Office of Marketing and Communications

Introduction to Email

This series of videos contains information on email marketing in general, including industry terms and best practices.

Anatomy of an Email

Learn about sender profiles and how an email shows in an inbox, as well as the parts of an email itself.
 
Video Highlights
  • 0:00: What we see in the inbox
  • 0:29: Sender profile definition
  • 1:27: Header and details
  • 2:38: Body of email details
  • 4:13: Incorrect and corrected email examples

Email Branding

We detail what makes a properly branded email here at The Ohio State University.

Video highlights:

  • 0:00: Why branding matters
  • 0:38: ADA compliance and branded templates
  • 1:20: Header and footer requirements

Email Best Practices

Here we provide advice on writing subject lines, using preheaders, and how to utilize content. We also cover strategy, including using our shared calendar!

Video highlights:

  • 0:00: Subject lines, how to stand out
  • 0:33: Preheaders, encourage opens
  • 1:18: Content, short copy, use CTAs
  • 2:05: Strategy, prevent fatigue

Email Accessibility 

Your email must be accessible to all users. We cover how to make this happen.

Video highlights:

  • 0:00: Email accessibility defined
  • 1:07: Our colors
  • 1:50: Images and animations
  • 2:19: Alt tags

Email Deliverability and Sender Reputation 

Did you know emails are not necessarily delivered in every inbox? We talk about deliverability, sender reputation and how to help your emails be seen.

Video highlights:

  • 0:00: Email deliverability defined
  • 0:57: Sender reputation
  • 1:30: SPAM impact on deliverability

Email Testing, Sending and Analytics

Testing is the most important step in email marketing. Test often! Here we show how to test an email as your contacts will see it, then actually send to those contacts and see reporting afterwards.

Video highlights:

  • 0:00: Always proof and test
  • 0:19: Check content, links, everything
  • 1:12: After sending: analytics
  • 2:23: Measuring email performance
  • 3:05: Defining click rate

There are many terms and definitions associated with email marketing. We have gathered a list of the relevant details for Ohio State's Salesforce Marketing Cloud users. Take a look at the written email terms and definitions.