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Email Best Practices

BYU Alumni staff can create and distribute emails for chapter events if requested by the chapter leaders. This means that if a chapter has an upcoming event and they want to notify their members via email, they can request the alumni staff to create the email and send it out. The staff can also help with the design and layout of the email, as well as with the content and messaging. You can request that email here: Chapter Reports

How to Send an Alumni Email

Chapter leaders can request the BYU Alumni staff to create and send emails for chapter events. The staff can assist with the design, layout, content, and messaging of the email.

Steps to Request an Email:

  1. Submit your request here: Chapter Email Request.
  2. Allow 3 business days for processing.
  3. Provide a detailed event description so the email can be accurately created.
  4. You may send up to two emails per event, initial email and one reminder.
    1. Only request reminders for large events to avoid unsubscribes.
    2. Please leave 7 days between initial emails and reminder emails to mitigate unsubscribes.
  5. If you need an Eventbrite registration page, select "yes" and complete the necessary fields. If you don't want early bird pricing, leave those fields blank.
  6. Include a contact name and email for event-related questions.

Important Notes:

How to Send a Student Email

Chapter leaders can also request emails to be sent to new and current students in their area. However, student emails are text-only (no formatting, images, or videos). Think of them as simple reminders.

Steps to Request a Student Email:

  1. Submit your request through the online form.
  2. Allow 3 business days for approval. This request goes directly to Matt Sherry (not student assistants).
  3. Provide a detailed event description so the email can be accurately created.
  4. You may send:
    • One email for a student gathering.
    • One additional email for another occasion.
  5. Student emails are most effective when sent close to the event date.
  6. Links are allowed, but no special formatting.

If you would like to create the email yourself, here are a few guidelines:

As humans, we are visual creatures with short attention spans. Furthermore, most of us receive an overwhelming amount of emails. It is key to keep emails succinct, visual, and quickly answer the question, "what's in it for me?"

Create a Solid Subject Line

  • Find and communicate the benefit
  • Keep subject lines descriptive and short
  • Include the name of the organization if applicable (i.e., 'BYU Alumni', 'BYU Management Society', etc.)

Incorporate Captivating Imagery

  • Photos and videos of past events engage
  • Great headshots of speakers are key
  • Warning: Don't send image-only emails as many users choose a text-only experience

Keep Copy Short and Sweet

  • Pay off the promise made in the subject line -- show the benefit to the reader
  • Be succinct and avoid long blocks of copy

One Call to Action

  • Except for in newsletters, keep it to one (possibly two) CTAs
  • Make CTAs clear and immediate (e.g., 'Register Now')

Timing and Frequency

  • Best send days are Wednesdays and Thursdays; Tuesdays are mediocre.
  • Space email sends apart by at least one week when possible

Email Best Practices

If you choose to create your own email, follow these guidelines:

  1. Subject Line Matters
    • Keep it short, clear, and engaging.
    • Mention BYU Alumni or your chapter name if relevant.
    • Communicate the benefit to the reader.
  2. Use Visuals Wisely
    • Images and videos help engage recipients.
    • Event photos and speaker headshots work well.
    • Avoid image-only emails, as many users disable images.
  3. Keep the Content Short & Impactful
    • Highlight key benefits in the first few lines.
    • Keep paragraphs concise and easy to read.
  4. One Clear Call to Action (CTA)
    • Focus on one primary action (e.g., "Register Now").
    • Newsletters can include one or two CTAs, but no more.
  5. Best Timing for Emails
    • Wednesdays and Thursdays are the best days to send.
    • Tuesdays are okay but not ideal.
    • Space emails at least a week apart to avoid overwhelming recipients.

Using Alumni Email Lists Wisely

Occasionally, chapters are approached by local organizations or community groups asking if BYU Alumni can help promote their events. A recent question about a local concert featuring Jenny Oaks Baker illustrates a common situation: when is it appropriate to use BYU Alumni email lists for non-BYU events?

Leadership Discretion

Ultimately, the decision rests with chapter leadership. If you feel an event would be uplifting and meaningful for your alumni, you may share it. Leaders are encouraged to prayerfully and thoughtfully weigh whether the opportunity aligns with our alumni mission.

Protecting Alumni Trust

At the same time, caution is essential. Alumni expect that when they receive an email from BYU Alumni, it will be something of real value to them. Overuse of the channel or sending too many messages that feel only loosely connected to BYU risks alumni unsubscribing. Once that happens, they no longer receive invitations to important BYU and alumni events. Protecting that trust is a responsibility we all share.

A Helpful Rule of Thumb

  • Appropriate: BYU-sponsored events, chapter activities, or outside opportunities that directly strengthen alumni connections and would clearly be seen as uplifting and relevant.
  • Use Caution: Requests from outside groups, even if faith-based or uplifting, should be carefully considered. Share only if you believe it will genuinely strengthen alumni ties and not dilute the BYU connection.

Final Thought

As chapter leaders, you are in the best position to discern what will serve your alumni well. We trust your judgment and appreciate your thoughtful approach to balancing opportunities with the responsibility to safeguard our alumni communications.