Marketing through email is a potent tool that can be used to keep people engaged. After all, almost 2.5 billion individuals throughout the globe use email on a regular basis.
Email, in contrast to other platforms, enables users to communicate with a substantial number of people for a comparatively little financial outlay. In addition, research has shown that every dollar spent on email marketing results in an average return on investment (ROI) of $44
Email marketing is quite efficient since it can be tailored to a specific audience. When it comes to drawing in new customers, email is roughly forty times more successful than both Facebook and Twitter put together. You can be certain that you are sending the appropriate message to the appropriate individuals at the appropriate time by using email marketing.
Email marketing that is well-designed has the potential to both increase student enrolment and enhance student retention rates. It provides a method for maintaining the active participation of the student population while at the same time promoting efforts that drive progress. Email marketing may be an important factor in the overall success of your educational institution if you approach it with the appropriate level of planning and execution.
Higher education email marketing may be effective if you follow these four suggestions.
Even while many educational institutions in the higher education sector have email marketing campaigns in place, these programs often lack organization and efficiency. Fortunately, these challenges may be conquered with the assistance of some excellent software businesses that specialize in email marketing.
Poor outcomes in email marketing may be caused by a number of factors, including inconsistent branding, emails that aren’t tailored, and a failure to test messages before sending them. If you want your email marketing efforts for higher education to be effective, use these guidelines.
1. Compose a subject line that addresses the following three primary concerns:
Emails with an open rate of 15% to 25% are considered to be successful. The most effective strategy for increasing that number is to compose a subject line that provides answers to the following questions:
- Who was the sender of the email?
- What exactly does this message mean?
- Why did they choose to communicate with me?
By addressing these concepts in the subject line of your email, you may capture the curiosity of the receiver while also conveying the goal and meaning of the communication. Establish credibility with your audience from the very beginning by being open and honest. Give them an explanation of what the message says. If you do not take precautions, your email may be deleted without being viewed or read by its recipient.
The Western Governors University (WGU) employed this powerful subject line in the email that they sent to potential students who were interested in pursuing a degree in business. It provides a response to each of the three primary questions. It does this by saying the particular degree that the audience is looking for, which generates attention. It also makes references to new chances that may be available in the industry that the readers may be interested in pursuing.
Subject line: “Introducing WGU’s NEW Bachelor of Science in Business Administration Degree”
Takeaway: The main takeaway here is to compose targeted subject lines for your emails that inform readers about who sent them, what the email is about, and why it is important to them.
2. Have a message delivered from a senior official
Students often report that they get the impression that they are just a number in higher education. You may want to think about sending emails to your student body that are sent directly from a leader at the institution. When an important individual takes the time to deliver a message to a group of people, it gives those people a sense that they are respected and helps others see them as an asset to their school. This contributes to the development of loyalty and trust.
These statements also convey the impression that officials of the academic institution are actively participating in the activities that are taking place on the campus. They have a vested interest in the school, its constituents, and the achievement of a successful and enjoyable experience for everyone involved.
In order to keep people informed about what’s going on at Baylor University (BU), the university’s president sends out emails on a set timetable. Her communications provide detailed information about the activities that are going place behind the scenes, including registration, course delivery, and food planning. These emails provide openness and convey the appearance to the audience that she is really concerned about what is going place on her campus.
Takeaway: The main takeaway is that receiving an email from a campus leader lends credibility to a communication, provides the recipient the impression that they are respected, and instills a feeling of pride in the educational institution.
3. Remember: Keep in mind that the reader is the focus of your material while you are writing it
You may make your email marketing campaign more successful by getting to know your target demographic and producing material that is tailored to their interests. Your target demographic includes current students, prospective students, graduates, parents, and guidance counselors from high schools. Each component calls for a distinct kind of information. Increasing engagement via the use of personalized emails sent to certain groups Your message should focus entirely on the people you’re trying to reach and the problems they’re trying to solve.
Start by sorting your subscriber list into different categories. Organize your contacts into several categories according to their interests, demographics, and purposes. This will assist you in sending material that is pertinent to the appropriate individuals and will be to the advantage of your audience. After you have developed your list of students to contact, you should think about their path. Applying segmentation to a group of people can help you discover what kind of personalized message will connect with them the best.
This is a message that would be sent to potential students by Arizona State University (ASU). This extremely specific communication is directed for seniors in high school who are making preparations to continue their education in college. It has a tone that is humorous and approachable for people of this age, which makes it relevant to the audience of teenagers. This email offers students with useful information on possibilities that can better prepare them for the process of applying to colleges. It goes so far as to encourage self-care, demonstrating a concern in the health and welfare of the reader.
ASU is gaining the public’s confidence and raising the possibility that it will bring in more money via the use of audience segmentation and the development of tailored communications.
Takeaway: The main takeaway here is that content that is tailored specifically to the requirements of the reader produces fruitful outcomes. Provide your audience with services that will benefit them. Demonstrate an interest in both their academic and personal accomplishments. Establish a productive foundation for a partnership that will endure a long time.
4. Make use of photographs that are appropriately positioned
In order to capture the attention of the reader, your communications should include huge, colorful photographs. Taking it a step further, you should also include them in the email’s header. According to studies, 42 percent of college students read the subject line of an email before opening it. Including a picture in the right spot may assist improve the number of people who read your emails. In addition, they may assist in the branding of communications and in promoting school pride.
Also, don’t forget to utilize alternate text while composing your emails so that everyone can read them.
The breathtaking panorama that can be seen from Pikes Peak Community College is certainly one of the institution’s selling points. They include a sizable image of the school’s grounds in the header of all of their communications. Not only does it draw attention to itself, but it also demonstrates to prospective students what exciting things are in store for them once they get on campus. Their image not only improves the readability of their email but also helps market their capabilities.
Email marketing is a crucial tool to keep personal ties across your school, and it should not be overlooked. It is very powerful when designed while keeping the following guidelines in mind:
- Create a subject line that addresses each of these three primary concerns.
- Please relay a word from a senior official.
- Always keep in mind that the reader should be the focus of your work.
- Make use of photographs that are appropriately positioned.
- Design for numerous devices
- Put a symbol on the call-to-action buttons.
Email marketing initiatives, if they are run in accordance with these best practices, have the potential to be an effective method for increasing audience engagement, boosting brand loyalty, and driving tuition revenue.