Email Guidelines
Creating accessible and on-brand emails is essential to ensure clear and inclusive communication at Dartmouth. Please refer to these guidelines for mass email and recommendations for a successful and effective campaign.
Before starting your project, please contact us. We will work with you to understand your needs, answer your questions, and help you work within our brand guidelines.
Before creating your email:
- Identify the audience and the message.
- Your email should have a clear call-to-action.
- Have a detailed webpage where your information lives. Your email should direct traffic to that page.
- Who is the email “From” —identify a name and email address (ex., Department, person, group)
- Set up an account with an email marketing service provider. The Office of Communications recommends MailChimp.
Email Dos and Don’ts
Email Dos:
- Create compelling subject lines that are 50 characters maximum.
- Use preheader/preview text to give recipients a teaser of what the email is about.
- Use clear and concise language.
- Keep the message brief.
- Direct readers to detailed, up-to-date webpages.
- Structure your content using headings, bullet points, and short paragraphs.
- Consider the design and content of your email on a mobile device.
- Use images, but sparingly.
- Use alternative “alt” text and descriptive linking.
- Check spelling and grammar. Follow Dartmouth’s design guidelines and editorial style.
Email Don’ts:
- Send PDFs in the body
- Use text-heavy images.
- Use ALL CAPS to get attention.
- Write long copy or lengthy sentences.
- Fill your email with large image files.
- Use language like “click this link.”
- Use excessive bold or italics.
Adhere to Dartmouth’s Visual and Brand Standards
In addition to the guidance below, see Dos and Don’ts for Dartmouth’s visual identity.
Accessibility
Email accessibility is important because it ensures that all recipients, including those with disabilities, can access and understand the content. It promotes inclusivity, meets legal standards, and reflects Dartmouth’s commitment to equitable communication.
Images
- Use alt text for images.
- Describe the image concisely.
Contrast and font size
- If altering any text colors or background colors, be sure to check the contrast.
- No font size smaller than 12 pt or 16 px.
Do not send image-only emails or PDF flyers.
Use descriptive link text.
Avoid “click here,” “see the link,” or exposed URLs. Ex: home.dartmouth.edu