Email Marketing Strategy: Key Tactics for Higher Education

When it comes to the creation of strategies for education marketing, things will move very quickly. Marketers must work hard to stay ahead of the times while dealing with young-minded readers. Some great tactics can be beneficial when preparing a marketing strategy for higher education. By using these tips, you will be able to reach your target group and present the latest information to students who express an interest in higher education.

Email Marketing Strategy: Key Tactics for Higher Education
Email Marketing Strategy: Key Tactics for Higher Education. Photo by Jakob Owens

Seeing as there has been a downturn in the number of student enrollments at universities, there is pressure to deliver strong marketing tactics in attracting new students’ interest. Smart and modern institutions are turning their focus towards improving digital marketing to make sure money is spent well, and that new potential students are being reached.

Table of contents

Target Audiences are Key
Enhance Emails with Images
Higher Education Email Marketing Using Social Media

If you are looking to improve your higher education marketing strategies, consider the information provided here. This will help you prepare a strategy that will deliver results and will cater to those seeking information on higher education.

Target Audiences are Key

For the success of higher education email marketing, it is essential to know your audience. Education is a unique niche that attracts people of all ages from all living areas. It is also a high-investment niche, so students will take much time to consider where they should invest their money for higher education.

When determining a target audience, different things should be considered. The audience can be made up of many different groups, and these may include:

  • Those looking for a change in career
  • Parents who are returning to school
  • Returning students
  • Recent high school graduates

Each of these groups will have different needs and interests, so it is important to address them individually. Not every high school graduate will know what program they want to enroll in, but those returning to school may wish to pursue a higher degree in a current course of study. By knowing the target audience’s details, emails can be created to provide specific information that will be useful to these potential students.

The target audience can be further segmented by collecting information from initial contacts and email forms. Most interested students will have reached out to the university using an online form. These forms collect basic data that can be used to segment groups of students. A target audience may be divided into groups by enrolment status, interests in sports or clubs, desired major, home location, and educational expenses.

The goal is collecting as much information as possible about possible students so that information can be sent that will meet their needs and interests. Sending generic information will turn students away, which is why it is essential to have target audiences and cater to their educational needs and desires when sending any forms of communication. Always know your audience and be sure that emails ate targeted towards a specific group.

Enhance Emails with Images

Email marketing is still a cost-effective tool that can yield great results. However, it has to be done right. According to an expert that scrutinized and found the best online math tutoring website and other platforms: “One of the best ways to reach students and catching their attention is by making use of bold images and pictures. Emails do not solely have to rely on text, nor do they have to be formal”. While email is one of the older marketing strategies used by higher education institutions, it is still very effective. It is possible to enhance its effectiveness by making the email visually appealing.

Enhance Emails with Images
Enhance Emails with Images. Photo by Stephen Phillips –

Not only will you grab the attention of the student, but this is a perfect chance to showcase the highlights on campus. Use images to promote a unique brand or offer a glimpse at the latest science lab or dorm areas. Studies have shown that emails containing images will engage students more and be more successful when used as a marketing tactic.

The modern student learns in many ways. They do not rely on just reading information. Visual effects and pictures play a major role and can deliver a powerful message about the university. Make use of recent images that focus on the interest of the student.

Higher Education Email Marketing Using Social Media

Social media is one platform used by millions of students worldwide, so it makes a perfect place for higher education marketing. Using social media tools, institutions can target a certain individual based on age, location, and current education levels. When a university takes part in social media, there is a larger audience that can be reached. This allows the school to advertise programs, showcase the campus, offer interviews with professors, and more.

Social media will also allow students to signup for newsletters, adding them to an email list for future communication. Another great way social media can be used as a marketing tool is by using interest groups. With these, groups can be created that attract certain members, and emails can invite students to these groups. This could be alumni from past years or groups of students who have an interest in attending. There can even be groups for those to discuss reviews regarding entry exams.

No matter how emails are sent, whether they are individually addressed or part of an email automation system, there needs to be prompt response time. In higher education, time is everything, and students do not want to wait for answers. Unanswered emails will result in the loss of interest, and students will look elsewhere to find what they need.

Fast email responses not only keep the attention of the student but also helps in building a great reputation. Universities want to have open communication lines with all students, which is why emails should always receive a prompt response. Any response that takes more than two days is too long, resulting in the loss of a potential enrollment.

Published by Tommy Droste

, Windows Insider MVP, MCP, MCITP EA and SA, has almost six years technical writing experience. He is now the author of Pupuweb Blog. Before working as a writer, He was a technical support helping people to solve their computer problems. He enjoys providing solutions to computer problems and loves exploring new technologies.