Body Headers & Copy

Content

• Keep emails clear, concise, and easy to read
• Use personalization and dynamic content for engagement
• Create urgency with time-sensitive language
• Include social proof (e.g., testimonials) to build trust
• Address a specific problem and provide a solution
• Maintain Utah State’s brand voice
• Prioritize information using the Inverted Pyramid (most important details first)
• Focus on one main call to action (CTA)

Style

• Use web-optimized images (max width: 700px) for fast loading
• Add descriptive alt text for accessibility and broken images
• Structure emails to guide the reader’s eye
• Inverted triangle for short notifications
• Zigzag layout for engaging visuals
• Column layout for detailed information
• Light and dark mode considerations – use native copy tools to be optimized for both

Typography & Formatting

• Font Size & Line Spacing: Ensure readability on all devices
• Default to USU’s Salesforce Marketing Cloud template’s settings:
  • Body: Arial 16px, Single line height
  • Primary Title: Arial Black 28px, Single line height
  • Secondary Title: Arial Black 22px, Single line height
  • Tertiary Title: Arial Black 20px, Single line height
• Color Choices: Maintain Utah State’s brand colors for consistency
• Alt Text: Required for all images/graphics

Graphic & Layout Guidelines

• Cropping & Framing: Keep images clean and on-brand

Body Examples

• Text Based Email: Simple and direct messaging
• Photo Based Email: Balanced visuals and text
• Graphic Based Email: Graphic-Based – Strong visual storytelling