The email quality checklist should be followed by the email author for every email before being submitted for release.

Email Name

The "Name" of an email must follow this format (see the four colored sections each separated by a single space)


    • The "Department" portion of the name allows Digital Marketing to quickly assess who is sending the email when scanning through the email drafts list, since certain departments get more quality control assistance.
      • AA: Academic Affairs (
      • AAAD: African, African-American and Diaspora Studies Center (
      • ABP: Alternative Break Program (
      • ARB: Arboretum (
      • BIGIDEAS: Big Ideas (
      • CAL: College of Arts and Letters (
      • CE: Civic Engagement (
      • CEVC: Community Engagement & Volunteer Center (
      • CFR: Corporate and Foundation Relations (
      • CGE: Center for Global Engagement (
      • CHBS: College of Health and Behavioral Studies (
      • CHC: Campus History Committee (
      • CISE: College of Integrated Science and Engineering (
      • CISR: Center for International Stabilization and Recovery (
      • CMP: Campaign (
      • CoB: College of Business (
      • COE: College of Education (
      • CSM: College of Science & Mathematics (
      • CVPA: College of Arts and Visual Performance (
      • DEI: Division of Diversity, Equity and Inclusion (
      • DR: Donor Relations (
      • ERA: Ethical Reasoning in Action (
      • FA: Financial Aid (
      • FDTN: Foundation (
      • FE: Family Engagement (
      • FF: Furious Flower Poetry Center (
      • GCFE: Gilliam Center for Entrepreneurship (
      • GPSYC: Department of Graduate Psychology (
      • HART: Hart School of Hospitality, Sport and Recreation Management (
      • HC: Honors College (;
      • IIHHS: Institute for Innovation in Health and Human Services (
      • ISNW: Institute for Stewardship of the Natural World (
      • IT: Information Technology (
      • LIB: Libraries (
      • MBC: Morrison Bruce Center (
      • MM: Madison Magazine (
      • MSAT: Masters in Athletic Training (
      • MT: Madison Trust (
      • OAG: Office of Annual Giving (;;
      • OPDE: Office of Professional Development and Engagement (COB) (
      • OPG: Office of Planned Giving (
      • PCE: Professional and Continuing Education (
      • PHIL: Philosophy and Religion (
      • POLSCI: Political Science (
      • PRES: President (
      • PSYC: Department of Psychology (
      • REDI: Research, Economic Development and Innovation (
      • SA: Student Affairs (
      • SADAH: School of Art, Design, and Art History (
      • SCOM: School of Communication Studies (
      • SG: Strategic Gifts (
      • SGR: State Government Relations (
      • SMAD: School of Media Arts and Design (
      • SOM: School of Music (
      • SPE: Strategic Planning & Engagement (
      • SSLS: School of Strategic Leadership Studies (
      • TEST: Test (
      • TGS: The Graduate School (
      • UA: University Advancement (
      • UCOMM: University Communications (
      • UE: University Events (
      • UMB: University Marketing & Branding (
      • UREC: University Recreation (
      • VS: Valley Scholars (
      • W4M: Women for Madison (;
      • Xlabs: X-Labs (

    • The "Campaign-Name" portion of the name helps us distinguish emails from one another if other fields are similar. It needs to be without spaces. Please use dashes when separating words.  Here are some examples of valid campaign names:
      • Madison-Update
      • COB-Newsletter-Spring-2020

    • The "Audience" portion of the name helps us schedule emails appropriately so that a single audience does not get bombarded by emails on a single day or hour. Valid audiences are:
      • Alumni: Alumni (general)
      • Corp: Corporate contacts for Corporate Relations
      • Donors: Donors
      • Faculty: Faculty/Staff
      • Friends: Friends of JMU
      • FS: Faculty/Staff, Students
      • FP: Faculty/Staff, Parents
      • FSP: Faculty/Staff, Students, Parents
      • Lapsed: Lapsed givers
      • LYBUNT: Gave last year but unfortunately not this year
      • Never: Never-givers
      • Non-Donors: not current fiscal year donors. That would include nevers, lapsed, SYBUNT1-4, and lybunts
      • OA: "Older Alumni": Alumni who have graduated more than 10 years ago
      • Parents: Parents of current students
      • SP: Students, Parents
      • Students: Current students
      • SYBUNT: Gave some year but unfortunately not this year.
      • TBD: To Be Discussed
      • YA: "Younger Alumni": Alumni graduated in the last 10 years
      • MIX: Any mix of the above

    • The "Date-Identifier" helps us to quickly determine roughly when the email was created, so we can quickly scan through lists of emails to determine which emails are old and possible to delete from drafts. It needs to be a date without spaces, however if more than one email is sent for the same campaign on the same date to the same audience, just add a numerical suffix to the end of the "Campaign" section to distinguish it from the other sends. For example (note the bolded parts):
      • MT: Request-for-submittions-send1 Donors 2015-03-05
      • MT: Request-for-submittions-send2 Donors 2015-03-05

  • Here are examples of valid email names (note the spaces between the different colored sections):
    • MT: MadisonTrust2019 Donors 2015-02-05
    • UA: SocialToaster YA 2015-01-21
    • OAG: EOY_giving-send2 MIX 2015-12-28

Other Email Details

  • SUBJECT LINE: Is the subject line effective? See:
  • PREHEADER: Is the preheader effective?
  • CATEGORY: Is it being sent under the correct category? ("General Information" is NEVER the correct category)

  • FROM FIELD: Make sure the "from" field has a "" address. If it’s not, it will be considered spam by some major email providers.

  • "REPLY TO" FIELD: Is this a real email and not ""?

  • SENDER IDENTITY: Is the sender identity accurately prepopulating the footer in the preview?

Style, recipients, links, etc.

  • Did the email start from an iModules template?
  • Does the email use only the official JMU colors?
  • Do all the hyperlinks work?
  • Is the "##Webview##" token there?
  • Is the "##Unsubscribe##" token there?
  • Images
    • Do all images have alt text and long descriptions?
    • Are all images saved at 72ppi?
  • Is the header text and logo approrpriate for the sender?
    • If the email is from the President, it should use the university seal. All other emails should use the block JMU logo.
    • The text below the logo should identify the sender or sending department.
  • Are all fonts Arial?
  • View the email in a browser and resize your window to be as small as a mobile browser. Does the interface respond and is it still readable?
  • Does your email contain tokens such as ##First Name##? If so, are you 100% sure that every recipient has a valid value for that token? Really? Didn't think so. Don't use tokens then :) - If you MUST use tokens, then it will require a data audit for every record in the send.  This process would include Barry King, and the work would have to be scheduled and prioritized appropriately.
    • If tokens are being used, a real send must be sent to a few accounts to make sure the tokens resolve correctly.  It is not enough to send a "Preview."  After it has been validated that the tokens work, a new release with the actual list of recipients can be scheduled.
  • If there is an event link or give link (answers to all should be "yes"):
    • Does the form have identity checkpoint turned on?
    • Is "pre-populate" checked?
    • Was the link generated using the hyperlink builder?
  • Are there any hyperlinks that are non-jmu urls? If so, hide them behind hyperlinked text. It's ok to show urls though, as long as they're not really long and ugly.
  • If there is one or more links to give, did you check that every appeal code is correct in all links with appealcodes?
  • Does the notification email go to the appropriate email address?


  • If you used a csv recipient list:
    • Does the first column header EXACTLY say "Preferred email" (without quotes)
    • Does the second column header EXACTLY say "First Name" (without quotes, regardless of having them in the list or not)
    • Does the third column header EXACTLY say "Last Name" (without quotes regardless of having them in the list or not) 
    • Does the first column have emails?
    • Does the second column have first names (if there are any)?
    • Does the third column have last names (if there are any)?
    • Are you sure the recipient list contains the actual people that need to receive the email?
    • Did you upload the recipient list?

  • Have appropriate audience managers been notified and/or looped in for approval? Use the tables below to determine if your email needs approval and who the audience managers are.
    • Voice of the institution emails are directed by the President and/or Senior Leadership.
    • Intra-audience emails are sent by the audience-manager to the audience they manage.
    • Extro-audience emails are sent to an audience that the sender does not manage.

Type of email

Notify audience manager?

Get audience manager approval?

Voice of the institution

YES (notify EVERY audience manager below, for every audience, regardless of the audience(s) being sent to)






YES (notify only the audience managers corresponding to the audience(s) being sent to)






Donors (any solicitation)


If using a "Z" list, check if it is more than a week old.
If so, get the updated list from

  •  Preview:
    • Have you sent a preview of your email to your stakeholders for approval?
    • Did you check the preview on both desktop and mobile devices?

  • Release request:

If you have any questions about the checklist or process, please contact the Digital Marketing Team.

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