Email Tips

Whether you are a student, faculty or staff member, writing clear and effective emails is an important element of university communications. If you're using email to motivate your audience or nudge them to take action, the process can be a challenge. Below are some basic guidelines for writing effective emails that will prompt people to act.

UNI Brand

Subject Line

The subject line of your email is like the headline of an article or the cover of a book. It's the first thing your reader will see, so it must be enticing enough for them to keep reading. Below are some important guidelines when creating an effective subject line.

  • Keep it short. It's recommended that subject lines be no longer than 65 characters.
  • Consider using emojis from emojipedia.org
  • Be clear, concise and confident. Use numbers and stats when possible.
  • Create a sense of urgency. Use approaching deadlines when possible, but be honest. Don’t create panic if there is no urgency.
  • Use surprise or mystery. Think about using phrasing like, “Open to review your offer,” or "Your offer is here."
  • Try asking a question. 
  • Use your analytics! What’s worked in the past? What hasn't worked well? 
  • Use A/B testing on two subject lines. Marketing Cloud has a great A/B testing feature. Please contact University Relations for assistance.

Pre-Header

If the subject of your email is your headline, the pre-header is your introduction. The pre-header is the first phrase the reader will see when previewing your email. Below are a few things to remember:

  • Tell people what’s in your email. Do not just copy what is in the first sentence.
  • Make it work with your subject line. 
  • On mobile devices, most people will see 30-55 characters on a pre-header. However, if you write it too short then the first sentence of your email could be added to fill the space. A best practice is to write a longer pre-header with the important information at the beginning of the sentence. An example:

    Subject line: Thinking about a career in the arts?
    Pre-header: The need for creative-minded managers is expected to grow by XX% in the next decade. Most of which require a four-year degree. Discover 12 majors that will take you from here to hired.
     
  • Ask a question but don’t ask another question if you've already asked one in your subject line.
  • Start a sequence of events, but don’t finish the sequence.

Call to Action

A call to action (CTA) is a phrase and/or visual element that encourages the reader to take action. Typically, this will involve a button or link to an area of a website. Below are examples of how to structure your CTA to get the best results.

  • Try placing the same CTA twice in an email.
  • A/B test the location and language you use on the button.
  • Make sure the CTA stands out visually and verbally.
  • Make personal if possible. Instead of “Take the next step,” try “Accept your offer of admission."
     

‌Create Your Own CTA