"Field Notes" is an occasional Connect column covering practical and philosophical issues facing admissions and registrar professionals. The columns are authored by various AACRAO members. If you have an idea for a column and would like to contribute, please send an email to the editor at connect@aacrao.org.
By Christopher Huang, M.A., University Registrar, Governors State University
In this social media age of Facebook, Twitter, and Linked in, email is still one of the primary ways institutions communicate with its students, faculty and staff. I’ve always wanted to find ways to make my email communication more interesting and less text heavy. A lot of the information coming out of my office focuses on deadlines, reminders, policies, and processes.
In November 2015, our University held a marketing-writing workshop with consultants from Ragan Communications. It was like the heavens opened up!
These are the tips I learned from that workshop that have improved my emails to GSU students, staff and faculty in this digital age where we just want the headlines:
1. Be clear, concise and to the point. If there’s too much data or information, people will ignore it. Avoid using jargon or legal speak.
2. Use bullet points or numbers. This is helpful to organize and order your information, and makes it easier to read. Another strategy is to write in a question and answer format. You can even get creative and write as if you are interviewing a third grader.
3. Use images. You know the saying, “A picture is worth a thousand words.” An image can also be an attention getter that can draw a reader in--especially if there’s a lot of text. Don’t forget to make your image ADA compliant with “ALT TEXT.”
4. Collaborate. This takes time, however, it’s good to get feedback from others to help sharpen your message.
5. Don’t sweat the comma. The rule of thumb for comma uses are: lists, direct quotes and non-essential phrases. Read your content aloud and add a comma if you need a breath.
6. Use clear font. GSU’s marketing department recommends Arial 12-point font.
7. Write conversationally. This doesn’t mean using OMG, or IDK in your writing, but it’s okay to write as if you’re talking to the reader.
8. Remember the audience. Try to keep the perspective of the reader: why should I read this or how does this affect me? We are bombarded with so many emails/messages on a daily basis, so why should the student, faculty or staff read what you’re writing?
I hope these tips are helpful and useful as you craft your next email.