Email Best Practices

Best practices to create your email

When creating an email to accompany your SMS campaign, the goal is to drive the recipient to click the content card. We have outlined best practices below to achieve this goal:

Subject line:

  •  Allude to the call to action
  •  Include the name of the recipient for increased personalization
  •  Including who the message is from with a combination of emojis and social media tags takes this up a few notches 🔥
  •  Use the pre header text to add more detail if needed

ASE and subject lines: Our data shows that students are more likely to open the message if they are left in suspense. Don't tell them are are accepted in the subject line - leave them excited to learn more! 

Example subject lines per experience:
  •  ASE: 
    •  <<student_first_name>>, BIG News From #WinsU 🐺
    •  <<student_first_name>>: Your #WinsU Application Status Has Changed 💙 🐺
  •  CVE: 
    •  <student_first_name>>, Hear What <<Intended Major>> Students Say on Your Personalized #WinsU Tour 🐺
    •  <student_first_name>>, Take #WinsU's Student Life Tour 📣
  •  CME:
    •  <student_first_name>>, Read the Door Decorating Details for <<Residence Hall Name>> 
    •  <student_first_name>>, Schedule Your Move-In Time for #WinsU 🗓
The body message will pre-populate from your campaign message and can be altered. We suggest the following:
  • Include that the recipient will need to tap on the button at the bottom of the message to get to the content card
  • Do not get text heavy! Your body message should be no more than a few sentences and no more than 1 paragraph. Your content card should have the information the recipient needs and you do not want to keep them in the email too long
  • Include a sign-off at the end of the email to increase personalization. Otherwise, the email will end with the call-to-action to tap on the button
This is displayed at the bottom of the email to link out to the content card. Make it as clear as possible what clicking on the button will do, and have a strong call to action.
  •  ASE 
    •  Button going to acceptance letter content card: View My Next Steps
    •  Button going to Accepted Students Day content card: RSVP Now!
  •  CVE 
    •  Button going to invitation to tour content card: Take Personalized Tour
    •  Button going to post-tour follow-up content card: Submit Tour Feedback
  •  CME 
    •  Button going to move-in scheduler content card: Sign Up Here
    •  Button going to event content card: Tell Me More
This will default to the campaign author. The campaign author is the email address of the account the campaign is sent from. It is a best practice to keep it this way so incoming email replies can be attended to. However, you do have the option to change it to; this email will not be monitored.
Ask your IT department to add and/or the domain to your server's whitelist to prevent emails from being filtered or blocked when sending your campaigns.