Email Best Practices

Steps to Request an Alumni Email:

1. Submit your request here: Chapter Email Request.
2. Allow 3-5 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.
5. Only request reminders for large events to avoid unsubscribes.
6. We will not send emails closer than 7 days between initial emails and reminder emails to mitigate unsubscribes.
7. If you need an Eventbrite registration page, select "yes" and complete all the necessary fields. If you don't want early bird pricing, leave those fields blank.
8. Include a contact name and email for event-related questions.
9. Click Submit
   
   1. You'll receive an email within 1-3 days from the student assistants with the draft of the email for you to look over and approve.
10. Request any edits if needed
11. Send approval

Important Notes:

If you have trouble submitting a request or haven't received an email with the draft within 1-3 days, email alumnichaptersast@byu.edu for assistance.

Hint: If the request is not going through or the error page comes up, try submitting the form in a different browser: Google Chrome, Microsoft Edge, Firefox.

We require chapter chair approval before emails are scheduled to go out. If there is no approval response from the chapter chair after two reminders from our team, the email will not be sent.

Please read the Alumni Email Request Policy and Additional Guidelines on the Alumni Tools Chapter Email Request Page thoroughly.

Chapter leaders can also request emails to be sent to new and current students in their area.

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:
5. One email for a student gathering.
6. One additional email for another occasion.
7. Student emails are most effective when sent close to the event date.

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

It is key to keep emails succinct and visual so viewers are not overwhelmed and can clearly understand the point of the message.

• 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 (image of past events or headshots of speakers)
  
  • Warning: Don't send image-only emails as many users choose a text-only experience
• Keep Copy Short and Sweet — avoid long blocks
• Pay off the promise made in the subject line -- show the benefit to the reader
• One Call to Action (CTA)
• 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

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.

- Email requests must be submitted 3-5 days prior to the desired send date, with the understanding the draft must be approved by the Chapter Chair in a timely manner to avoid delays.

- A maximum of two emails per event is permitted.

- If multiple events are occurring within the same week, please consolidate the information into a single email. (We suggest using a newsletter-style format).

- All email drafts must be approved by the Chapter Chair prior to distribution.

- If approval has not been received after two reminder requests, the email will not be sent.

- Sending a request to alumnichaptersast@byu.edu does not constitute an official request. All email requests must be submitted through Alumnitools to ensure they are tracked and scheduled. Emails sent directly to this inbox are not guaranteed to be sent.