process. Open rates, click-through rates, and conversions are the foundation of performance tracking, but deeper insights—such as time on page after click-through or funnel progression—offer even greater value.

Data should inform continuous improvement. Evaluate what worked, what didn't, and why. Share results with your team and adjust future campaigns accordingly. Treating analytics as optional wastes the opportunity to learn. Measurement is what ensures each campaign builds on the success of the last.