Mass email is an effective tool to communicate directly with students, faculty, staff, and alumni. Regardless of the audience, our voice should always be approachable, conversational, and confident.
When writing a mass email, identify your audience and the intended outcome of your email. Then communicate clearly and concisely, making sure your message is relevant and your timing is appropriate.
Combining consistent voice and tone with the following advice will make your emailed communications as effective as possible.
Tips for effective emails
Mass email is an effective tool to communicate directly with students, faculty, staff, and alumni. Regardless of the audience, our voice should always be approachable, conversational, and confident.
When writing a mass email, identify your audience and the intended outcome of your email. Then communicate clearly and concisely, making sure your message is relevant and your timing is appropriate.
Combining consistent voice and tone with the following advice will make your emailed communications as effective as possible.
Consider the purpose of your email.
An email should have a singular focus. What are you trying to do? Inform your audience? Move them to take a particular action? Make sure you know what you are trying to achieve before you start writing.
Consider your audience.
Personalize your writing where you can. Use the recipient’s name where possible and appropriate. Remember an email should read as a correspondence between two people. Additionally, make sure your writing matches your audience. Just as we would talk to prospective students and alumni differently in person, we should write to them differently through email.
To prospective student example: “Congratulations, [First name]! We are so excited to have you join the Redbird family. Log into My.IllinoisState.edu to take your next steps.
To prospective donor example: Dear [First name], Thank you for your investment in Illinois State University and support of our Redbird students. Your gift enhances the Redbird experience and helps our campus soar to new heights.
Determine your sender.
In some cases, it might make sense to send the email from a unit or department. In other cases, you should send an email from a person. Think about the benefits of one or the other and then determine who is signing it, whose name is in the sender line, and to whom replies should go.
Use a clear call to action.
Your audience should know what you are asking of them. Ideally, include one call to action, and don’t try to do too much. You can always send a separate email to accomplish other things. In fact, including too many hyperlinks in the body of an email can get it flagged as spam—so a singular call to action increases the likelihood your audience takes that action and receives your email in the first place!
Too many calls to action: Register for the alumni tailgate today! And don’t forget to check the tailgate parking map, buy your football game tickets, and review the clear bag policy before you head to Hancock Stadium.
Clear to action: Register for the alumni tailgate today! More information will be shared in your registration confirmation email.
Be concise.
The fewer words you can use to get your point across, the more confident you will sound in your writing. Avoid elaborate words when there is a simpler alternative. Short sentences, short paragraphs, and simple writing will help you communicate your message.
Overly wordy: Hi, Future Redbird! We can’t wait for you to join the Illinois State University family on campus here in Normal, IL. Our community of dedicated Redbird faculty, staff, and current students are anxiously awaiting your arrival for Move-In, which is taking place at the residence halls August 15-20, 2022. All details for move-in and prohibited items are listed fully below.
Concise and readable: Hi, [First Name]! We can’t wait for you to join our Redbird family during Move-In this fall. Learn how to prepare for your Illinois State move-in experience.
Make the most of your subject line.
Writing a clear and effective subject line is how your audience will know whether the information in the email will be of interest to them. Limit your subject line to seven or fewer words. Be as specific as possible about the purpose of the email in those seven words.
Detail-heavy subject: Join Alumni Engagement for a pottery event with the School of Art, May 10 at 7 p.m. at the Alumni Center
Friendly and concise subject: Learn to throw pottery with fellow Redbirds!