Business schools are able to offer potential applicants unique email experience which can have an important advantage in drawing increased attention and engagement.
Want to make sure your email marketing material is as effective as it can be? Here are five steps that can help:
1. Segment Your Audience for Personalized Email Marketing Campaigns
Students are composed of many sub-groups distinct from each other in a number of different ways. It is crucial that your email marketing efforts reflect this reality by segmenting the audience for its emails into distinct categories that can receive customized content reflective of their concerns and desires. According to statistics from Mailchimp, segmentation can result in an average of 14.31 per cent more email opens and 100.95 per cent more clicks within the email, both of which are likely to lead to a boost in conversion and recruitment over time. Here are a few common ways that schools segment their email audiences for the most effective communication:
- By stage in enrollment process
- By location
- By interest
- By combinations
2. Make Email Content Clear, Fascinating & Simple
It’s important that recruitment professionals take time to craft content that cuts through the noise and gets their messages seen, opened, and read. It’s important to make your email stand out in the inbox by giving it an irresistible subject line. And when it comes to the actual body text within the email, less really is more. People don’t open their emails expecting or wanting a lengthy piece of writing.
3. Ensure the Visual Design of Your Mails Works on all Devices
It is likely that a fair number of prospective students will access their email across multiple devices. This means it is important to pay attention to the visual design of email campaigns created by your school, and ensure that they will look good no matter which device they are viewed on.
4. Use Email Analytics to Track the Performance of Your Campaigns
Key metrics like the number of opens, clicks, forwards, conversions, and subsequent browsing of your website are all valuable indicators that can be tracked in email marketing analytics. Be sure to set up your Google Analytics attribution so that you can see the specific email campaigns that are drawing in website visitors. This can help ensure you have an understanding of the performance of not just your email marketing as a whole, but of each specific segment.
5. Use A/B Testing to Evaluate New Formats
Testing new approaches to formats, layouts, subject lines, or calls-to-action will help you improve the performance of your campaigns and keep your content fresh and engaging. For best results when trying out new approaches, it’s advisable to use A/B testing. This is a process that splits a selected audience segment into two different groups, sending each a different variation on an email. You can then monitor engagement and conversion levels of each group to see which variation was more effective.
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