Do’ and Don’ts when you’re running email marketing campaign for your institution

Do create a strategy- Gather your team to discuss the purpose of your email marketing campaign, likely what will be outcome and what success will look like.

Forbes contributor Kate Kiefer Less says “Your email campaigns should match your brand’s look and feel. If you’re using a template, you might want to customize it to include your company’s colors and logo in the header”

Do segment your list- Segment your emails strategically. For each one of your marketing campaigns, the key is to create messages that support your unique business and marketing objectives

Be a mobile friendly- You can’t forget that 55% of emails are viewed on mobile devices, so design everything- your typefaces, graphics and layout- to display nicely across all formats, from desktop to mobile.

Personalize the email for better open rate - The “open rate” is the percentage of recipients who open your email and read it. Including your reader’s first name in the subject line increases your open rate by an average 23%.

Don’t Spam- Sending out Spam means emailing anyone who hasn't give you permission to contact them through email opt in, and it’s illegal.

Don’t forgot to track email- When you running an email marketing campaign, don’t forgot to track the progress of your success. By analyzing the data, and your team can gain valuable insight on how to improve.

Click-to-Open-Rate is one important metric to monitor. It’s the percentage of subscribers who clicked a link in the email as related to the total number who opened it.

Don’t send email so frequently- You want to your subscribers to look forward to opening your informative and entertaining emails, not roll their eyes. Users will get tired of your emails if they pop up everywhere and without any purpose.

Don’t hide the unsubscribe link- The unsubscribe link is a crucial tool in the email marketer’s toolbox. Email marketers already know that an unsubscribe link is a legal requirement, as well as a necessary tool for allowing

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subscribers to remove themselves from your list.