Email

Email is a campus resource that provides a quick and cost-effective means to communicate and to promote the university's overall mission. Email messages should be used for internal and external communications that serve legitimate university business and must meet professional standards of conduct.

View the SUNY Cortland email policy (PDF).

Email is an important form of communication that enables us to convey SUNY Cortland’s message in a consistent fashion. Common formats have been developed for all individual email addresses and signatures so that we can represent SUNY Cortland in a unified manner and make it easier for people to contact us. When announcing events, please refer to the event announcement template.

When representing yourself as part of the university, the minimal or extended external email signature should be used on every email you send. Day-to-day emails between coworkers can be abbreviated.

Email signature creator

Best practices for effective mass email communications

Audience

• Send messages to the most relevant and narrowest audience feasible.
• Refrain from using CC for large groups unless necessary.
• Double-check the recipient list before sending.

Sender

• The majority of mass emails should come from a department or office rather than an individual.

Frequency and timing

• Minimize the number of emails sent.
• If possible, group communications from your area or align with other departments/offices to avoid duplication.
• Alternatives to email include the campus visual messaging boards, social media, the homepage calendar, The Bulletin and Campus Connect.
• Avoid Monday mornings and Friday afternoons. Expect lower open rates during the weekends, vacations and public holidays. 

Length

• Shorter emails are easier to read, especially on mobile devices. Readers are lost with each scroll. 
• Link to extra information. 

Subject line

• This often determines if a message will be opened, so catch the reader's attention with a short, engaging and direct subject line.
• The ideal length is 25-50 characters.

Message content

• Make sure the goal of your message is clearly stated at the beginning.
• Include a short, clear call to action (e.g. "register now," "apply today," "read our newsletter," etc.).
• Keep messages to the point; avoid inspirational quotes and flowery language.
• Include contact information.

Tone

• Use plain language and avoid jargon.
• Avoid all caps for accessibility purposes and to not produce an angry tone.
• Exclamation points can create a friendly or excited tone, but too many may reduce professionalism.
• Expressing gratitude is a great way to make a message feel friendly and professional.

Links

• Limit the number of hyperlinks.
• Use text that describes the link's destination rather than language like "click here."

Closing/signature

• If a message is sent by a department or office, include general contact information.
• When sent from an individual, use an email signature.

Style and formatting

• Break up long blocks of text with shorter paragraphs or numbered/bulleted lists.
• Use SUNY Cortland's official fonts when possible. Avoid fonts that are hard to read.
• Black text on a white background is easiest to read.
• Refrain from over-formatting (e.g. centering, bold, italics, various colors and sizes, etc.).
• Remember many messages will be read on mobile devices. Ensure content will be easy to read on any screen size.

Imagery

• Images can help grab attention but shouldn't distract from the message.
• Images may cause the email to load slowly, causing the recipient to abandon the message.
• The recommended maximum image size is 800px wide.

Writing style

• Review the Writing Style Guide for the correct way to list dates, times, on-campus locations, office/department names and other topics specific to SUNY Cortland.
• Carefully proofread before sending.

Accessibility

• While flyers and other graphics may be included, make sure text is also typed into the body of the message for those who use assistive technology, have a slow internet connection or whose email client blocks images.
• Non-decorate images require alt text. If an image fails to load or cannot be viewed, the alt text describes the image to the reader.
• Avoid overusing emojis and do not use emoticons.
• Maintain a high degree of color contrast (i.e. dark text on a light background).
• Replace the word "click" with other terms such as "select" or "choose."
• When possible, place information directly in the email body or link to a webpage. Many PDFs have accessibility errors, and mobile devices may not have the necessary application to view certain attachments.