Email Marketing Overview

Advancement Toolkit Email Marketing Email Marketing Overview

The UF Advancement Digital Communications team oversees email production and scheduling across fundraising, alumni and special event programs. With approximately 20 million sends per year, email is a critical component in reaching the Gator Nation®, supporting the university’s growth and reputation, and conveying the UF brand.

To uphold best practices, coordinate timing and comply with UF Foundation policy, alumni- and fundraising-oriented emails sent to more than 25 recipients are expected to route through UF Advancement Digital Communications. Email addresses of alumni and donors are considered confidential and can only be used via UF Advancement servers.

Please contact Monica Vosilla, director of digital communications, or Tonya Gibbs, digital communications manager, with any questions or for more information on email marketing.

Email Marketing Components

Planning

While the average time spent reading an email, is approximately 10 seconds (Statista, 2021), planning and executing can take several weeks. Consider what you want to achieve and how you’ll gauge success.

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Development & Design

Emails blend the creativity of graphic design with the technical expertise of programming. Learn more about best practices and preview our templates, or wireframes, for a starting point to visualize content.

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Testing & Optimization

UF Advancement supports quality assurance on email requests. Our emails are tested prior to deployment for readability, spam filtration, device optimization, and accessibility through Litmus, the industry standard in digital proofing and testing.

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Deployment, Reporting & Analysis

UF Advancement uses Salesforce Marketing Cloud, a leader in email marketing and automation, for email development and deployment. This system allows for responsive (desktop/tablet/mobile) design, robust programming and data collection. Additional tracking is added to further assess deliverability and engagement.

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Timeline

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:

Day(s)Task(s)
7Email request submitted to Quickbase project queue, www.uff.ufl.edu/commproject, for review by Digital Communications
5Project approved and assigned; notification email sent to sponsor with link to access project
4-3UF Advancement Digital Communications team builds email with the materials provided; email is tested via Litmus platform and sent to Digital Communications leadership for review; project sponsor receives a Litmus proof in their UF inbox for review
2-1Sponsor provides feedback for a revision and/or approves email via Litmus; project sponsor uploads data file to the project request
0Approved email is scheduled for send; project sponsor will receive a confirmation email with the scheduled send time

 

Requesting Email Marketing

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
      • This step must be completed 48 hours in advance of the scheduled send date
      • Data requests are handled by the project sponsor,  not the digital communications team
  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. 

 

Step-by-Step Instructions