CUNY School of Law uses email marketing to connect with prospective students, alumni, and supporters, ensuring effective communication about our latest programs, events, and initiatives. Our strategy focuses on fostering community, promoting public interest law, and maintaining consistent, accessible communication.

Goals of Email Marketing

• Engage and Retain Community: Build long-term relationships with students, alumni, and the broader CUNY Law community.
• Promote Events and Programs: Keep the audience informed about upcoming events and public interest initiatives.
• Increase Enrollment and Donations: Support recruitment of new students and fundraising efforts.
• Build Brand Awareness: Strengthen recognition of CUNY Law’s leadership in public interest law and social justice.

Strategy and Best Practices

Our email marketing approach includes the following key strategies:

• Segmenting the Audience: Target emails to specific audiences such as prospective students, alumni, and community supporters.
• Clear, Engaging Content: Emails should reflect CUNY Law’s mission, incorporating stories from students, faculty, and alumni.
• Consistent Branding: Use CUNY Law’s brand colors, fonts, and logo in all communications to ensure a cohesive identity.
• A/B Testing and Optimization: Regularly test subject lines and content to improve engagement rates.
• Mobile Optimization: Ensure emails are mobile-friendly to accommodate users accessing content via smartphones.

Step-by-Step Guide

1. Log into MailChimp: Access the CUNY Law MailChimp account.
2. Create a New Campaign: Navigate to the “Campaigns” tab and click “Create Campaign.” Choose the type of campaign (e.g., Regular Email, Automated Email).
3. Choose a List: Select an existing audience list or create a new one.
4. Design the Email: Use MailChimp’s templates or import custom HTML templates that align with CUNY Law’s brand guidelines.
5. Content Creation: Ensure content is clear and reflects CUNY Law’s mission. Include relevant links, images with alt text, and a call to action.
6. Subject Line and Preview Text: Craft a captivating subject line and preview text to encourage opens.
7. Send Test Emails: Send test emails to verify the layout, links, and visuals before finalizing.
8. Schedule or Send Now: Send the email immediately or schedule it for optimal engagement.

General Best Practices

• Personalization: Use merge tags for recipient names in subject lines and email bodies.
• Call-to-Action: Include a clear, action-oriented message (e.g., register for an event, donate).
• Follow-Up: Use automated follow-up emails for recipients who haven’t engaged with the initial email.

For more information or support, contact communications@law.cuny.edu.