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Guidelines for Sending Bulk Email |
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Sending email to many people is an attractive way of communicating with many people at little cost compared with more traditional means of communication. However, email is not free and there are many potential problems associated with sending bulk email. These guidelines explain how to avoid problems and make effective use of bulk email.
If email is sent to in such way that it is perceived as unsolicited bulk email, the University is at serious risk of being blacklisted. This would be damaging as it would prevent email from being sent to many sites and all email from the University being treated as junk from others until the matter was resolved with the listing services concerned. Such resolution is time consuming and therefore costly. If material is sent out illegally, the University could face legal action. |
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Regulations and Good Practice for Bulk Mailing |
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Good Practice |
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Bulk email sent for anything other than official University purposes or to non-university members should only be sent to those who have opted to receive it. The primary concern of IS is to avoid the University being perceived as sending spam (unsolicited bulk email). If the University is seen to be sending spam, our mail hubs will be listed by various blacklisting services and we will be blocked from sending further emails by organisations which use them. This will mean that the University as a whole will be barred from sending any email to organisations or ISPs who use such listing services. Some of the listing services are very widely used so the consequences for the University would be serious.
The list of addresses used should be a genuine opt-in and not an opt-out (sometimes opt-out is called a soft opt-in). If opt-in is via a web site in which the user has not given a username and password, a message should be sent to the address being added to the list requiring confirmation. This requires no effort as it can be achieved automatically using the "open+confirm" majordomo option. |
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Mail addresses purchased or obtained from third parties should never be used for marketing purposes as it is not possible to determine whether consent has been obtained; many lists are on sale and are often inaccurately described in this respect.
The sender address should be a genuine one, capable of receiving replies. These replies should be processed. In any large list, some will be "bounces" because addresses have become invalid; it is important that these are removed before subsequent email is sent. Use of invalid addresses at remote sites within bulk emailings is a common cause of blacklisting as this is used as a measeure of whether email is likely to be solicited or not. Other replies are likely to include queries about the content or requests for removal from the list for future mailings. These must be dealt with. |
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Content of Bulk Email |
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General |
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| The content of a message plays a big part in whether the message is read or even reaches its destination. |
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Care should be taken to avoid phrases common in spam (unsolicited bulk email) particularly as subjects or featuring prominently in the email. For example "Free Prize Draw", "Special Offer" , "One time mailing". Such phrasing will increase the likelyhood that the recipient will throw the message away or thet the message will be detected as spam and treated as such automatically.
Any bulk email should be short and, unless there are particular needs or unusual circumstances, free from formatting (ie sent as plain text). Any detailed or graphical information should be provided on the web. A link to this information can then be included in the email. See the formatting section for further details of formatting recommendations. |
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copyright |
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| Emailing is a form of publishing. Care should therefore be taken not to email copyright material without permision of the copyright owner. This includes most web pages even if they are publicly available, as most are copyright with conditions attached to their use. Links to other people's web pages are generally acceptable, although some sites prohibit "deep linking" which are links directly to pages other than the home page. Whilst there is some debate about the validity of such restrictions, conflict with copyright owners can be costly and must be avoided. |
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Formatting |
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| As has been mentioned in the content section, plain text is preferable for bulk email and is recommended. However, there may be limited circumstances in which inclusion of formatted messages or attachments may be considered, particularly if the recipients are expecting it. Even in these cases, there are considerations to bear in mind. |
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Size Considerations |
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Any formatting will increase the size of a message compared with a plain text equivalent, typically by a factor of at least 10 in html and 100 or more if sent as a word document. Pictures and other graphic objects add enormously to the size. Bear in mind that the mail message will be larger than its component parts as messages are encoded.
There are two main reasons why large messages are undesirable in bulk email. Firstly, they increase load on the network and servers, wasting resources. Even in servers which store such messages as a single message, if the message is saved as a word file, for example, multiple copies will impact on disk space.
Secondly, user target mailboxes tend to be small particularly on commercial servers. Many are only a few megabytes and these can fill up quite quickly. If users lose other email because their mailbox has been filled up by your large marketing email, it is likely to antagonise them negating any positive impact of the message.
Thirdly, some people still use outdated technology, such as dial-up modems, rather than broadband. This is likely to be the case for some time even in the UK and longer in other countries. Large messages take longer to download so are more likely to be discarded than read. |
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