Enrollment Email Campaign Checklist

Crafting compelling content for an effective email campaign

Automated emails in Target X are an important part of the recruitment process and an easy way to stay in touch with students throughout the application cycle. Email content should be reviewed and updated annually. When reviewing your content, consider:

Is the content up to date?

• Review and confirm all content is current. Are there new or different accolades to include? Are all dates correct?
• Confirm that the program contact name, title, phone number, and email are current. It is best to use a general program email account that several staff members can monitor versus an individual email.
• Click on all hyperlinks (text and images) to check that they are functional and accurate.
• When hyperlinking text, hyperlink a descriptive word or phrase, not “click here” or “learn more” to make it accessible.

Is the subject line engaging?

Short, actionable, and informative subject lines perform the best. Four to seven words is optimal. Front load it with the most important keywords.

• Use concise language. Keep in mind that people scan their inboxes very quickly, so the more clear and concise your subject line is, the better.
• Use subject lines with fewer than 50 characters. Longer email subject lines will get cut off if they're too long, particularly on mobile devices.
• Include a clear benefit or action and your program name. 
• Use action-oriented verbs, not past tense or words like “we hope...”
• Don’t use ALL CAPS or overuse exclamation marks!
• Use different subject lines for each email to alert the audience to the new information and content.
• Examples of good subject lines:
  • Take the next step: Get a PROGRAM NAME degree/certificate
  • Apply Now! Earn a PROGRAM NAME degree/certificate
  • PROGRAM NAME application deadline is approaching
  • Accessible/Flexible/Affordable (select one) classes in PROGRAM NAME
  • Learn more about PROGRAM NAME
  • Build your career at George Mason University
  • Thank you for your interest in George Mason University

Is the content clear and concise?

Think like a prospective student. Would you be engaged enough by the content to begin an application?

• Keep your message brief, as today’s audience opens most emails on their phone, which can involve a lot of scrolling.
• Put the most important content at the top so that if someone doesn't' scroll far, they get what you wanted them to see.
• Present content in a scannable format. Use bullet points for readers to quickly get your information in a concise manner.
• Provide multiple contact options (email, phone, social media) for further engagement.

Does the tone of voice match your other materials, and does it follow George Mason University’s brand identity?

• Use a conversational tone that resonates with prospective students; avoid technical jargon.
• George Mason's brand voice is optimistic, inclusive, driven, and proud. Adhering to the brand voice enables us to have a cohesive unified way of communicating to our audiences. See George Mason’s Office of University Branding’s guide to Writing in the George Mason Brand for an overview of basic principles that apply to all writing at George Mason.

Do you have a clear CTA (call to action)?

• Every email should include one CTA that prompts the next step. Do not include more than three CTAs.
• Use actionable language: Apply Now, Register Now.
• CTAs should be simple, concise, and stand out in the message.

Are the images high-quality, current, active, engaging, and accessible?

• The images we use allow us to tell our story louder than words; great photography can grab your viewer and garner the attention you need to communicate. Select images and videos that showcase campus life and student experiences.
• All images should be high-quality PNG or JPEG files.
• Include alt text descriptions for every image so it is accessible.
• The Office of University Branding's photo and video b-roll collection is available to the campus community at photo.gmu.edu.