Each month, StudentBridge hosts webinars centered around various aspects of the higher education industry. Our webinars offer valuable insight for higher ed professionals regarding recruitment and retention. In February, our very own Sales Operations Manager, Patrick Creagh led the discussion about how to write emails that work in 2020.
Not much has changed since last year in terms of email marketing. In 2019, Patrick led a similar webinar about the relevancy of email. The figures below represent some of the email trends in 2019:
- 98% of students will share their email address with you
- 63% of seniors will reach out to a college or university via email
- 51% find their way to your .edu site via email links/CTAs
- 52% expect personalization that anticipates needs with relevant suggestions
These numbers mean that email can be a powerful tool for reaching prospective students, whether that be high schoolers or non-traditional students. For this reason, having a call-to-action in emails, on landing pages, and in social media posts will be important so prospects can easily get in touch with the school.
How does emailing compare to social media and direct mail?
- Email is 40x more effective at acquiring new customers than social. One of the reasons for that, especially in higher ed, is that social media is great for spreading brand awareness and establishing low-commitment engagement.
- One dollar spent in email marketing equals thirty-eight dollars in ROI. Email is one of the cheapest forms of marketing to utilize. It can be expensive to send direct mail to a large number of prospects.
- 46% of students prefer appealing graphic designs over static text only. Plain text emails won't stand out among others in one’s inbox, so it is advantageous to send emails with attractive designs.
How to Craft an Email That Works
“An email that works” is an email that converts and drives prospective students to take the desired action. When you send an email, it should lead the receiver to a specific part of a website or source of information with the ultimate intent of moving them down the funnel.
Before You Start Writing an Email… Stop! Before crafting an email, consider these questions:
- What is the purpose of this email?
- Who is receiving the email?
- Will this email be relevant to the recipient?
The webinar continues by giving specific details on how to craft the body and conclusion of the email in order to gain the most successful results.
All-in-all, the key takeaways for this webinar include:
- Segment your database to make your emails relevant – Divide your prospects based upon their demographic information (major, location, interests, etc.) to make sure relevant emails go to the appropriate parties.
- A single CTA should be the foundation of the whole email – Many marketing emails contain An overwhelming amount of information and calls-to-action. By narrowing down to one CTA, prospects are more likely to engage with information.
- Less is more; quality over quantity – Sending moderate, targeted emails with personalized rich media is more beneficial than sending frequent, trivial emails.
- Use your data to improve your strategies – By using email marketing data tools, analyze any helpful information that can help drive your strategies.
Looking for more solutions? At Student Bridge, we have over a decade of helping colleges improve their enrollment and retention rates. Contact us today to learn about how we can help you use digital marketing and data analytics to improve your enrollment numbers.