• Email Promotion Guide

    Though we have our separate groups, we’re all part of Hamline University, and having a consistent look and feel is key to our coherence as an organization.

    But creating branded emails can be a challenge. That’s why we put together this guide—it will provide you with brand basics, pointers to help you send emails people will love to receive, and a handy tool-kit with resources you can use right away.


    Before getting started, become familiar with Hamline's brand and style guides.

    Any email sent from an @hamline.edu email address to a group of people should follow our brand and style guidelines. And remember, when in doubt—ask.

    Here are a few helpful tips when it comes to branding your emails:

    1) Use the correct fonts.

    It’s best to stick with one font throughout an email. This helps readability.

    For body (non-headline) copy, keep font size and color the same throughout the email.

    Arial or Georgia, 16 pt. or 18 pt. type is ideal.

    Black or dark gray type is best. Avoid red or color type unless used in a short header, call-out text, or links.

    2) Use the right colors.

    Primary colors are Pantone 201C and Cool Gray 11. Most email platforms will allow for input of hex codes. If possible, use these values to ensure accuracy:

    Pantone: 201C     Pantone: Cool Gray 11
    Web: #9C1F2E        Web: #53565A

    Secondary colors accent and support the primary colors and, therefore, appear in smaller proportions. Cool Gray 3, Pantone 1788C, and black are our secondary colors.

    Pantone: Cool Gray 3
    Web: #C8C9C7

    Pantone: Pantone 1788C
    Web: #EE2737

    Pantone: Black
    Web: #27251F

     Email Color Examples

    3) Include an approved Hamline logo (see the “Tools” section of this page).

    Technical considerations

    A key component of a good email is making sure that it will reach inboxes and that it can be read by all people that you’re sending to without errors.

    Here are a few technical considerations to keep in mind that will help you do just that:

    1) Use simple templates. A simple 1-column email is less prone to issues when compared to emails with multiple columns and complex layouts.

    2) Limit the number of images used. The more elements in an email, the larger the email’s file size will be, which can trigger SPAM filters.

    A good rule of thumb—Images should take up no more than a third of your email’s real estate. 

    3) Ensure your images are sized properly. Most modern email platforms will help you do this, but make sure your images are no wider than 600 px. Additionally, make sure your image file size is 40 kb or less. (Remember our friend, the SPAM filter?)

    4) Subject lines should be under 70 characters, but remember that you can also use preview text. An example of this would be:
    Subject line: Can we count you in for next week?
    Preview text: We want students like you to take part in this exciting event.

    5) Buttons should be Pantone: 201C (use hex code #9C1F2E) with white button text.

    A note about email service providers:

    The marketing department does not endorse or support any particular email marketing platform.

    However, there are a number of groups on campus who use a free version of MailChimp. While we cannot provide hands-on support, we can create and share email templates in MailChimp or provide email banners and text for the emails you want to send. Submit a project request to get started.

    For any remaining questions on design and style or if you would like to have someone review your email prior to sending it, message the marketing team at mcs@hamline.edu.