Email Marketing Overview

While the average time spent reading a email is approximately 10 seconds (Statista, 2021), planning and executing an email can take several weeks. Please consider the following timeline as it encompasses the entire process from request to materials to review and approval.

The recommended timeline from the day you request an email to sending is at least seven weekdays. We recommend that project sponsors begin preparations at least two weeks in advance as the seven day timeline is contingent upon all materials — content, graphics, links — being finalized.  We also strongly encourage project sponsors to refer to the communications calendar in case the preferred send date has high email volume.

Email campaigns requiring assets from UF Advancement Creative Services, segmentation, A/B testing and multiple sends typically require 10 or more weekdays. Please contact Monica Vosilla if your request includes any special considerations.

Timeline:

Email requests are handled through Quickbase, a project management system. With just a few steps, your project proposal will be in queue:

1. Access the project proposal form – www.uff.ufl.edu/commproject
2. Complete the project proposal form
3. Add one or more email marketing requests
4. Complete the request details*:
   • Preferred scheduled send date and alternative(s)
   • Sender name and email address
     • Must be a ufl.edu account
   • Subject line & preview text
     • You can provide one or request a suggestion from our team
   • Upload materials including content, graphics and sponsor logos (if applicable)
   • Upload data: data requests are handled by the project sponsor,  not the digital communications team
     • This step must be completed 48 hours in advance of the scheduled send date
     • Suppression list(s) must be uploaded by 3pm day prior of send for AM scheduling or 10am day-of send for PM scheduling
5. Your request will be reviewed, approved and assigned within 1-2 days.

*If you are submitting an ESRS (email schedule-review-send), you will have less fields to address. 

Submitting data for your email send ensures an accurate and timely delivery. Delays or incomplete files will require rescheduling your send date. This step is the responsibility of the project sponsor. The UFA digital communications team does not request data.

Obtaining and submitting data:

• Request data of DIS at least 3 weeks prior to your preferred send date.
• The final data file(s) must be uploaded to the request ticket a minimum of 48 hours prior to send date.
• Suppression lists for active campaigns must be uploaded by 3pm day prior of send for AM scheduling or 10am day-of send for PM scheduling.

Formatting data: 

• Once you’ve received the data file, please check for the following:
  • Each data file submitted for the email send must be limited to one worksheet.
  • The worksheet must contain a minimum of two columns for Alumni ID & Email Address; one entry per row.
    If you have any personalization in the email, like first name, that field must also be included in the data file in its own column.
• Submit the data file as a CSV.
• Suppression and seed lists must be uploaded separately and labeled accordingly.

Example of formatted CSV worksheet: 

Email production is a collaborative process between the project sponsor and UFA digital communications team. Please refer to this table for clarification on roles and responsibilities to successfully complete your email marketing request(s).