Mass Communications

Please follow these guidelines to maintain consistency and avoid issues with email delivery.

Clear Purpose
Work emails must clearly relate to academic activities, college operations or events that are directly associated with Fullerton College.

Target Audience
Emails should only be sent to relevant groups to avoid overloading inboxes with unnecessary information.

What to Do

• Personalization: Address recipients by name when possible
• Subject Lines: Clearly state the email’s content in the subject line
• Links: Use descriptive text for links, avoiding vague phrases like “click here”
• Text Visibility: Use standard black text on a white background for high contrast. Do not change text or link colors to hide content
• Accessibility: Ensure emails are accessible by adding descriptions to images and avoiding pictures of flyers
• Scheduling: Send emails on a standard schedule to avoid overwhelming recipients

The Office of Campus Communications uses Emma, our email marketing platform, to support consistent, professional communication across campus.

Emma provides:

• Consistent, on-brand email templates
• Subaccounts with separate lists and user permissions by department
• One-click unsubscribe, required to comply with anti-spam regulations

Getting Access

Training is required before access is granted. The Office of Campus Communications provides onboarding for new users and will evaluate departments currently sending mass emails through other platforms.

Once approved, refer to Emma’s New Client Guide to get started.

For training or a consultation, contact comms@fullcoll.edu.

Fullerton College is considered a mass email sender due to the volume of emails sent daily. Emails from @fullcoll.edu addresses may be marked as SPAM and restricted in how often they can be sent if users do not follow mass email guidance. Individuals sending mass emails from a @fullcoll.edu email address may have their email accounts temporarily blocked and risk Fullerton College being labeled as SPAM by email providers.

Major email providers require all mass email senders, including those sending emails from @fullcoll.edu addresses, to include a one-click unsubscribe button. This means that any email sent from a @fullcoll.edu address that recipients may consider spam must have an unsubscribe button. Failure to comply with this policy could result in all @fullcoll.edu emails being rejected or delivered to junk folders.

Consult the Office of Campus Communications for access to Emma, the campus email marketing platform and for questions about sending mass emails.
Consult the Office of Academic Computing Technologies before purchasing or using new software that utilizes an email feature.

Before sending a mass email, you must first define your content. Emails and newsletters should not mix informational content with marketing content.

Informational Emails
Informational emails include content to help students navigate their education and may include important deadlines, paperwork requests or action items that must be completed. This content should be its own email and not mixed with marketing information.

Marketing Emails
Marketing emails typically include content in the form of a newsletter and may include promotions, events, general program information or may drive engagement. This content should not be mixed with action emails.

To avoid issues with email deliverability, consult with the Office of Campus Communications.

Guidelines:

• Send relevant emails only to users who are interested in receiving your messages.
• Do not assume former students or former staff still want to receive your emails. Send them an invite email first before adding them to your email lists.
• Sending too many emails from a @fullcoll.edu email address all at once can cause blocks or limits by third-party email providers.
• Mass emails must have a one-click unsubscribe link clearly visible in the message body.
• Do not mark internal fullcoll.edu messages as spam.
• If messages from any fullcoll.edu email are constantly reported for spam, every fullcoll.edu email gets affected.
• One-click unsubscribe links are native in third-party email providers like Emma.
• Consider unsubscribing recipients who frequently don’t open your messages or have multiple bounced messages.
• Use the “insert name” feature to include the name of the recipient.