Let’s face it – mastering the art of email marketing is tricky. And when it comes to sending an engaging message, a lot of questions come to mind. Should my subject line include the reader’s name? What kind of language packs the most punch for Gen Zs? Where should I put the call-to-action to get the most clicks?

And so on and so forth.

The truth is, there’s no silver bullet when it comes to crafting that perfect campaign for your school. But with some creativity, testing and patience, you’re able to see what’s resonating with your prospects and what may be missing the mark.

Here at Underscore, we’re frequently testing out new ideas to understand ways to take our communications to the next level and provide content that resonates with our audience every time.

To paint you a picture of what these kinds of ideas look like (and the results we uncovered), I’ve compiled a list of my favorites.

Preferred Name in Subject Line

Your subject line may arguably be the most important part of the entire email. It’s what captures the reader’s attention and pushes them to either read more or skip over it entirely. So, what better way to catch someone’s eye than by using their name...right?

To see if our thinking was correct, we sent out two variations of the subject line to see which one performed better:

A. Why [College Name]?!

B. [College Name] is a no-brainer, {{Preferred}}

It turns out, personalization really is key. The subject line with the preferred student’s name resulted in 175% more applications than Test A.

Scholarships vs. Tuition

A Northeastern University study reported that 67% of Gen Z students say their top concern is being able to afford college.

We know affordability is important to soon-to-be college students, but what’s the best way to talk about money with them? To figure that out, we tested out two sentences in an email to compare which language resonated most with our readers.

A. By applying to [College Name], you’ll automatically be reviewed for an academic merit scholarship ranging from $5,000 to $25,000.

B. [College Name] students on average pay only $24,000 out of pocket per year.

The test was simple: do high school students care about what they could potentially earn from a college or what they can expect to pay?

Survey says.... they care about the sticker price. Test B ended up getting 43% more applications than Test A.

Plain Text Template

While there is always a need to have beautifully designed templates, we have found incredible success using plain text (no header, footer, graphics or CTA buttons) for certain email topics.

A great example would be an email “coming from” an admission counselor pushing the reader to submit their application. Plain text in this scenario performs incredibly well simply because it looks like it’s coming from an actual person. In one case, our plain text email resulted in 50% more applications than the templated email sent a week prior.

But don’t get us wrong. There are still many situations where designed emails trump plain text, like marketing messages. The key to an effective campaign is using a blend of highly visual and incredibly personal communications.

When in Doubt, Test it Out

Our advice? Never be afraid to have some fun with your emails. Test out that crazy idea to see what sticks. Experiment with a funny GIF or meme. Try to add personalization when you can.

And remember, we’re always here to help brainstorm if you ever need help.

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