Email Outreach

• DPAE Communications uses Slate as its platform for all alumni and donor/friend email communication from all areas across the university system. DPAE Communications team manages this platform and university partners outside of DPAE will not require training or access. 
• Email addresses cannot be provided for direct communication from the college/area/individual alumni or for importing into external systems (i.e. MailChimp, Qualtrics, Constant Contact, etc.). 
• Colleges can submit their news stories throughout the month to be featured in curated alumni and outreach communications. These stories will be shared via email to constituents in a segmented, customized way based on each unique constituent’s record.
• One-off, timely messages and event invites are handled on an as-needed basis.
• Consider your timeline (see FAQs below for more details). 
• Email reports (open rates, click through rates, bounces and unsubscribes) are available upon request three days after distribution. For solicitation efforts, fundraising results will also be provided. If further data or analytics are needed, please contact your DPAE project manager to schedule time with our digital team. 
• DPAE Communications uses a standard template for most email messages, and all messages must meet university guidelines for brand, voice and style. 
• DPAE Communications has final approval of content and graphics to ensure style consistencies are met.

• All alumni lists must be managed by DPAE. Colleges should not generate, keep or maintain outside lists of alumni and donors for their own communication purposes.  Do not maintain shadow databases as these could violate the CAN-SPAM Act.
• Marketing messages that do not align with broader goals of alumni messaging, increase likelihood of unsubscribes or risk noncompliance with spam messaging laws (CANSPAM). 
• Alumni/donor communications are solely for the benefit of Kent State University. Marketing of third-party entities is prohibited.  

Why can't I keep my own list and send my own emails?
DPAE is responsible for maintaining updated alumni and donor data to ensure that it is  accurate. Also, DPAE keeps track of opt-outs and exclusions to avoid legal issues related to sending unwanted messages.

What is the Click Rate vs. Open Rate?
Open rates are no longer a reliable metric when measuring the success of an email. Clicks and click-through rates (CTR) are much more accurate and provide greater insight into your message’s performance. 

What are the different types of communications I can send?
There are three distinct categories of communications:

• Engagement: messages sent with the intent to increase alumni interest in Kent State. These messages can include event invites, newsletters, surveys, letters from the dean, etc. 

• Fundraising Appeals: messages that include a donation or paid event request.  

• Marketing: messages sent with the intent to cause a paid action that is not philanthropic, such as promotion of a specific program, service or product, is not allowed. The content must be informational.

What is the timeline to send an email?
All alumni and donor outreach is tracked on a comprehensive communications calendar. Your DPAE project manager will work with you to find the best date and time for your email based on your goal and audience.  

In order to ensure quality and accuracy, a timeline has been created for emails.

Slate Email Timeline 

What is the process to approve an email to be sent?
A test of every email communication is provided to client areas for review/approval. Deans/VPs or their designee should provide initial approval of test emails. 

DPAE Communications provides final approval on content and timing for all email communications.

Can I send an email to another area's alumni/donors?
If a college wishes to send to an audience beyond their own alumni, approval must be sought from the college marketing administrator of the desired audience and DPAE Communications.  

Can I send an email to an external list?
DPAE Communications can include email lists from external email systems or listservs.  Lists must be provided in .csv format and include at minimum: first name, last name and email address. 

These lists can be loaded into the Slate platform as long they have a pre-existing relationship with Kent State or your unit on campus.  

Lists of external contacts with no pre-existing relationship with the university may be sent an opt-in message on your behalf. Please contact your DPAE Communications project manager to discuss this in detail.  

Are there segmentation options?
The primary approach for segmentation is known as special population groups, or SPGs, which are interest areas for alumni, donors and friends based on behavioral indicators shown by those individuals.

DPAE can segment on many other criteria beyond the SPGs, including geographic region, radial distance, major codes, etc. 

Contact your area’s project manager for guidance on email outreach. If you don’t know who your project manager is, please consult your college or area’s marketing team. 

You may also contact Senior Associate Vice President and COO Leigh Greenfelder at 330-672-7108 or lgreenfe@kent.edu.