Brand

• Students trust NC State branded emails as official and accurate sources of information from the university – this includes emails from NC State email addresses.
• Your email content should be written to follow the NC State brand. The Writing for NC State page on the brand website provides writing guidelines on editorial style, respecting your audience, using the Think and Do mantra, and voice and tone.
• Use a generic department email address for large groups, messages that require action, e-newsletters and recurring messages.
• Use personal NC State email addresses for one-on-one emails or emails to small groups that know you by name.
• Emails should follow accessibility guidelines.
• For branded, formatted emails and e-newsletters, use the Email Builder then copy the formatted email into Gmail or Emma.

Content

• Recipients scan emails quickly, often reading only the first few lines. Lead with your most important information and calls to action to maximize visibility, and use a logical flow to guide readers toward the action you want them to take.
• Shorter emails render consistently across devices and have higher read-through and engagement rates from readers, especially on mobile devices. Keep email content concise by using links to direct readers to your website for more detailed information.
• Students use email as a first source for finding information and a repository of information, but less as a two-way communication tool. Email is best for simple universal, one-way information, including what, where and when, and calls to action. Students sort, filter and star emails, searching their inboxes to refer back to important information. 
• Keep language in emails easy to understand and direct. Ensure your emails include relevant keywords that students are likely to search to find the information in their inbox in the future. Avoid acronyms on the first reference and jargon.
  • Example – write out “Academic Success Center (ASC)” on the first reference, then use ASC on future references.
• Add clarity and call attention with a bulleted list, bolded deadline, call to action button and short paragraphs.
• Include contact information especially when presenting complex information likely to raise individual questions that cannot be answered by the email or your website.
• Subject lines should briefly convey the email’s purpose by expressing (8 words or less) when action is needed and/or important keywords and information. Use emojis sparingly and only at the end of the subject line for accessibility.
  • Example – Action Required by Sept. 14: New Student Modules
  • Example – Due Next Week: Immunization Requirements for Fall 2026
  • Example – The University Housing application is now open!
  • Example – Live and learn in community at NC State 🤝
  • Example – Celebrate LGBTQ History Month this October

Review

• Keep your email audience(s) up-to-date.
• For mass emails, ensure someone who didn’t write the message reviews it.
• Run through the Communications Checklist.

Additional Best Practices

• Be conscious of overcommunicating with students and ensure your message is tailored to your audience. Collaborate with others in the division to avoid redundancy and reduce the number of messages sent. University Communications manages a campus newsletter database. 
• Be mindful of sending repetitive messages. Reminder emails may be appropriate when action is required, for example in relation to students’ academic standing.
• Avoid sending frequent or repeated messages. Follow-up messages or reminders should seek other communication channels, with the exception of emergency communications.