Email Resources

Here, you’ll find guidelines on maintaining East Carolina University’s brand standards, ensuring accessibility in line with the Americans with Disabilities Act (ADA), and best practices for crafting compelling email content.

Upholding ECU’s Brand Standards in Email Marketing

To assist you in adhering to East Carolina University’s brand standards within your emails, we’ve compiled the following guidelines.

Email Typography

Our specific brand fonts are not always compatible with various email clients. As a result, we’ve identified web safe alternatives to ensure consistency and readability.

The fonts we recommend are Georgia and Arial.

Web safe fonts are those that come pre-installed on a wide range of operating systems. While not every system carries the exact same fonts, Georgia and Arial are universally available, ensuring your emails maintain their intended appearance, regardless of the recipient’s device or email client.

Color Palette

East Carolina University’s visual identity is deeply connected to our specific color palette. To ensure accurate representation of our brand within your emails, please adhere to the following hex codes:

• Purple: #592A8A
• Dark Purple: #41215E
• Gold: #FEC923
• Dark Magenta: #77216F
• Grey: #6C6D68

By following these guidelines, you’ll be able to create emails that not only engage your audience but also reinforce East Carolina University’s identity and values.

Check out our Brand Guidelines page for more information

ADA Requirements

Ensuring Accessibility: ADA Guidelines for Email Marketing

In our commitment to inclusivity, it’s paramount that our email communications are accessible to all recipients, including those with disabilities. To accomplish this, we strictly adhere to the guidelines established by the Americans with Disabilities Act (ADA). Here are some crucial elements to consider:

Alt Text for Images

The inclusion of alt text for images is a critical aspect of accessibility. If an image contains text, this text should be reflected in the alt text. Similarly, if an image serves as a hyperlink, the alt text should indicate the destination of the link. It’s essential to remember that alt text should never be omitted, as it conveys crucial information for those using screen readers.

List Formatting

When crafting lists, it’s recommended to utilize the list formatting options provided, rather than manually inputting bullet points or numbers. This practice enhances the accessibility of the list for screen readers, ensuring that all users can effectively engage with your content.

Content Best Practices

Linking Images

Images can serve as powerful gateways to additional information. Whenever feasible, link your images to your website or a relevant external site. This not only enhances user engagement but also provides an easy pathway for recipients to delve deeper.

Remember, for ADA compliance, all images that are linked should include alt text that describes the destination of the link.

Balancing Text and Visuals

In the world of email marketing, striking a balance between text and images is crucial to avoid landing in spam filters. A recommended practice is to maintain a 50/50 ratio of text to images. This balance ensures your email is visually engaging without compromising deliverability.

Image Sizing Considerations

To ensure optimal display across all devices, images in emails should not exceed 650px in width. If you lack access to professional photo editing software like Photoshop, don’t worry.

Online tools like Pixlr and Canva offer easy-to-use interfaces for resizing your images, ensuring they look great without slowing down load times.

Writing Effective Email Campaigns

Crafting effective email campaigns requires clarity, engagement, and a strong call to action. Focus on concise subject lines, personalized content, and ensuring your emails provide value to the recipient. Use engaging headlines and actionable language that aligns with the purpose of your email. For a detailed guide on creating impactful email campaigns, visit our Effective Email Campaigns page.

Testing Emails in Dark Mode

Email clients like Outlook apply unique color adjustments in dark mode that can alter the appearance of your emails. Since our current system cannot test all variations, the most effective approach is to send yourself a test email and review it in dark mode.

You can find detailed instructions on enabling dark mode in Outlook on the Dark Mode in Outlook support page. This step ensures your email content remains readable and visually aligned with accessibility standards.