Marcom Toolkit

Navigation + Search
Home / Email Marketing

Email Marketing

Overview

Email marketing can be an effective and low cost method of distributing information to a large audience. Sending mass emails can help you reach a wide, targeted audience with minimal time and/or resource limits. Compared to mailing print materials, email marketing can be cost-effective, with no materials or postage costs.

Mass email communications can be used for event invitations, newsletters or general announcements, and can reach specialized audience groups such as local alumni, general department alumni, students, donors, etc.   

 

General Guidelines

For messages to a larger audience, such as all alumni of the college and its predecessor institutions, the university’s Advancement Services office will need to be involved. Work with the college’s development office to facilitate this process by contacting contact-cas@case.edu.

Steps to Creating Messages for a Targeted Audience:

  1. Develop a target send date
  2. Draft program description, artwork/images (if applicable), bio sketch(es) or request(s) from program planner, guest and/or speaker
  3. Write copy, design layout, submit to program planner for review, send test messages (to fellow staff only)
  4. Send mass email

Tips to Maximize the Effectiveness of Your Message:

  • Allow at least one full week to write, design and send the message
  • Consult with the college marketing team to obtain specific audience email lists
  • For messages to a specific alumni audience, such as all English department graduates, consult the college’s development and external relations office for assistance
  • Follow the university branding guidelines
  • Keep an email contact list to everyone receiving the communication – as you would with print mailings, it is important to keep track of your audience in case you need to follow-up for time or location changes, or want to send additional news
  • Include a distinct “call to action” (e.g. “Join us for a free reception!”)
  • Include links to relevant web content
  • Include a date, time, location and brief description
  • Include contact information for questions (email, telephone number, address) and parking information (if mailing to off-campus constituents)
  • Include an RSVP deadline date, if applicable

 

Guidelines for Sending Mass Emails

When you’re sending out bulk emails to a list of your own,  it is best to follow the CAN-SPAM Act of 2003 guidelines. Although the website covers commercial messages, the laws also apply to nonprofit organizations.

The key points are:

  • Include a physical contact address on the email
  • Make sure that the email details how to be removed from future mailings (and that these requests must be honored).
    • Example copy: “To unsubscribe from this list, please reply to this email and add the word “UNSUBSCRIBE” in the subject line.”

If you use a mailing list service such as TargetX (used by Advancement Services) or MailChimp, they will handle all of this for you. If you choose to send a mass email through Outlook or Gmail yourself, you’ll need to make sure you take care of all the points laid out on the CAN-SPAM web site.

 

Sending Mass Emails to a Campus Audience

For some events, you may want to send a mass email to current students, faculty, and/or staff. However, there are some guidelines for this process that you should consider when developing such an email. Please consult with Lisa Chiu, the College’s Director of Marketing and Communications, to receive assistance in planning mass email communications.

It is important to send emails only to those who are affiliated to the relevant college, department, activity, or to those who have intentionally signed up to receive such content (a list serve, for example). If you send email blasts to recipients who are not interested and did not ask to receive such messages, your emails may begin to be marked as spam.

We also encourage you to submit campus-wide news and events to The Daily. Submit your message to The Daily at least 10 days before your target publishing date by emailing case-daily@case.edu.

 

Sending Emails to a Campus Department

In some instances, you may want to send a mass email to the College of Arts and Sciences’ Department Chairs or Administrators. An easy way to do that is to email caschairs@cwru.edu or casadmins@cwru.edu respectively.

 

Email Alias/Google Groups

Using Google Groups to create an email alias (e.g. biology@case.edu) for your department has several advantages over using one’s personal email address, especially with regards to use on websites or in marketing materials. Aside from looking more professional, using an alias allows people to contact the department in general rather than a specific person. Also, multiple people can access the email alias through Google Groups. This is helpful so that if one person is out sick or on vacation, another person can respond to any emails that are sent to the alias. While it is a good idea to designate one person as the lead responder for the alias, having the ability for others to also access the alias is very useful.

How to create a Google Group/email alias

In order to create an email alias, one must create a Google Group. Google Groups makes it easy for organizations, such as departments, project teams and student groups, to collaborate and communicate. Here are the steps for creating a Google Group/email alias:

  1. Visit https://case.edu/utech/google/groups/
  2. Click “Create or Delete Group” in the right column.
  3. Select “Create a new group” then “Continue.”
  4. Group email address = department@case.edu (e.g. biology@case.edu)
  5. Group name = name of department (e.g. Department of Biology)
  6. Group type = Administrative Alias
Page last modified: February 24, 2017