Email Best Practices

Emails are not only an important tool used to convey necessary information to an audience, but they also change the way people feel about your university or specific department. There are many things to consider before and while creating an email. You should know who your audience is, how to effectively and efficiently display content, and how to measure success through data and user behavior. Following these best practices will help you avoid common mistakes and accomplish your goals.

Audience Targeting

Consider the following before creating an email:

• Who are you sending your email to?
• How many emails does your audience receive daily or weekly?
• Is email the best form of communication for this particular purpose and audience?

Message Content and Formatting

Emails should be concise, consistent and reflect SDSU’s branding. 

• Keep most important information in the subject and first sentence
• Avoid making your email too busy with a lot of wording
• Include a summary and link to an external webpage for more information if needed
• Keep email styling and formatting consistent within your department
• Check for typos or grammar errors
• Always follow SDSU’s branding

Measuring Success

The success of your email can be measured by reviewing its metrics within your email platform

• Look at delivery rates, open rates, click activity and other metrics
• Use these metrics to influence and shape your email strategy

Salesforce Marketing Cloud, used widely across campus, offers robust reporting metrics that are available shortly after a message is sent.  For more information, contact the StratComm DigiTeam.