Before hitting send on a mass communication, take a moment to pause and ask: Who needs to know this, and how can we say it clearly, respectfully, and in alignment with our brand? The goal isn’t just to inform, but to connect—building trust, delivering value, and reflecting the university’s voice in every message.
Use this checklist as a guide when planning any mass communication:
- Audience Clarity: Have you clearly defined who you're trying to reach? Is the message relevant and appropriate for this group?
- Purpose & Timing: What’s the primary goal of this communication—and when is the right time to send it?
- Message Focus: Is the content concise, necessary, and easy to understand? Avoid unnecessary jargon or detail.
- Tone & Voice: Does your message sound like UMass—respectful, welcoming, smart, and clear? View UMass brand voice guidelines.
- Personalization: Is it appropriate to personalize this message? If so, have you confirmed the correct data fields (e.g., first names)?
- Visual Consistency: Have you applied brand templates, logos, and formatting correctly? View UMass brand visual identity guidelines.
- Accessibility: Is the email accessible to all users (logical reading order, alt text, adequate contrast, etc.)?
- Link Strategy: Do your links clearly describe what they lead to? Have you ensured important content is hosted in a reliable and accessible location?
- Opt-Out & Compliance: Are you following CAN-SPAM rules and UMass policies? Does your footer meet requirements for your type of message?
- Platform & Approval: Are you using the correct Marketing Cloud instance (UR or UMAF)? Have you obtained all necessary approvals?
For more details on sending mass communications, consult the rules and usage guidelines.