This email series is designed to showcase Texas A&M University’s engineering college, attract the best and brightest students, and drive traffic to a related web site. The emails were part of a cohesive campaign that included a printed booklet and a web site.

Closeups (opens in new window): 1 | 2 | 3

In 2006-07, six emails were sent about every month to high-achieving high school students. Among the 4,200 students on our general mailing list, open rates per email ranged from about 14% to 22%. As of January 2007, we began sending emails to admitted students only — and the open rate jumped to 89 percent!

At the end of last year’s recruiting season, in a follow-up survey, 99 percent of respondents said the emails made them “feel wanted.” They unanimously said the emails had information that helped them. The respondents said they appreciated the deadline reminders, information about school traditions, and explanations of options as a freshman.

My role: Email design in Photoshop and Illustrator, html page creation in Dreamweaver, email implementation and list management in Bronto email management software, some copywriting and concept development. Others provided design concept, photography, copywriting, some web programming.

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