One of the new features schools will notice in Messages is the email types “Operational” and “Marketing.” These two different email types have very different purposes.
Operational emails are “required to fulfill a contract” and will ignore global unsubscribes, and will also not contain an unsubscribe link. Critical emails that all parents MUST see would qualify as “operational,” such as a deadline for re-enrollment or a school closing. Since Operational messages will ignore unsubscribe requests and send a message to everyone on the list, they messages should only include information that is necessary for recipients to interact with the school (such as information about weather delays, critical announcements, etc.). Sending non-essential information as an Operational message (that is, ignoring users’ contact request settings for non-critical purposes) may open your school up to legal liability.
Marketing emails will likely make up the bulk of what is being sent. These are your day-to-day emails that you allow people to subscribe and unsubscribe from as they see fit. For example, newsletters -- while they main contain very important information -- or fundraising pleas are considered “marketing” emails, and schools MUST legally respect users’ rights not to receive such email should they so choose.