Email Marketing Best Practices

The initial impression your recipient gets from your email is crucial. It determines whether they find it engaging enough to read further, delete it immediately, or even unsubscribe.
Creating the perfect email starts with making a personal connection right from the start, so use the data you have (first name, location, school name, relevant stats, etc.) to immediately grab your recipient’s attention. Be sure to keep the subject line concise, ideally under 70 characters, to ensure it’s fully visible on mobile devices and doesn’t get cut off.

Example: Apply to Spark University Today! —> Jane, Apply to Spark U’s Marketing Program Today!

The preview text should complement the subject line, offering additional value without being redundant. For example, if your subject line reads, “Jane, Apply to Spark U’s Marketing Program Today!” an effective preview text might be, “Our alumni help marketing students secure internships and real-world experiences.” This approach ensures the preview text provides new, enticing information that enhances the subject line, giving the recipient a compelling reason to open the email.

By strategically using the preview text to highlight unique benefits or important details, you can significantly improve open rates and engagement with your email content.

Incorporating dynamic content into your emails can significantly enhance personalization and engagement. By tailoring emails to include details such as the recipient’s preferred major, proximity to campus (local vs. non-local), or student status (prospect, applicant, admit, etc.), you create a more individualized and relevant experience for each student.

Let’s face it: each student is unique. Sending the same email to a large group won’t be as effective as sending a message that incorporates a few personalized touches.

Here are a few tips for creating more personalized emails:

• Use Dynamic Content: Make your emails feel personal by including specific information like the recipient’s preferences. Example: Marketing Major.
• Clear Call-to-Action (CTA): Ensure that your CTA is prominent and easy to follow throughout the entire email, including in the P.S. line. A clear CTA guides the recipient on the next steps and encourages them to take action.
• Utilize Bullets or Numbers: When presenting information, using bullets or numbers makes the content easier to read and digest. This format helps break down complex information into manageable pieces, making your email more reader-friendly.

Interesting Fact: Gen Z has an 8-second attention span for reading, so make sure those 8 seconds are impactful!

To maximize the effectiveness of your emails, it’s essential to strategically place and design your call-to-action (CTA) buttons. Here are some best practices that we follow:

• Position CTA Button Above the Fold: Place the primary CTA button near the top of the email, ensuring it is visible without scrolling on mobile devices. This increases the likelihood of engagement.
• Use Double CTA Buttons When Appropriate: This not only increases the chances of students clicking on your email, but also provides them with options. For example, you could include both “Learn More” and “Schedule Your Visit” buttons.
• Incorporate UTM Tracking Links: Always include UTM parameters in your links to track the effectiveness of your email campaigns and understand user behavior.
• Craft Clear & Urgent Button Copy: For single CTA emails, use concise and compelling language on your buttons (e.g., “Apply Today” instead of “Click Here to Apply”) to create a sense of urgency and drive action.

CTA buttons are crucial and should always be included. They are often the first elements that catch the reader’s attention, so it’s important to make a strong and meaningful first impression.

To create a more personal and trustworthy connection with recipients, it’s best for emails to come from a real person or department. For example, an email could be signed by John Doe, Executive Director, Office of University Admissions. This approach adds credibility and a human touch to your communications. It’s also important to keep this information updated across all emails, as titles and personnel can change, to help ensure messages remain accurate and relevant. With the rise of phishing emails, maintaining the trust of our audience is essential!

Perfecting your email templates is also an essential step! There’s nothing worse than sending out a message with broken links, social media icons that don’t lead to the correct pages (this is especially important), or header images that don’t align with the email’s content. When creating your email template, be sure to keep the following points in mind.

• Include Links in All Images: Always ensure that all images in your email, especially header images, are linked. This can significantly boost your click-through-rate (CTR) by giving your recipient more chances to click.
• Optimize CTA Buttons: When designing call-to-action (CTA) buttons, make sure they include a link and are going to the correct page! If not, this might throw off the point of the email.
• Highlight Clickable Links: Make sure all clickable links stand out by using bold formatting, a different color, or underlining them. This helps to draw attention and encourage clicks.
• Personalization Is Key: Take advantage of personalization tokens such as First Name, Parent Name, Major, City, etc. Personalizing your emails can increase engagement and make your communications feel more relevant to the recipient.
• Verify Social Icons & Footer Links: Ensure all social icons and links in the footer of your email are correct and lead to the intended destinations. This not only provides additional engagement opportunities but also builds trust with your audience.
• Testing Your Template on Mobile and Desktop: Make sure your email template displays well on both mobile and desktop devices by checking its layout, images, and functionality across various screen sizes. Since many students frequently use their phones, this step is essential. Pro tip: Don’t forget to test your email in dark mode, as this feature is increasingly popular.

With thousands of colleges and universities sending billions of emails daily, it’s crucial that your emails not only stand out in the inbox but also keep the reader engaged once opened. Need a hand getting started? Reach out to learn more about how Spark451’s expert team can help support your email needs.