Communications Standards Updates: Email Marketing

Welcome to Comms Standards Updates! Notifications of changes made to the U.S. Department of Energy (DOE) Office of Energy Efficiency and Renewable Energy’s (EERE’s) communications standards will be posted regularly, highlighting the latest updates to the Communications Standards and Guidelines website and important pages to know.

Today, we’re taking a look at the updated Emails and Newsletters section. EERE has its own specific requirements and best practices for developing and delivering communications sent via electronic distribution lists, including newsletters and email blasts.

GovDelivery is DOE’s preferred email management tool. It is centrally funded and supported; offices can use it at no charge. GovDelivery allows for sending emails across one or more topics (distribution lists within GovDelivery’s system).

Other third-party email management tools may be used only if they follow DOE cybersecurity guidelines and other requirements. Microsoft Outlook is not recommended for sending emails to distribution lists.

Follow these best practices for creating distribution lists and promoting your newsletters. You should:

• Create subscription links for inclusion in content, including cross-promotion in other newsletters if appropriate.
• Use the Energy.gov content management system’s built-in email subscription blocks on relevant pages to help users easily subscribe to your newsletters.
• Not manually add subscribers to a distribution list or change the list’s purpose without their approval; all distribution lists must have subscribers personally opt in.
• Not use GovDelivery distribution lists in other email clients or for other purposes other than the intended GovDelivery topic.
• Consider promoting your newsletter at relevant events, by sharing a link in webinar chats and a QR code at exhibits.
• Not use social media to recruit subscribers; EERE analytics have shown that social media posts asking people to subscribe to your newsletter perform poorly.
• Follow digital guidance on Section 508 compliance, along with all other GovDelivery requirements and best practices.

Questions?

For questions about GovDelivery's capabilities, email topics and templates, or access to GovDelivery, contact the EERE GovDelivery Team.

If you have any questions or suggestions related to communications standards, please email the EERE Comms Standards Team.

Up Next

Our next Communications Standards and Guidelines highlight will look at web maintenance requirements. 

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