Email marketing is one of the best ways to get information to your customers. Since students, parents, and alumni need to subscribe to be on your email lists, you know they want to receive information from you. But how do you increase engagement? Here is a list of dos and don’ts for email marketing.
Practices to avoid with email marketing
- Inconsistent branding
While most bookstores are good at showcasing their branding in their email marketing, sometimes branding can fall through the cracks. Make sure all emails include your school logo and colors, keep your fonts and font color consistent, and be consistent with the type of photography and icons used. This will ensure your readers recognize your emails and won’t have to try and figure out who the email is from, potentially leading them to unsubscribe.
2. Not including personalization
With today’s marketing tools, personalizing emails is becoming easier than ever. By personalizing the subject line of your emails, you’re emails are 26% more likely to be opened. Personalized messages can increase click-through rates by 14%. For Gen Z in particular, one of the best ways to grab their attention is to make it clear as day how the email is relevant to them.
3. Poor testing
A big mistake that can be made is not testing emails before they deploy. Utilizing methods such as A/B testing can lead to higher open and click rates and give you a better idea of what your audience is looking for.
Practices to implement with email marketing
- Personalized subject line
No matter the size of your university, students, parents, and alumni, want to feel apart of the community. Personizing the email subject line is the best way to do this. Personalization might include using the recipient’s name, their major, or graduation year. If you know their online puTips for Creating Effective Email Campaigns in Higher Educationrchase history, providing recommended products is also a great way to keep them engaged.
2. List segmentation
Ensure that the correct messages are going to the correct people. You don’t want to send an alumni information about freshman specials. Just like you don’t want to send faculty information about parent apparel. When your contacts subscribe to your emails, make sure you are gathering information like their graduation year, major, and if they are a current student, parent, alumni, or faculty so you can send them the correct messages.
3. Include captivating copy
When sending an email, add some captivating copy to keep your readers interested. Be sure the information is relevant and prepares students for college life.
Are there best practices that you’ve found through your email marketing campaigns? Share them in the comments below.