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Ensure Proper Email Branding
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2. Components of a Successful College Marketing Email
9 Critical Components for Optimized Marketing Emails
To effectively communicate with prospective students, current students, and alums, here are the critical components of a successful college email:
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Following our brand standards in email marketing is essential because it ensures consistency, professionalism, and recognition across all communications.
District Marketing, in collaboration with college marketing teams, has created many templates for your use, which can save your team time by eliminating the need for branding, design, coding, and user experience setup from scratch.
Write Meaningful Copy
The body of your email should be consistent with your institution's voice, whether formal, friendly, or academic.
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Use the Maricopa Community Colleges editorial style guide to create proper and consistent writing.
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Stick to one main topic, such as an upcoming event, application deadlines, or new program announcements.
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Example: "Join us for our Virtual Open House to learn more about our nursing program!"
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Brand Standards
Follow Brand Standards in email marketing are essential because they ensure consistency, professionalism, and recognition across all communications.
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Use Images That Resonate With Your Audience
Choose high-quality, optimized images that look great on any device. Images of campus, student life, or recent events help capture attention and create visually
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engaging emails.
Example: Use photos from recent campus activities or virtual tours to bring your email to life.
Call-to-Action (CTA):
A well-crafted Call-to-Action (CTA) is crucial in any email campaign. It eliminates confusion, providing a clear, direct path for the recipient to follow. Whether it's applying for a program, signing up for a campus tour, or registering for an event, the CTA needs to clearly define the action you want the recipient to take.
Example: "Apply Now for Fall 2024" or "Sign Up for Our Campus Tour."
Timing:
According to studies, emails sent on Tuesday at 11 AM ET have the highest response rates. For colleges, consider timing emails around essential events like admissions deadlines, enrollment periods, or mid-semester updates.
Responsiveness:
Since 55% of emails are opened on mobile devices, ensure your email is optimized for all screen sizes. This includes using mobile-friendly layouts, readable fonts, and images that scale correctly.
Example: Students often check emails on their phones, so make sure all the links and forms are easily accessible
Personalization:
Personalization goes beyond just adding a student's name to the subject line. You should tailor content based on the recipient's specific interests, program of study, or lifecycle stage in the admissions process.
Example: "Hi [First Name], are you ready for orientation next month?" or "Hey [First Name], explore financial aid options for [Program Name]."
Subject Line:
Use clear, actionable, and enticing subject lines. Ensure they align with the body of the email and are personalized when possible.
Example: "Your Next Step to Becoming a [Program Name] Student" or "Explore Scholarship Opportunities at [College Name]."
Email Preview Text:
The preview text is the snippet of text that appears next to or below the subject line in an email inbox, providing a brief summary of the content. It is the first piece of information recipients see after the subject line and plays a crucial role on the emails open rate and engagement.
Example: Subject line: "Don’t Miss This Opportunity,” the preview text could add value with something like, "Apply today for Fall 2024 programs before deadlines approach."
3. Use Email Marketing Templates
Email marketing templates are a valuable resource for colleges looking to streamline their email campaigns. These templates can save your team time by eliminating the need for custom design, coding, and user experience setup from scratch.
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💻 Watch Our Video on Emails
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