Four Email Marketing Tactics to Drive Enrollments

Liz Kistner - Monday, October 27, 2014

Before the dawn of the Internet I used two cans and a string to communicate to my friends.  Communication has changed since the 1970's.  With the growth of email marketing flooding your prospect's inbox how do you stand out above the competition?  What is the most important purpose of your email campaign?  According to a BtoB survey "Email Marketing:  A Legacy Channel Continues to Deliver" 33% use email marketing for customer acquisition followed by 27% used for lead nurturing, 17% for brand awareness.  Four email tactics used to drive enrollments:   

  • Quantity or quality?  Having a better understanding of your student's key demographic and lifestyle traits through segmentation analysis is a more effective way to email marketing.  According to Forrester Research "The ROI of Email Relevance", Email marketers who employ segmentation strategies including the use of Web site behavior as well as humanizing offers with product review content and data are four to six times more effective than those marketers who blast the same message to every subscriber.
  • The success of an email campaign is determined by more than the look and feel of the message.  Today it's all about quantifiable results. Lead nurturing and email automation can help to move your prospects through the funnel more quickly.  Track, measure, and report results with an automation tool that helps you understand right time, right message, as well as which prospects are most likely to enroll.  Send triggered emails based on the recipient's actions and behaviors.
  • Attention spans are shrinking.  Focus on long-term engagement using best practice "From" lines and "Subject" lines.  The name on the "From" line is critical as recipients open emails from senders they know and trust.  Your "From" line is your branding identification. Using a person's name is best only when the prospects have already had direct contact with that person.   Otherwise, use the name of your university.  Use it consistently to establish instant recognition and trust. "Subject" should convey a message of importance and/or one with timely information. Be creative, incorporate a sense of urgency, highlight the primary offer, and keep it under 40 characters.
  • Create focused landing pages that match your brand and email campaign.  Avoid dumping the prospects on the home page.  Instead optimize with one goal in mind: conversion.  Reinforce your conversion goal by a using call to action from the email campaign to the landing page, and embed readable URL's that engage a call to action from your prospect.  Other factors that affect your success rate include: number of links, landing page location, design and layout, location of landing page, and amount of text. 

Email marketing continues to evolve.  Success is more than just blasting to your prospect database.  Test content, subject line, call to action links, and demographic/lifestyle segments.  Use metrics to evaluate campaign results and adjust accordingly.

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