A lot has changed in enrollment marketing over the years, but there remains one constant – institutions big and small all want to capture the attention of prospective students. And with so many options available to those students, it’s essential for colleges and universities to connect with prospects on a deeper, more personal level. Amid the constant stream of outreach that students receive, personalized marketing is no longer just an advantage – it’s a necessity.
Personalization refers to tailoring marketing messages, offers, and experiences to the unique needs and preferences of individual students. It’s about delivering relevant content that resonates with their goals, aspirations, and interests, making them feel seen and valued. This approach also ensures that an institution remains top of mind. According to a survey conducted by EAB in 2024, 93% of students said that receiving a personalized message from a college would encourage them to explore a school further.
Now that we’ve established the importance of personalization, let’s dive into the specific benefits that it brings to your marketing and recruitment efforts.
Increased Engagement with Prospective Students
One of the most significant benefits of personalized marketing is its ability to drive higher levels of engagement. When you are communicating with prospective students, they want to feel that you are speaking directly to them. Take email for example. According to Experian, emails that have a personalized subject line are 26% more likely to be opened.
But personalization goes far beyond just adding a student’s name to an email. By leveraging prospective student data, institutions can provide more meaningful interactions. One way universities can enhance the experience for prospective students is through website personalization. This approach tailors the content that a visitor sees on a website based on what the website knows about them – such as their interests, previous behavior, or location. This level of personalization can drive strong engagement.
Take our work with Loyola University Chicago, for example. When we implemented a personalized program finder functionality and robust, modular program pages on their graduate admission website, they saw their engaged sessions increase by 167,000. Beyond driving engagement with prospective students, personalized marketing also delivers significant results at the bottom of the funnel.
Stronger Conversion Rates
Throughout the process of choosing a college, students frequently receive messages from institutions in their consideration set. However, many prospects don’t feel that colleges are speaking to them directly. According to a survey conducted by Niche, only 15% of students said that colleges were sending them information that was relevant to their interests and what they cared about. That’s why sending relevant information is key.
For example, if a prospective student completes an inquiry form for a specific program, do they receive information tailored to the program they expressed interest in, or are they added to a generic, institutionwide email drip campaign? Alternatively, if a prospective student clicks on an ad about transferring credits to a bachelor’s degree, are they directed to a landing page tailored to their experience as a transfer student, or are they sent to a generic landing page?
Overall, students who receive information tailored to their interests are more likely to convert. According to the same Niche survey, 87% of students who received relevant information from a college reported that it influenced them to more strongly consider the institution. We’ve experienced this phenomenon firsthand in our partnership with UC Davis. Utilizing personalized, segmented outreach efforts, they drove open/click-through rates three times the industry average: 73.16% open rate and 12.96% CTR, ultimately enrolling 3,200 students over that year’s projections.
Increased Retention
Personalization doesn’t just stop at recruitment – it can also play a crucial role in student retention. By providing ongoing, personalized communication and support throughout a student’s academic journey, institutions can build stronger relationships that increase student satisfaction and retention.
One powerful tool for achieving this is maintaining your CRM as a centralized repository for student data. Don’t just let your CRM collect dust – consistently log individual interactions, document student goals, summarize meetings, and flag at-risk students to proactively reach out and provide personalized support, significantly improving the student experience. According to research by Educause, colleges that apply CRM analytics see a 15% increase in student retention.
The application of student data can make significant improvements to email campaigns for current students. Increasingly, students expect institutions to provide them with relevant information that aligns with their academic experience. For example, a recent survey conducted by Anthology found that 90% of students want reminders about their academic due dates, 89% of students want personalized recommendations of courses to take based on their career goals, and 82% of students want information on social events. By using CRM data to create meaningful, personalized messaging, universities can provide better experiences for students that lead to stronger retention outcomes.
A Cornerstone of Recruitment
Personalization shouldn’t just be the icing on your “outreach” cake; it should be a cornerstone of student recruitment and retention strategies. By delivering personalized marketing messages and experiences, institutions can build stronger connections with prospective students, leading to stronger enrollment outcomes. As the demand for relevant, personalized content continues to rise, institutions that embrace personalization will be better equipped to meet these expectations and ensure long-term success.
Looking to improve your personalization efforts? Need an expert opinion on your current outreach efforts? Meet with us and receive a complementary lead nurturing evaluation.
