Email, that stalwart of the digital marketing mix.
Even these days, it’s still ranked as the most effective outreach channel for 72% of brands. In fact, according to Spark451’s 2025 College Bound Survey, it was the preferred choice of students to learn about schools, with 97% of reporting they used email to communicate with colleges.
And so, every year, college admissions and marketing teams work hard to review and refresh their email campaigns, in the hopes that they’ll continue to be reliable drivers of conversions for event registrations, application submissions, and deposits.
That said, it can be tough to come up with new ways to attract students and their parents, given not only the sheer volume of emails being received, but also, within an absolutely dizzying digital landscape.
Thankfully, we’re here with some good news. You can still reach — and move — prospective students through email.
By using the following six email copywriting techniques, you’ll be well on your way to cultivating brand affinity and driving enrollments.
Technique #1: Use Direct Subject and Preview Lines
We all know that the quality of your email’s subject line can make the difference between it being opened or ignored. And, while clever can get you noticed in the inbox swamp, clarity almost always gets you higher open rates.
Short and to the point is a good rule of thumb. Get people’s attention and let them know what your email is about and what you want them to do — that is, make it call to action (CTA)-driven. Use action words. And personalize them with the student’s name or something that you know they’re specifically interested in (e.g., a program name, student activity).
And do it all between 30 and 60 characters. Easy, right? 😉
Let’s take a look at an example of a strong subject line vs. a weaker one:
Strong
Explore Engineering Majors That Work for You, [FirstName]
Weak
World-Class Undergraduate Programs
The strong subject line:
- Calls the reader to action and speaks to their interests (“Explore Engineering Majors”)
- Builds affinity through personalization (first name) and noting their program of interest (engineering).
The weak subject line:
- Provides no call to action
- Falls back on generic marketing language
- Displays zero personalization
Also, when it comes to inspiring someone to open an email, don’t underestimate the power of your preview text! It’s a great way to reinforce your subject line and lead readers into the body of the email — like a bridge to the hook that’s waiting for them on the other side of that sweet click to open.
Technique #2: Use Opening Hooks
You have to grab people right off the bat with your first sentence — then you can dive into your key message. Why? Because it signals to people that you’re alive and engaged, and not just phoning it in.
Opening lines that feel flat don’t propel readers forward. They won’t be interested in reading on, and will likely click out of the email altogether before they even get to the meat of your message or to call to action.
Here are a few quick examples of strong opening lines:
“You don’t need to pick your major today — but what if you had to?”
“One of the top engineering programs in the country is found underwater.”
“If you want a master’s degree from here, you need to know two things.”
So, keep your first line interesting, energetic, direct — and short.
Which brings us nicely to the next technique.
Technique #3: Use Short Sentences and Paragraphs
Before getting started on your writing, consider each sentence as a single, simple thought you want people to follow. Then, link it to the next one. Providing shorter sentences and paragraphs means recipients can read your message faster and be more likely to keep going to your CTA.
And don’t be afraid to break your emails into short paragraphs.
In fact, devoting one sentence to each paragraph lets in the light, so to speak.
See how the white space here makes it easier to read? It’s okay to include multiple sentences in your paragraphs. Just keep them short.
Technique #4: Use Bulleted Lists
Instead of reading your message in full, many people simply scan the page looking for important information and calls to action. That’s why you should put the most important takeaways into bulleted lists. This way, they can grab what they need and zip down to your call to action.
- Shorter bullets are best.
- And they don’t need to be dry.
- Make them each shine in their own right.
Remember: If someone only reads the subject line, bullets, and CTA, they should know exactly what you want them to do and how to do it.
Technique #5: Use Snappy CTA Copy
If people get to your email’s call to action, it will either drive them to click through or drive them to click out. That’s why how they’re written is a crucial part of email copywriting.
“Learn More”
“Register”
“Click Here”
NO.
“Find Your Major”
“Explore Payment Options”
“Schedule Your Visit”
YES!
The worst CTAs are vague, generic, or demand too much effort without offering clear value. This results in low click-through-rates (CTRs) and, thus, low conversions.
Treat your CTA copy like a mini, power-packed version of your subject line. Tell readers what to do and what they’ll get out of it (as much as you can). And make it attention-grabbing, rousing, and motivating. It’s a call to action, after all!
An irresistible CTA is a beautiful thing. Take the time to craft a good one.
Technique #6: Use a Conversational Tone
Students know you’re marketing to them. But that doesn’t mean you have to act — or sound — like it.
By taking a genuine conversational approach to your writing, you’ll gain their trust.
Use your emails as a way to talk to them like they’re humans. Like humans who walked up to you at a cookout and told you they’re interested in your college. Show them your school — and make them feel the energy of what it’s like to be a student there.
Ultimately, conversational writing tends to be easier to read. And more believable. Be professional, but just, like, be yourself. Without trying too hard to be yourself.
Ready to Optimize Your Email Campaigns?
We’re here for it! Send us a message to learn more about how our team of experienced email marketers and copywriters can work with you to ensure you’re getting maximum engagement with each and every message you send.
Because sometimes, it really is the little things that make a big difference.