{"id":467,"date":"2022-09-12T10:57:44","date_gmt":"2022-09-12T15:57:44","guid":{"rendered":"https:\/\/uwm.edu\/marcomm\/services-resources\/email-marketing-guidelines\/"},"modified":"2026-04-02T13:16:13","modified_gmt":"2026-04-02T18:16:13","slug":"email-marketing-guidelines","status":"publish","type":"page","link":"https:\/\/uwm.edu\/marcomm\/services-resources\/email-marketing-guidelines\/","title":{"rendered":"Email Marketing Guidelines"},"content":{"rendered":"\n
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Prospective students, students, and other friends and members of the 51ÁÔÆæ community are inundated with marketing emails. To cut through the clutter and grab their attention, we must provide compelling content with a memorable, distinctive and consistent brand identity. Take time to consider all the components of your email to make it a meaningful message.<\/p>\n\n\n\n

51ÁÔÆæ Logo<\/h2>\n\n\n\n

Decide where to place your logo and keep it there. Keeping the location of the logo consistent will help with brand recognition. The header is probably the most effective spot to place your logo because that\u2019s where viewers look first.<\/p>\n\n\n\n

From Line<\/h2>\n\n\n\n

The from line is critical because it is the first thing a person looks at when deciding whether to read an email. The name in the from line needs to be a known and trusted source. If the receiver recognizes the name, they are less likely to the delete email without opening it. The name in the from line could be a company or brand name that people recognize immediately. If you know the recipients personally, you can use your name in the from line as well.<\/p>\n\n\n\n

Emailing Students<\/h2>\n\n\n\n

Using a generic company name in the \u201cfrom line\u201d of an email to students is ineffective. Students receive multiple emails from their schools each day and often send them right to the trash. Instead, use a person\u2019s name in the \u201cfrom line\u201d to personalize it. This increases its importance in the students\u2019 eyes and makes them more likely to at least skim over the email\u2019s content.<\/p>\n\n\n\n

Subject Line<\/h2>\n\n\n\n

The subject line is as important as the content of the email. The subject line is what draws the reader in and makes them want to dive deeper into the information presented. A bland or generic subject will cause people to skip over the email in their inbox and move to something more relevant to them.<\/p>\n\n\n\n

Header<\/h2>\n\n\n\n

The header is the first thing a viewer sees once the email is opened and determines whether they will examine the content further. Eye-catching images and illustrations are effective ways to attract viewers. But don\u2019t overdo the graphics because you don\u2019t want your message to be mistaken for spam.<\/p>\n\n\n\n

Content<\/h2>\n\n\n\n

Email content needs to be significant and relevant to the recipients. Think about what the audience wants and not what you want. That means keeping the text brief but enticing, with information that is simple and straight to the point. Before you go live with the email, read it to yourself in its entirety. If you get bored or impatient while reading the content, everyone else who reads it will as well.<\/p>\n\n\n\n

It is also very important that the marketing campaign reflects your brand identity. This way, recipients can make a connection between what they\u2019re reading and who it\u2019s coming from very easily. It\u2019s also a matter of trust. If the receiver doesn\u2019t recognize who the email is coming from, they are unlikely to look further.<\/p>\n\n\n\n

Spam Triggers<\/h2>\n\n\n\n

When creating content, avoid:<\/p>\n\n\n\n