In response to the COVID-19 epidemic, higher education institutions in the United States are launching remote learning programs this school year. In reality, more than half of universities will have a distant learning option.

With fewer opportunities for face-to-face engagement in the next school year, email communication is more important than ever.

A well-planned email campaign is the key to successful communication. This not only keeps current students linked to one another, but also to school activities. It also attracts potential students and keeps alumni involved in university activities.

Here, we’ll look at proven email marketing methods that can help you get results.

Why is email marketing useful?

Email marketing is a wonderful tool for keeping people in touch. After all, almost 2.5 billion individuals worldwide use email on a daily basis.

Unlike other channels, email may reach a huge number of people with a little expenditure. Furthermore, every dollar invested on email marketing yields a $44 average return on investment (ROI).

Email marketing is very powerful since it is so specific. In fact, email is roughly 40 times more successful than Facebook and Twitter combined in attracting new prospects. With email marketing, you can guarantee that the appropriate message is sent to the right individuals at the right time.

When done correctly, email marketing may increase enrollment and retention at an institution. It provides a technique to keep students interested while also boosting efforts that promote growth. With proper planning and execution, email marketing may be critical to the success of your higher education institution.

Inconsistent branding, unpersonalized emails, and failing to test contents before sending may all contribute to poor email marketing outcomes. Follow these guidelines to create effective higher education email marketing campaigns.

1. Create a subject line that responds to three essential questions

A decent email open rate is between 15% and 25%. The easiest approach to boost that number is to write a subject line that answers the following questions:

• Who sent the message?
• What does this message mean?
• What made them contact me?

Your subject line piques the recipient’s curiosity while conveying the email’s goal and significance by addressing these themes. Set readers’ expectations early on by being transparent. Inform them of the contents of the communication. Otherwise, your email may end up in the garbage, unseen and unread.

Western Governors University (WGU) utilized this excellent subject line in an email to potential students interested in pursuing a business degree. It provides solutions to the three main questions. It piques the audience’s attention by identifying the precise degree they are looking for. It also alluded to fresh options within the sector that readers may be interested in pursuing.

Subject line: “Introducing WGU’s NEW Bachelor of Science in Business Administration Degree”

Takeaway: Create targeted subject lines that inform readers about who is sending the email, what it is about, and why it is important.

2. Send a leader’s message

It’s common for students in higher education to feel like a number. Consider sending emails directly from a university leader to your student body. When an important individual takes the time to convey a message, the audience feels respected and seen as an asset to their institution. This promotes loyalty and trust.

These statements also convey the sense that collegiate officials are engaged in what is going on on campus. They are invested in the school, its constituents, and the achievement of a great experience for everyone.

Baylor University (BU) sends out scheduled emails from its president to keep students and faculty informed of current school events. Her texts provide detailed information about what’s going on behind the scenes, from registration to course delivery to food planning. These emails provide openness and give the listener the idea that she is really concerned about what is going on on her campus.

Takeaway: An email from a college leader emphasizes a message, makes the reader feel important, and fosters pride in the institution.

3. Keep in mind that the reader is the star while creating content.

Create a successful email marketing campaign by understanding your target demographic and providing material that is relevant to them. Your target audience includes prospective and existing students, as well as alumni, parents, and high school counselors. Each section necessitates a unique set of data. Increase engagement by sending personalized emails to certain groups. Whatever your target audience is, your message should be focused on them and their requirements.

Begin by segmenting your email list. Sort your connections according to their interests, demographics, and purpose. This will enable you to provide relevant information to the correct individuals and benefit your audience. Consider their trip once you’ve developed your student contact list. Use segmentation to identify which tailored message will have the most impact on them.

This is the message that Arizona State University (ASU) delivers to potential students. This highly targeted email is intended for high school students who are planning to attend college. It addresses the adolescent audience in a lighthearted manner that will appeal to this age group. The email contains useful information on initiatives to assist students prepare for the college application process. It even encourages self-care, demonstrating concern for the reader’s health and well-being.

ASU is gaining trust and boosting the possibility of bringing in more money by segmenting their audience and delivering unique communications.

Takeaway: Content that is tailored and focused on the reader’s requirements produces favorable effects. Provide offerings that are beneficial to your target audience. Demonstrate an interest in their academic and personal success. Create the foundation for a great, long-term connection.

4. Make use of strategically positioned photographs

In order to capture the reader’s attention, use huge, colorful photographs in your messaging. Even better, put them in the email’s header. According to studies, 42% of college students check emails before opening them. A carefully placed image may aid in increasing email open rates. They may also assist in branding your emails and promoting school spirit.

Remember to include alternate text in your emails to ensure that everyone can read them.

Pikes Peak Community College’s wonderful picturesque vista is one of its charms. In the top of their message, they include a huge shot of the school. It’s not only eye-catching, but it also tells potential students what they may expect when they come on campus. Their picture not only enriches their text email, but it also promotes their assets.

Takeaway: At the start of your email, include eye-catching photographs. This not only draws readers’ attention, but it also helps to brand your email and build school pride. Make sure to provide alternate text as well.

5. Create for a variety of devices

Business is no longer performed only via the use of fixed computers. More than 65% of college-aged students utilize several internet-connected devices at the same time. Students utilize desktop computers, tablets, and laptop computers for a range of tasks. In fact, 35% of individuals use a mobile device to access email. Create your message so that it is available regardless of how your readers get their email.

Make sure the eye-catching photos we discussed before are scalable and not distorted. All text should be formatted to accommodate multiple screen sizes. You don’t want readers to lose out on important facts because the characters were constrained by their mobile device.

This Central College email has been optimized for mobile viewing. Recipients may access this from anywhere and see that their gifts have been accepted. They’ll also be able to stay up to speed on financial information surrounding their school’s fundraising.

Wrap up

Email marketing is a vital tool for maintaining personal ties throughout your university. It is highly successful when created with the following guidelines in mind:

• Create a subject line that addresses three crucial points.
• Send a message from a leader
• Remember that the reader is the star while creating material
• Make use of strategically placed photographs.
• Design for multiple devices

Email marketing campaigns may be an effective approach to enhance audience engagement, promote brand loyalty, and raise tuition revenue if best practices are followed.