American Student Marketing

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Email Campaign Requirements

The many facets of email advertising can be intimidating. Each element can make or break your campaign. ASM offers customization for the best targeting to better channel our audience to you.

Our user database is a 100% opt-in, self-reported source of students, young adults & parents searching the internet for college scholarships, education loans & other financial aid information. These registered users are high school, college-bound, college and graduate students and parents that complete a personal profile questionnaire volunteering very rich demographic, geographic & psychographic information. This profile, containing specific skills & interests is then matched to a database of college scholarship, grants & student loan consolidation.

ASM provides same day service and immediate delivery upon approval. Our comprehensive live online reporting brings transparency and success for your email campaigns.

Here's What We Need From You

Campaign Details

We need to know the who, what, when and size of the campaign in order to get started.


Who is the audience for the campaign? We need to know any and all demographic information so that we can properly target the campaign.

HTML/Images and Subject Line

The subject line is a critical piece of the puzzle and we need the creative, including HTML and images in order to test the campaign and schedule deployment. Below is a list of the creative assets and files we need in order to set up and test the campaign.

  • An HTML creative. If the file does not end in .htm or .html, we cannot use it.
  • All of the images used in the HTML creative provided, in .jpg or .png format.
  • Link address for all links in the email. Example: http://www.examplelink/linkaddress.htm
  • Link to your unsubscribe form or email address
  • Subject Line


Date and Time of Deployment

We can turn campaigns around same day if we have everything we need up front. We work best when we know everything ASAP so we can test and schedule the campaign.

Size - How Many Recipients?

This one speaks for itself, really. The size of the order is a critical piece of information, naturally.

Opt-Out Language and Link

All email campaigns are "double opt-out" and must include opt-out language as well as an active link that recipients may use to unsubscribe from future campaigns from the client.

Suppression/Seed Files

We will need to know all email addresses of those who have unsubscribed in the past so we can suppress them from the campaign. In addition to this, we will need a "Seed" File to which we may test and also include when deploying the campaign. Please submit in .txt or .csv format.

Email Content Suggestions for a Successful Campaign

  • Subject Line Length - Shorter, more succinct subject more inbox-friendly and easier to process
  • Topic - State urgency, curiosity and intrigue to increase opens
  • Personalization - Add personalization such as first of full name and or location for better response
  • Symbol Usage – An emoji in email subject lines can increase your open rates. Experian reported 56% of brands using emoji in their email subject lines had a higher unique open rate.
  • Don’t – Don't use all caps or excessive exclamation points and don't use a question and exclamation in the same line. Don't use a single large image with embedded text for your email; at least 65% to 70% of the creative should be actual text. Don't use Flash, Audio or Javascript.


File Size

To ensure speedy load times, keep total image size for all files in the email under 300K.

Image Width

No wider than 600px to ensure the entire email is visible, whether being viewed on a computer or (more likely) a mobile device.

Image Hosting

We will host the images at no additional charge.

Email Body/Content

  • Copy - Be specific and focus on the benefit
  • Design - State urgency, curiosity and intrigue to increase opens
  • Personalization - Stands out, appropriately sized, has whitespace around it
  • Placement – The order of your content is vital in the engagement with your viewer


Be sure to check links to ensure they resolve to the intended URL or email address. This includes not only the links to the landing page in your "call to action" but also any links to profile update form(s) and/or unsubscribe options.


American Student Marketing, 430 Park Avenue, Highland Park, Illinois 60035
Phone: 847.432.4329 | eFax: 847.572.8088 | Counts: