Mass email guidelines and resources

The Web Team often receives questions and requests related to mass emailing (such as sending out newsletters on behalf of a unit at VCUarts). The purpose of this page is to share some guidelines and resources for mass emailing.

Definition

The university recommends a mass emailing solution for messages sent to over 100 contacts. More information is available at collaborate.vcu.edu

Considerations

Before choosing to start a mass email campaign or newsletter, it is important to clearly define your goals, audience, plan for managing the campaign and audience lists and confirm that you are familiar with university requirements in addition to applicable State and Federal laws governing mass emailing.

Strategy

• Why are you sending a mass email? What is your intended goal?
• Is mass email the best way to accomplish this? Why?
• Do you have the resources and capacity to manage mass email campaigns?
• Who is the point of contact for this project?
• What is the frequency in which you intend to send emails?

Audience

• Who are you sending this email to?
• How did you get their email address? Did they “opt-in” or explicitly give permission to be emailed?
• Over time, how will you collect email addresses for your mailing list? How will this list be maintained?
• If emailing to students, are you familiar with all of the university’s policies regarding sharing of student email addresses? Are you aware of Virginia’s HB-1 legislation and what that means for emailing students?
• If emailing to alumni, have you communicated your plans with DAR? Have they approved your email? Are you aware of Virginia’s HB-1 legislation and what that means for emailing alumni?
• Have you communicated your plans with the VCUarts Communications Office for feedback?

Have you consulted the following policies?

• VCU mass mail policies
• Policy on external DAR-related Communications (Includes CAN-SPAM act)
• HB-1
• VCU web accessibility standards
• VCUarts content guidelines

Mass emailing resources

VCU provides a number of resources for mass emailing:

1. lists.vcu.edu (LISTSERV)

Lists is free to use for anyone at VCU. It can be used for internal and external audiences. You can use the Gmail interface to send email to lists on LISTSERV. Simple content formatted within Gmail works best for this.

2. ListPlex Maestro (mass-email client)

Maestro is an email newsletter client, available for licensing from the university. It offers some basic customization options for templates and is compliant with the requirements of HB-1. More information about Maestro is provided by VCU collaboration services.

3. DAR (for emailing alumni)

Emails sent specifically to VCUarts alumni must go through Development and Alumni Relations (DAR). Please contact DAR for any alumni mass emailing needs.

VCUarts Newsletter

The VCUarts newsletter is sent using a Mailchimp template through lists.vcu.edu. It is multi-step process which requires a a basic understanding and familiarity with HTML. If you do not feel comfortable working with HTML, we recommend one of the other solutions provided by the university referenced above.

For a more specific set of instructions on how to send a MailChimp template through the VCU LISTSERV, please contact the Web Team.