These guidelines will help users of Constant Contact or MailChimp at Luther College craft effective marketing emails. Please contact CRM Coordinator, Catherine Dyer (ext. 2992) with questions.
About 50% of Luther’s emails sent through Constant Contact are viewed on a mobile device. Ensure that your email is easy to read on a smartphone or tablet to avoid alienating half your audience. Create emails in a mobile-friendly format to make them easy to read and to encourage readers to click on your links.
A mobile-friendly email will display well on all devices, and look great wherever recipients read it. Consider the following guidelines to create mobile-friendly content:
Use fewer images. On some devices images in emails are displayed by default, while others block images or provide prompts to download them. Use only the images that are essential. Do not use your email to display image galleries. Instead, include a link to your website, Libris collection, or Flickr album.
Your email subject line can make the difference between a subscriber opening your email, scrolling right past it, or deleting it in seconds. It should embody your call to action and make recipients want to know more. Take the time to craft an eye-catching and successful subject line to significantly increase your open rate. Here are some tips:
Images in emails do not always download properly, so make sure that you have entered an image description to let recipients know what is there if the picture does not appear.
Avoid emails with all of your content contained in a single image. If your image doesn’t download for the recipient, your information will not be received. Always create your email with a combination of text and images.
When using images from websites outside of the www.luther.edu domain they must 1) be allowed for reuse and 2) follow attribution guidelines set by the original author. When using an external image source such as Google Images, make sure to select only images that have usage rights allowing for reuse.
The most important thing to remember when adding links to your content is to add them to anchor text rather than pasting the URL on the page. It's best to use relevant text for your anchors.
Ideally, emails are concise and drive traffic to luther.edu. Using teaser text and a “read more” link that takes recipients to a page on our website is a good way to share information and, by reviewing click rates, monitor recipient engagement. This practice can apply to events, press releases, online articles from the “Luther Alumni Magazine,” blog posts, and more.
Email marketing is an opportunity to leverage social media engagement. The simplest way to do this is to always include linked social media icons near the footer of your email. If you are sending an email on behalf of a Luther organization or department that has its own social media sites (i.e. the Luther Center for Intercultural Engagement and Student Success), you can link to that group’s specific social media site(s). If a specific Facebook, Twitter, Instagram, Youtube account (etc.) is not relevant, link to the main Luther College social media sites:
Prior to scheduling your email to send, always: