Bullhorn Style Guide – News-Press & Gazette Company

Bullhorn Style Guide

Communicate to the recipient

The tone of your email should be worded as though you are talking directly to the recipient. Bullhorn is a mass-mailer, but it sends the email to each person individually. The communication should reflect that. This will help your communication be less antiseptic.

Use template variables to personalize the communication

Template variables can be used to insert recipient specific information like their first name or department name. There is a list at the bottom of this style guide with all available variables

Know your audience

Communication with end users is different than support staff. If your email is going to end users, avoid technical details. Always read your communication after you’ve written it and put yourself in the position of your intended audience. Did your communication create more questions than answers?

Provide Context

Spend no more than a paragraph providing context as to why the recipient is receiving this message. If you find yourself writing multiple paragraphs providing context, you may lose your audience. Try creating a longer document in help center and then providing that link in your email directing the recipient to follow it for more info.

Be explicit on your call to action.

If your message requires that the recipient do something, be very deliberate and let the user know what is expected of them. If your message is informational only, let them know that no action is needed on their part.

Variable	Description	Example
{{ e.first_name }}	Preferred First Name	John
{{ e.last_name }}	Preferred Last Name	Smith
{{ e.full_name }}	Preferred Full Name	John Smith
{{ e.legal_first_name }}	Legal First Name	Johnathon
{{ e.legal_last_name }}	Legal Last Name	Smith
{{ e.legal_full_name }}	Legal Full Name	Johnathon Smith
{{ e.manager.first_name }}	Manager’s First Name	Mark
{{ e.manager.last_name }}	Manager’s Last Name	Jones
{{ e.manager.full_name }}	Manager’s Full Name	Mark Jones
{{ e.department.name }}	Department Name	News
{{ e.company.name }}	Company Name	News-Press TV LLC
{{ e.work_location.name }}	Work Location Name	KNPN Office
{{ e.work_location.address1 }}	First Line Work Location Address	825 Edmond St.
{{ e.work_location.city }}	Work Location City	Saint Joseph
{{e.work_location.state }}	Work Location State	MO
{{ e.work_location.zipcode }}	Work Location Zipcode	64506
{{ e.job_title }}	Job Title	Anchor

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