You’ll want to decide on a specific audience (open rates are better for focused audiences) for your marketing email. We recommend narrowing down your audience as much as possible to keep open and click through rates high and unsubscribes low.

Request a recipient list

Fill out the request a recipient list form to request a list. The form asks you to include criteria of who you’d like to send the email to (alumni of different counties, all alumni, alumni with a certain graduation year, etc.) If you are already maintaining a list of email addresses or other contact information, please attach that list to the request form, as well. We will pull your list based on criteria, and cross-reference your list with our database to ensure every email address is run through our database for a PIDM (Personal IDentification Marker; more information about this below). Any email addresses that have a PIDM will be provided in one list. Any email addresses without a PIDM will be in another list.


PIDMs (pronounced PID-m) are 8-digit ID numbers used in our database with each individual person or organization that has had contact with UC Santa Cruz in the University Relations database, called Banner ADFS. When a new person is entered into Banner ADFS, they are assigned a PIDM. The PIDM houses most up-to-date information about constituents, including contact info, communication preferences, events registered for, donation made, etc. PIDMs are important to use when sending messages because they include communication preferences about whether or not a person or organization wants to be emailed by the university. Sending emails from a list of PIDMs ensures your email message is not being sent to individuals who have opted out of receiving emails from the university.

When to use PIDMs vs. email addresses

Sending messages on behalf of the university using only email addresses presents a major risk of contacting individuals who have opted out of receiving communication from UC Santa Cruz. This may lead to several problems including complaints, legal issues, and more.