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Email Marketing Tips for Higher Education

By | November 28, 2012

Many high school students check their emails on a daily basis. With more and more students researching colleges and applying online, it is important to reach out to them with information when they are in the beginning stages of their college search process. Remember not to overwhelm these prospective students with too much information, though.

Students follow a path of researching, considering and committing to a college. When students begin their search, they often don’t know where to start. There are hundreds of colleges available with competitive programs, and many of them have prestigious reputations. That’s why schools should be sure to reach out to students in the research and consider modes.

Creating an email marketing campaign can help your institution connect with students who may be on the fence when trying to decide which college to attend. Follow this process to start reaching out:

1.       Build a Quality Opt-in Database

Capturing the email address of a prospective student is the most important part of building your marketing database. Once you’ve obtained their email address, you can start sending them more information about your institution. After establishing that communication, you can ask if they would also like to receive mobile updates.

2.       Time Your Emails

Keep your audience in mind when sending out emails. Students are in school during the day and engaged in extra-curricular activities in the afternoons, so they check your emails during daytime breaks. Higher education institutions have to be aware of the timing of their emails since students apply to colleges from all over, including other countries. Schools want to reach people in different time zones, so be sure your emails reach out-of-state and international students in plenty of time for them to read and respond.

Timing your emails is especially important if you ask prospective students to RSVP for an event, whether it’s an open house, orientation, or networking event. You want to time the email so students will not only have time to read the email but also make plans to attend the event and RSVP.

3.       Create Short, Concise Content 

Keep the content short and to the point. Nobody likes to read long emails with excessive information. If you have a lot of information to share with the recipient, summarize it so they can quickly pick out the key points. You also want to avoid sending an overwhelming amount of emails. Keep in mind that prospective students are researching and applying to multiple institutions. Limit your emails so prospective students are motivated to open and read them rather than delete them.

4.       Optimize for Mobile

Many people use their mobile devices to check your emails, so it’s important to optimize the emails you send for mobile use. It is difficult to read large emails on a smartphone screen. Also if your email contains a lot of images, it may take a while for those emails to load. Make sure the email is easy to read on multiple devices such as phones, tablets, and e-readers, as well as computers.

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To learn about how to earn more revenue in email marketing by making the inbox, check out our white paper covering 6 secrets to improve email deliverability. 

Case Study: Email Deliverability

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About Michael Kartson

Michael Kartson is a Senior Account Executive at Fathom (since 2008) specializing in management of online marketing campaigns for the education and financial verticals. A graduate of John Carroll University’s Boler School of Business, Michael excels at bringing problem-solving skills, strategy and execution to all of his clients. He has an excellent history of delivering companies with tactical strategy for their online marketing plans. Michael also brings over 7 years of experience to paid search and display campaigns, including management and optimization focus on improving ROI and gaining market share from competitors. He manages a team of talented specialists across several departments to help identify market opportunities while measuring ROI. In addition he has helped clients expand into video, social, and email marketing to widen their online presence.

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