Alumni are an institution’s most precious asset. However, the reality is that while alumni will often have a sense of belonging to their alma mater, a constant connection is needed to cultivate this relationship. While there are a bunch of ways to achieve this, today, we’re focusing on one of the most effective communication methods employed by schools and universities around the globe – email communication.

While there’s a plethora of information on best practices for email marketing, our experience with various schools has helped us understand email best practices specific to alumni.

Email has an ability many channels don’t: creating valuable, personal touches – at scale.
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- David Newman

While email communication plays a crucial role in the digital engagement strategy of many institutions, the rate of success for each school may differ greatly. The difference lies in the approach that each school takes. Here’s a list of tested techniques that have brought success to most schools:

Maintain an updated email list

To be able to engage alumni via emails, it is pivotal to maintain updated email lists. Over time, alumni contact information is bound to get outdated. For your email campaigns to have higher alumni engagement rates, it is integral that your emails reach the right people, and that’s only possible if you have updated information about your alumni.

Whether you’re a small school or a larger university, there are various ways to keep your alumni database up-to-date. Tap on the banner below to read more about the complete list of all the database update techniques that are typically employed by schools and their relative benefits.

Focus on personalizing your outreach

While creating an email, it is important to be able to evaluate what alumni would value. Sticking to a template might look like the easiest route, but schools have witnessed greater success with personalized email campaigns. One way of personalizing your emails is by segmenting alumni based on gender, class year, and other relevant criteria.

Put a face and a name to the sender of your emails

It’s always a good practice to use a real name as opposed to a common name such as ‘Your Alumni Association’ as the sender of your emails. Using a person who your alumni may already be familiar with is ideal. You could even add in a picture and signature of the person at the end of the email to make the email seem more genuine. 

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Ensure that there’s a clear call-to-action

Other than the high risk of your alumni email landing in spam, adding multiple links often comes at the expense of having an unfocused message, severely impacting your click-through rates. Sticking to a clear call-to-action button is the best practice. 

Mercy High School, Burlingame does an amazing job at targeting its alumni with emails that have a clear call-to-action.

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Provide value in the form of monthly newsletters and weekly updates

While we discussed how personalized email campaigns can help boost alumni engagement rates, monthly alumni newsletters and weekly updates have also proven to be highly effective. Monthly alumni newsletters and weekly update emails act as a source for alumni to stay updated with all that’s happening at their school and often evoke nostalgia and a sense of pride. 

Here’s how Upper St. Clair School District & Taylor’s University keep their alumni engaged with informational monthly newsletter emails.

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Optimize your emails

This is probably the most basic yet the most essential part of creating a successful email campaign. Optimizing your emails so that they appear in your alumni’s inbox at the right time and in the right format is critical to your campaign’s success. Here are some key aspects that should be ensured with respect to email optimization:

1. Ensure that alumni receive your emails during their active hours. If your alumni are in a different time zone, scheduling your emails is highly recommended. Analyzing past email delivery statistics might help in scheduling the timings for your new campaigns.

2. While attaching any images to your email, it is recommended to stick to a maximum file size of 1 MB.

3. Subject lines play an integral part in the success of any email marketing campaign. Including your alumni’s first name within the subject line is a great practice that we’ve seen schools achieve success with. Adhering to shorter, to-the-point subject lines is also highly recommended.

When it comes to engaging subject lines, QuestBridge Academy hands-down wins the game. For its September Bar Night event, the institution reached out to its alumni with a simple, yet highly effective subject line: 

5 Alumni Outreach Email Templates

Here are some outreach email templates to kickstart your emails:

1.  Networking & Career Advancement

Subject: Connect & Grow: Your [Institution Name] Network

Dear [Alumni Name],
Hello from [Institution Name]! We hope you're doing well.
Did you know your connection to [Institution Name] offers a powerful way to boost your career? Our alumni network is full of people in many different fields, ready to connect.
We've made it easy for you to use this network:
- Network Platform: [Link to platform] - Join our special online platform to find and connect directly with fellow alumni for advice, opportunities, and shared experiences.
- Virtual Event: [Link to event details] - Sign up for our next online networking event. It's a great chance to meet alumni working in specific areas you're interested in.
- Career Help: [Link to career services page] - Visit our career services page just for alumni. You can find job postings, get tips, and learn about workshops to help you move forward.
Make the most of your [Institution Name] connections today.

Best regards,
The [Institution Name] Alumni Relations Team

2. Giving Back & Philanthropy

Subject: Support [Institution Name]: Help Students Succeed

Dear [Alumni Name],
We're reaching out because you can make a real difference at [Institution Name]. Your time here helped shape your path, and now you can help shape the path of current students.
Supporting [Institution Name] is a direct way to invest in the future. Your contribution, no matter the size, can help provide essential resources:
- Give Now: [Link to donation page] - A financial gift helps fund scholarships for deserving students, support important research, and improve campus facilities.
- Volunteer: [Link to volunteer page] - If you have time to share, consider volunteering. You could mentor a student, help at an event, or offer your professional skills.
Every bit of support helps us give students the best possible experience.
Thank you for considering how you can help.

With sincere gratitude,
The [Institution Name] Advancement Team

3. Staying Connected & Community

Subject: Stay Connected to [Institution Name]

Dear [Alumni Name],
Life after graduation takes you to new places, but your connection to [Institution Name] and the people you met here is still important. We love sharing what's happening and hearing about your journey.
Here are a few simple ways to stay part of the [Institution Name] community:
- Read Our Magazine: [Link to magazine] - Check out the latest alumni magazine for campus news, stories about fellow graduates, and updates on upcoming events.
- Follow Us: [Links to social media profiles] - Connect with us on social media for daily updates, photos, and a chance to interact with the wider community online.
- Find a Local Chapter: [Link to chapter list] - Look for an alumni chapter in your area. It's a great way to meet up with other alumni near you for social events and activities.
- Update Info: [Link to update form] - Please take a moment to make sure we have your current contact information so you don't miss out on important news and invitations.
We value your connection. Stay in touch!

Warmly,
The [Institution Name] Alumni Relations Team

4. Learning & Professional Development

Subject: Keep Learning with [Institution Name]

Dear [Alumni Name],
The world keeps changing, and learning new things is key to staying ahead. As a graduate of [Institution Name], you have access to special resources to help you keep learning and growing in your career and personal life.
We offer opportunities designed just for our alumni:

- Online Courses: [Link to course platform/library] - Explore our library of online courses to learn new skills or brush up on topics relevant to your field.
- Webinars/Workshops: [Link to events page] - Attend online sessions led by our faculty or industry experts on a variety of interesting topics.
- Library Access: [Link to library access info] - Access many of the academic databases and publications available through the campus library from wherever you are.
- Mentorship: [Link to mentorship program details] - Whether you want to share your experience or learn from someone further along in their career, our mentorship program connects alumni.
Keep your mind sharp and continue your learning journey with [Institution Name].

Sincerely,
The [Institution Name] Professional Development Team

5. Institutional Pride & Advocacy

Subject: Share Your [Institution Name] Story

Dear [Alumni Name],
Your time at [Institution Name] gave you unique experiences and memories. Your positive stories are the best way to show others what makes our institution special and why it's a great place to learn.
We invite you to share your pride and help us tell the [Institution Name] story:
- Share Your Story: [Link to testimonial submission form or social media hashtag] - Tell us about your favorite memories or how [Institution Name] impacted you. We might feature your story!
- Represent Us: [Link to volunteer page] - Volunteer to represent [Institution Name] at college fairs or other events to talk to prospective students about your experience.
- Engage Online: [Links to social media profiles] - Like, share, and comment on our social media posts. This helps our news reach more people.
- Refer a Student: [Link to referral form] - If you know a student who would be a great fit for [Institution Name], encourage them to apply and let us know.
Your voice is important in helping us build a strong future for [Institution Name].

Best regards,
The [Institution Name] Communications & Alumni Relations Team

Conclusion

We hope we’ve given you some new ideas and motivations to make the most out of your email channels. If you’re looking for a tool to streamline your communication efforts, let us know and we’d love to show you how we can help.

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