Email Marketing Best Practices

The following is excerpted from a blog by Spark451, a Jenzabar Company.

In today’s digital landscape, email remains a cornerstone of effective communication. They’re not just messages, but powerful tools that can create relationships, drive engagement, and so much more. So, whether you’re trying to get students to register for an event or trying to spread the word about a new program, mastering email best practices is essential for achieving your goals.

In this blog, I will delve into the core principles and strategies that support successful email communications. From crafting compelling subject lines to optimizing your email’s design and content, I’ll cover everything you need to know to enhance your email strategy. By adopting these best practices, you’ll be well-equipped to deliver clear, concise, and impactful messages with potential students and parents.

5 Key Factors to Perfect Before Hitting Send

When crafting your emails, it’s critical that the following key components are flawless:

1. Subject Line & Preview Text
2. Email Copy
3. Call-to-Action Buttons
4. Signature & Title
5. Email Templates

1. Subject Line & Preview Text

Subject Line
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!

Preview Text
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.

Click here for the full article on marketing email best practices!