by Sean Devlin, Front Rush

Because of NCAA guidelines, the usage of email is enormous when it comes to recruiting. 

The consistent dripping of emails into recruit Inboxes has been an effective tool for some time.  Savvy coaches are using graphic-rich email templates to make their email messages pop out.  Email templates, for those who are not using them, surround your email with action shots, photos of your team, school logos, and school colors.  Many templates, like those designed by Front Rush for our growing list of college clients, also include links back to the school's website for recruits to click on.  You probably have received an email template in your own Inbox from a company that was trying to sell you a product. 

We wanted to give you some insight on the email template and what we have found to be the most effective approaches when it comes to designing a really effective recruiting email template:

#1 -  Beautiful, yet simple
You want your template to include your favorite pictures and action shots of your current team; however, you don't want them to be overwhelming.  We have seen coaches who attempt to include as many photos as possible, so much so that it dirtracts from the real message. 

We have also seen coaches who use all kinds of crazy design techniques to differentiate their email from every other competitor.  Although creativity is appreciated, it often dilutes the message.  Think of the websites you have visited where there are advertisements everywhere.  Got the picture?  The same concept applies here.  Simplicity is key when you design your template--just a few action photos of your current team.  This will catch the recruit's eye and will allow him or her to quickly read your email.  The end result, of course, is that you have achieved your goal of attracting the eyes of your recruit.  To steal a line from a famous usability artist - "no matter how great your design, less of it is better".

#2 - Fewer Links
Many times, email templates will include links back to your team's website.  The idea is that when a recruit opens your email and sees the template, he or she will be able to click on links that will take them to various places on your website.  When choosing, select only a few key links.  We have seen some coaches who will list 10-20 links.  This is not realistic!  A recruit will click on a single link and from there will be able to navigate the majority of your site.  It's fine to include a few additional links, but less is better.

#3 - What Links to Choose
When choosing links, make sure you choose links with a specific purpose in mind.  The purpose of using your team's page is to provide more information about your school and sport.  If you choose to include your recruit questionnaire, the purpose is to have recruits fill it out.  Often, we see coaches include a link to the NCAA site.  When we see this, we ask why?  Is your purpose to educate the recruit about the NCAA?  Is your purpose to have the recruit find out the latest news?  What is the purpose?  Answering this question will enable you to make deliberate - and more effective - choices.

4) Ask Recruits to Click
The purpose of including links in your template is to have your recruit do something; for example, learn more about your school or sport or to fill out a questionnaire or application.  When writing your email, tell your recruits to click on the links.  "Hey, Mikey, we are interested in learning more about you.  Can you click on the link that says recruit questionnaire and fill it out?"  It sounds obvious knowing that your recruit may be computer savvy.  However, your helping hand will dramatically increase the probability that they will click. 

These are just a few of our basic rules for designing great emails, templates and banner graphics.  If you are like most coaches and have a professional consultant like Front Rush handle the design,  you can now be an educated member of the "design team".

Need help with design and using email templates to improve your recruiting strategy?  Front Rush is used by hundreds of college programs across the country, from big-time D1 programs to small private colleges. 

Click here to see what they've done for other college coaches, and how you can get a free analysis of your needs from the national technology experts.