Slate Email Communication: Standards and Best Practices

Overview

Student communication is best when it is tailored to the individual. Email is best when it looks like a personal email, versus something that is coming out of a CRM. When you're using Slate, the goal is to design the message, so it feels personal, even though it's sent through an automated system. This article covers use of Slate communication templates, and other essential elements for user communications. 

Article Sections 

Use of Templates

  • Select the appropriate template. 
    • Primary Template-no header image [SUBJECT REPLACE WITH RELEVANT SUBJECT] is the main template for Slate communications. This template should be used for student success and academic advisors to communicate to students. 
    • Primary Template-with header image [SUBJECT REPLACE WITH RELEVANT SUBJECT] is the template to use for more formal Slate communications. Consult the marketing department if there is a need to swap the header image. 
    • Event Invitation Template SUBJECT GOES HERE should be used when creating events. Two options exist for the header image. 
    • Marketing Email Template with content tables SUBJECT GOES HERE should only be used for communications with full marketing input. 
  • Be sure to double check any placeholder text has been replaced in the body and the subject line [SUBJECT REPLACE WITH RELEVANT SUBJECT]. 

Reference the section, Instructions: Create an Email in Slate, below for a step by step guide. Assistance building the communication within Slate can be requested by submitting a Slate CRM Request. Please allow a minimum of 24 hours for a response. If a primary feature is broken or failing or an issue is causing difficulty completing your work, Report an Incident; If the issue is urgent or affects a deadline that cannot be missed (e.g., payroll processing or a major product launch) make sure to include this information in the Report an Incident ticket that you submit.

Use of Image Banners

You are not required to use a header/banner. Some emails are more personal and concise when the email text is the first thing that the recipient will see.  

When to use an image banner:

  • The email is part of a campaign or series. Examples: Admissions series, university updates, orientation reminders, registration campaigns, event invitations, alumni newsletters. 
  • The audience might not immediately recognize the sender. A banner with your university logo or wordmark establishes trust and credibility. Example: Messages to prospective students or external partners. 
  • The message is meant to feel polished or promotional. The banner adds a professional and engaging visual layer. Examples: Announcements, major deadlines, campus event promotions, or newsletters. 
  • You want to separate a marketing message from transactional content. A banner is not appropriate for something like, "Your password reset request". An example of an appropriate use of banners: "You're Invited to Admitted Student Day". 

For Banner creation, please submit a Marketing Design Services Request.

Avoid image banners when:

  • The email is operational, brief, or personalized. Skip the banner to keep it simple and reduce email load time. Examples Advisor reminders, appointment confirmations, one-to-one student follow-ups. 
  • The message must appear system-generated or official. Banners can reduce perceived urgency with system notifications. Examples: Financial aid updates, registration holds, or billing notices. 
  • You're sending a series of quick transactional messages. Example: "Your application is complete", "Your transcript has been received". 
  • Repetition of the same banner can cause "banner fatigue". 

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Avoid Heavy Use of Images

  • Most messages do not require images.
  • Always use alt text for accessibility.
    • To add alt text, select "Edit Message", then double tap the image. Once the image properties window opens, enter your alt text in the "Alternative Text" field and select "Save".
    • More information about accessibility can be found below. 
  • Keep vital info in the text, not embedded in images. 
  • Do not include attachments, PDFs, or use fliers as images within an email. 

Key Message Elements

Essential Elements to Include in Your Message

  • From and Reply Settings: Use a real staff member's name and email address as the sender (not "Admissions Office" or "Advising" or "noreply"). 
    • Make sure replies go to a monitored inbox so students can respond directly. 
  • Subject Line: Keep it short and conversational. For example use "Quick note about your applications" instead of "Metro State Admissions Update". The subject could also include the call to action. For example: "Schedule a meeting" or "Register for classes". 
  • If possible, personalize the message with the student's first name. Start with the student's preferred first name field: "Hi {{Person-Preferred}}," not "Dear Applicant" or "Dear Student". 
  • Signature: Include a staff member's name, title, and direct email address or department email address to allow more access and quicker response for students (e.g., gateway@metrostate.edu, career.center@metrostate.edu). 
  • Include an easy way to take action: A link to whatever next step there is to take when possible. 
  • Be sure the accessibility statement is included. It should be a part of the templates. 
  • Run your message through Copilot for editing/grammar. 

Keep it Concise

  • Aim for 150-200 words.
    • Copilot can help reduce the message to an appropriate word count. 
  • Use bullet points or short paragraphs. 
  • Utilize Copilot to check the content for spelling and grammar. 
  • Bolded headlines also help organize the email. 

Compelling Subject Line

  • The subject line should be 35-50 characters. 
  • Use personalization when appropriate/possible (e.g., "Ready to take the next step, {{Person-Preferred}}"). 
  • Use the prompt on Copilot "Give me compelling email subject lines for my email [include the email text]". 

Accessibility is Required

  • Use high color contrast.
  • Use informative and concise alt text descriptions for images, important graphics or embedded objects. For example, "Person in wheelchair on ramp" rather than "Smiling woman sitting in a green wheelchair posing on ramp". Add "Decorative" as the alt text if appropriate. Best practices for adding alternative text resources can be referenced from MNIT.  
  • Use descriptive link text. Instead of saying "click here" say "visit the admissions page" or "register for the event". 
  • Avoid flashing images.
  • Fonts should be 12pt or larger and sans serif (e.g. Montserrat, Arial, Calibri). 

Email Delivery

  • Avoid sending multiple emails in one day. Each population should only receive one scheduled email through Slate per day. 
  • Coordinate campaigns through the Slate Steering Committee and by monitoring the Slate mailings calendar. Review the calendar of outgoing communications in Slate by selecting Deliver then Calendar before determining the send date. 

Testing is Critical

  • Use the "Send Test / Ad Hoc" feature. 
  • Include yourself and key reviewers in test sends. It is strongly recommended that a minimum of tw people review test emails, especially when a communication is going out to a group of individuals. 
  • Test all links: select the hyperlinks to make sure they work. Ensure the link is going to the correct page.

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Instructions: Create an Email in Slate

Step by step instructions for creating an email in Slate. Instructions do not include how to create/add queries that determine the intended population to receive the email.

Please note: In order to gain access to the “Deliver” module, if it falls outside of your designated role, your supervisor or department manager will need to request access by submitting a Slate CRM Request.

  1. Select the Deliver Icon - the appearance is similar to a bullhorn.
  2. From the drop-down menu, select “Mailings”.
  3. In the upper left-hand corner, under Slate and Deliver, select “New Mailing”.
  4. Fill out mailing information. Choose the Template you want to use here. Unless there are very specific business reasons to do so, please do not change the settings on Opt Out or UTM Tracking and do Not select Hide from Timeline or View in Browser. If there is not a template that you'd like to use, please submit a Slate CRM Request ticket to ask for changes.
  5. On the right-hand side, select “Edit Message”.
  6. Enter email content in area where it states “TEXT GOES HERE.” There is a rich text editor for formatting your text.
  7. To insert an image, select the Image icon in the Rich Text editor.
  8. Choose to browse to an image outside of the CRM by inserting the URL path in the URL field. If inserting an image from the Slate CRM library, select “Browse Server”.
  9. To create a hyperlink from the image, select the “Link” tab and enter in the link destination.
  10. The source option allows you to edit the email through its HTML code.
  11. Click “Save” to save your email.
  12. Send a test email by selecting “Send Message”.
  13. Enter a recipient that you can easily check and select “Send”.

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