Email

Apply alternative (alt) text to all images — photos, graphic, icons and logos — so content is accessible to screen readers and remains usable if images do not load. 

• Describe what is shown in 125 characters or fewer
• Do not use phrases such as “image of…” or  “picture of ... ."

Adding Alt Text in Alumni Q

1. Open the email builder and select the image you want to add alt text to.
2. The right-side panel will appear.
3. Under the Content tab, add the image URL (if applicable) and enter the alt text.

Adding Alt Text in Marketing Cloud

1. In Email Studio, open your email and select the image you want to add alt text to.
2. The left-side panel will appear.
3. Under the Content tab, add the image URL (if applicable) and enter the alt text.

Color choices must support readability for all users. Poor contrast can make content difficult or impossible to read. 

• Maintain sufficient contrast between text and background colors.
• Do not rely on color alone to convey meaning.
• Use approved UMD brand color combinations that meet accessibility standards.
• Allow sufficient white space around text blocks and visual elements.

Typography plays a critical role in readability and comprehension. Clear, consistent text ensures content is legible across devices and assistive technologies. 

Use simple, UMD-approved, web-safe fonts.

• Body text should be at least 16px, footer text at least 14px and headings should be larger than either (see the Design section above for guidance on heading sizes).
• Avoid excessive use of all caps, italics or decorative fonts.
• Use bold text sparingly for emphasis on clarity.

A clear structure helps users quickly understand and navigate email content. It also ensures compatibility with screen readers, which rely on logical content order.

• Use headings and subheadings in sequential order (H1, H2, H3, etc.).
• When using a drag-and-drop email editor such as AlumnIQ or Marketing Cloud, apply heading styles rather than simply increasing font size or bolding text. This ensures proper semantic structure for accessibility tools.
• Break content into short paragraphs or bulleted lists.
• Keep layouts simple and predictable.
• Place key information near the top of the email.

For HTML-coded emails:

• Use proper semantic HTML elements such as <h1>, <h2>, <p> and <ul>/<ol> to establish a logical content hierarchy.
• Avoid using tables for layout. If tables are necessary, assign role="presentation" so they are ignored by screen readers.
• Define the document language using the (lang) attribute.

• Use UMD red or black underlined hyperlinks consistently throughout the email.
• Bold links when possible for added visibility.
• Describe the content or action behind the link. Example: Watch the 2023 Graduate Commencement Ceremony
• Do not use “click here” or “view here.”
• Avoid hyperlinking just one word.

Use buttons to highlight a primary call to action (CTA) and guide users toward the most important next step.

• Use sparingly.
• Have a clear CTA. (What do you want readers to do?)
• Be concise (up to four words) and descriptive.
• Start with a verb (register, buy, download, etc.).
• Determine the best color, font and background combination that meets accessibility requirements.
• For a mobile-friendly design, use CTA buttons with a minimum width of 44 pixels and height of 44 pixels.

All emails must include a plain text version to ensure content is accessible across all email clients and assistive technologies.

• Preserve the order and meaning of the HTML content.
• Include full URLs in brackets after links. Example: [https://brand.umd.edu/email-essentials]
• Avoid unnecessary symbols or formatting.

Adding Plain Text in AlumnIQ:

1. Open the email builder and scroll to the Plain Text Body section (typically located in the middle of the page).
2. Once your email is finalized, enter the plain text version.
3. Format it properly, including adding links in brackets and removing unnecessary spacing or formatting.
4. Save your changes.

Adding Plain Text in Marketing Cloud:

1. In Email Studio, click the Content tab, then select the Plain Text tab located under the Subject and Preheader fields.
2. Enter and format your plain text version, including adding links in brackets and removing unnecessary spacing and formatting.
3. Keep the personalization strings at the bottom of the email (Ex., %%Member_Busname%%, %%Member_Addr%%, %%Member_City%%), as they are unique to each subscriber.
4. Save your changes.

Attachments and linked documents must be accessible to all users. Consider web-based alternatives when possible; PDFs should be used only when necessary. 

Learn how to create accessible documents and PDFs. 

To ensure brand consistency and uphold the university's brand identity, the Office of Marketing and Communications (OMC) has established an email template approval process for all new templates used in Salesforce Marketing Cloud (SMC). This workflow also ensures that email templates meet best practices and accessibility standards, contributing to effective and credible email communications.

1. Template Review and Approval: OMC will review and approve all email templates before they are imported into Marketing Cloud and made available to business units.
2. Ongoing Template Audits: Any new templates created after the initial audit will also need to be reviewed and approved by OMC.
3. Email Send Approvals: For newly onboarded business units, OMC will review and approve the first three email sends to ensure adherence to email best practices. This will be managed through Marketing Cloud's approval workflow, which prevents emails from being sent until they receive OMC approval.

To ensure effective communication and reduce email fatigue, campus partners using SMC should implement a clear and organized subscription category strategy. This approach allows recipients to customize the information they receive, ensuring that communications are relevant and aligned with their interests.

All emails containing marketing content are considered commercial emails, and subscribers must have the option to opt out of the list used to send the email. This includes newsletters, event invitations and promotional offers.

1. Subscription Category Audit: An audit of subscription categories will be conducted during the onboarding process to streamline options.
2. Unsubscribe Options: All email templates must include at least one of the following unsubscribe options:
   1. One-Click Unsubscribe: Allows recipients to opt out of the specific publication list used for that email with a single click.
   2. Email Preference Center: Enables recipients to manage all of their UMD email subscriptions and choose their communication preferences.

This approach will help maintain an organized subscription system and enhance the recipient's experience.

The Office of Marketing and Communications manages a centralized email calendar for all alum and donor email communications. This workflow applies to alum or donor audiences of 1,000 or more recipients. It helps reduce redundant messaging, minimize unsubscribes, efficiently coordinate critical communications and promote collaboration.

1. Ten days before your desired send date, complete the email request form and select “secure email send date and time.”
2. Three business days before your assigned send date, complete the email request form and select “check and release email.”
   1. Follow this naming convention to allow OMC to easily identify emails targeting alums and donors: Business Unit - Email Name (Audience) - Email Send Date