Make your email work harder.

Posted by Brad J. Ward | Posted in Higher Education, Integration Week, Marketing, Recruitment, Social Media, Web | Posted on 03-12-2009


This 4th installment of the impromptu ‘Integration Week’ follows 2 examples of integrating social media into your current tactics and a brief discussion on Monday about the topic.

Today I want to share a simple, effective way that you can drive traffic to social media efforts on the web.

Yesterday I received an email from Nancy (@nancypricer on Twitter, as you may know!) about her registration for the upcoming Twitter for Higher Ed webinar. What I love about the email is how she has linked several social media sites of her University in the signature!

(click photo to enlarge)


We all send email.  A lot of it, actually.  So why not make it work harder for you?  This struck me as an extremely easy example of a way to drive traffic and get some eyeballs on your hard work.  If you’re an admission counselor, think of how many students/families you email with in a typical recruitment cycle.  You’re bound to get some clicks and some new fans/followers.

Tomorrow, to finish up Integration Week, I’m excited to share some research that Joe has been working on for over a week, dealing with social media integration.  It’ll be a great end to the week, and you won’t want to miss it.

Want to join @nancypricer and @tarletonstate and learn more about Twitter for Higher Education? Sign up for the upcoming webinar on April 9th or 10th!  Only $99 to attend. Learn more and register at

Comments posted (6)

Can I get a discount for the readers of the HEE newsletter as we discussed in the past?

Thanks, Brad! All of my staff does the same, and I also encourage everyone on campus to add it to their signatures. I have not measured that yet though, but I think I will now and keep pushing for a standard e-mail signature across campus.

@Karine – in your inbox!

@Nancy – a thought that pop in my head on that… Set up short links or,, etc. links for each of the top-level efforts. This will allow you to track the # of clicks and will provide smaller links for everyone to include in their email if it’s made standard. The fewer the characters, the less push-back you would get, I bet.

Brad – I am not sold on the idea of using the “short links” – part of the reason for doing this is to raise awareness of the brand (so to speak) – using the schools URL’s adds to that – while using short URL’s adds the ability to measure it takes away from the brand message . . .

On a second reading – you do offer a “branded alternative” – sorry, my mistake- but my preference for brand message still stands . . .

George – Very valid point. The reason I mentioned over, hootsuite, etc. etc. etc. is because you can create custom URL’s there very easily.

So for the person at the college who has an IT department that refuses to make or, they can go to and create a shortlink. Using Nancy as an example, she could take her links to and create,, etc.

I agree though, always use the school URL if possible. At the universities I have worked at, that would be a 3 month process that required 4 signatures though. :) And if we’re already just using the or links, are links that much further from the brand message?

Write a comment