The Do’s and Don’ts of Mass Emails

We’re all familiar with the [JMU Informational Email] that shows up in our inbox a little too often. As annoying as they can be, though, the mass email is a useful marketing tool – when used appropriately! Here’s a guide for how to get the most out of marketing through mass emails.

 

DO:

1.  Use an attention-grabbing subject line. With the brackets that appear in every subject line of a mass email, you have a limited amount of space to convey the topic of the email. Try and use attention-grabbing words at the beginning of your subject line so people will be interested in actually opening the email. If you’re giving something away for free, go ahead and advertise that! Do not, however, use false advertising just for the sake of catching your audience’s interest.

2. Use bold, colorful text. Just because emails can be sent in bulk doesn’t mean they have to be standard black and white! Make them fun to read for the people who actually open them, using color or bolded fonts to highlight important information such as date and location.

3. Customize who receives your email. The most well-known benefit of a mass email is the sheer number of people who are subject to your marketing appeal. However, not everyone is aware that you can specify which demographics receive your email, which is the perfect way to really target a certain audience. For example, if you are a sorority advertising your rush events, specify that your email only goes to female students. You can get as specific as which dorms receive the email, which year, and which majors.

DON’T:

1. Write a lot. No one wants to take more than 15 seconds to read through an email, so be sure to include only the most important information. A good rule of thumb is that if you have to scroll down to read the whole email, you’ve written too much.

2. Send an email once a week: Our rule at UPB is to only send out a mass email when absolutely necessary. If your organization sends out a mass email frequently, take the time to re-evaluate which information most needs the attention. Flooding people’s inboxes will only turn them off from anything with your name on it.

3. Forget to proofread! Check and double-check your email before submitting it. Any typos just look unprofessional but especially be sure to check that all of the information such as date, location, and time are all correct.

Katie Curry, Spirit and Traditions Communications Chair                 

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