Is email dead? It’s been widely discussed as a potentially dying form of communication. In higher ed, it certainly seems that students and their families are harder to reach than ever and that the “standard” email templates and CRM communications are seeing diminishing returns.
The truth is, we are all experiencing inbox fatigue. How many times have you gotten annoyed or overwhelmed at the pure volume of promotional emails in your inbox on any given day?
But email isn’t dead – at least not good emails. Truly effective CRM communications containing engaging subject lines, relevant content, visual elements, and a clear CTA still prove to be immensely successful, not only bridging the gap between marketing and admissions but also enhancing the overall student experience.
So let’s explore how two tactics in particular – personalization and student interaction – will foster engagement and drive results for your institution.
Personalization in CRM Communications
Personalization is the art of customizing our communication and outreach so each student receives a unique and customized experience. According to the Niche Class of 2023 Fall Senior Survey, 67% of students were influenced by personalized and relevant information they received, yet only 9% reported receiving such outreach. Furthermore, the percentage of students who felt that all colleges looked and sounded alike nearly doubled from 15% to 27%. These statistics highlight the growing importance of differentiation through personalization.
Personalization can take many forms, including:
- Using the student’s name and merge fields.
- Customizing content based on interests.
- Sending a “Happy Birthday” message.
- Introducing the student to their admissions contact.
- Inviting students to events in their area.
- Sending messages tailored to their actions (e.g., visiting certain web pages).
Personalization should occur at all stages of the student journey, beginning with the pre-application phase. During this initial stage, institutions can collect data through request for information (RFI) forms, use simple merge fields to address students by name, explore their interests, and send personalized messages that resonate with their aspirations.
As students move into the post-application phase, personalization becomes even more critical. Customized checklists can guide applicants through the necessary steps, while dynamic portals offer tailored experiences that keep students engaged. By leveraging the interests identified earlier in the process, institutions can further promote yield and strengthen the student-institution relationship.
Personalize to Engagement Levels
Drip campaigns can be tailored to students’ varying engagement levels, ensuring that each communication is relevant and appropriately targeted.
- Cold leads typically include students whose names were purchased from a list or out-of-state prospects who are less likely to convert. These students require more general outreach to spark initial interest.
- Warm leads are those who have had minimal interactions by a specific date, indicating some level of awareness but not yet strong engagement. These leads benefit from content that encourages further exploration and interaction.
- Hot leads are the most engaged, showing high levels of interest, such as being attracted to a high-priority academic program or coming from a key feeder school. For these students, highly personalized messages that address their specific interests and needs can help move them closer to enrollment.
Personalize to Interests
Email content should enable students to envision themselves on campus. By customizing emails based on factors such as the student’s major, geographic region, and selected interests, you can create a more compelling narrative. According to the 2023 Hanover National Admitted Student Survey, 57% of admitted students cited a “good fit for what I want to study” as a top factor in selecting their final college.
Personalize via Checklists
For applicants, customized checklists in emails simplify the application process, making it easier for students to complete all required steps. Slate’s content blocks feature allows for detailed information to be dynamically added to emails, further enhancing the personalized experience.
Personalize via Web Interactions
Tracking student interactions with your website can inform your communications strategy. Slate’s Ping feature, for example, tracks web behavior and links it to student records. If a student visits your financial aid page, an automated message can be triggered, offering further assistance. This kind of targeted outreach is crucial, especially since 51% of students state that “overall value for the cost” is the most significant factor in deciding where to apply.
Personalize via Slate Video
Slate offers a platform for customized video experiences, adding a personal touch to your communication strategy. This tool can be used to send dynamic, engaging videos to students, enhancing their interaction with your institution.
Personalize via Content Blocks
Personalization can be significantly enhanced through the use of content blocks, which allow multiple export values to be built based on specific prompts. Each content block element can include as much or as little HTML text and formatting as needed, making it a versatile tool for creating tailored messages.
When crafting an email within the Deliver message, these content blocks are called upon using {{field | snippet: “content-block-key”}}. This ensures that when the email is previewed or sent to a student, the correct content is automatically merged into the message, delivering a highly customized experience that resonates with the recipient’s unique preferences and stage in their journey.
Student Interaction in CRM Communications
Student interaction refers to the use of tools and strategies that prompt students to take action in response to your communication. This can include everything from clicking a link in an email to filling out a form or responding to a survey. The goal is to move students from simply consuming information to actively engaging with your institution.
Interactive campaigns are more engaging and memorable, helping to set your institution apart in the eyes of prospective students. They also demonstrate your commitment to understanding each student on a deeper level, tailoring the experience to their specific needs and interests. By fostering two-way communication, you gain valuable insights into what matters most to students, allowing you to further customize your outreach.
To create an engaging and interactive experience, consider incorporating the following elements into your communications:
- Clear Call-to-Action (CTA) Buttons: Guide students toward the next step with a direct and compelling CTA.
- Follow-Up Forms: Use forms to collect additional information, further personalizing future communications.
- Surveys: Gather feedback and insights directly from students.
- Text Message Responses: Encourage two-way communication through SMS.
- Customized Portals: Provide students with a personalized online experience.
- Information Verification: Use interactions to confirm or update important student information.
Crafting an Effective Call to Action (CTA)
An email’s CTA is crucial in guiding students on what to do next. An effective CTA should:
- Draw attention through banners, buttons, or other visual elements.
- Provide clear and concise directives to avoid confusion.
- Use contrasting colors and appealing design elements to highlight the most important actions.
Gathering More Information With Follow-Up Forms
Follow-up RFI forms are a powerful way to gather more details from students after their initial inquiry. Here are two methods to incorporate follow-up forms into your strategy:
- Method 1: Link a follow-up form to a CTA in an automated email. This form can also be filled out by staff during direct outreach, such as phone calls.
- Method 2: Add a hidden section to the initial RFI form with additional questions that display conditionally based on the student’s response to a previous question.
To further simplify the process for students, consider sending pre-populated follow-up forms via email after their initial RFI submission. Including a conditional section in the initial RFI form can further tailor the experience based on the student’s responses, making it easier for them to engage without feeling overwhelmed.
In addition, allowing students to self-select their interests through various custom fields provides valuable data for later personalization. Encourage students to share interests that go beyond academics, such as student life, clubs, organizations, and other experiences. Asking direct questions like, “What would you like to learn more about?” helps gather information that can guide more tailored and relevant outreach.
Bringing Your CRM Communications All Together
These are just a few of the many ways you can transform your email campaigns into meaningful, student-centric experiences that drive engagement and conversion. And, as always, this work is never fully effective in a silo. Collaboration between marketing and admissions is key to a streamlined student experience. By aligning efforts on paid advertising, SEO, digital experience, and CRM responsibilities, institutions can present a unified message that is both strategic and impactful, ensuring prospective students receive consistent and valuable information throughout their journey.
If you’re looking to breathe new life into your CRM communications, hone in on lead nurturing strategies, or enhance collaboration across the enrollment marketing funnel, we’re here to help. Reach out to us to continue the conversation about creating impactful, tailored email campaigns that resonate with your prospective students and foster deeper connections. Let’s work together to make your institution stand out in the inbox.
