Email strategies for prospective students

Email strategies offer valuable customization opportunities for your audiences. Utilize segmented email campaigns to get students in the door, and stay engaged with your school.

Illustration of a laptop, email icon and a bar graph trending upward.

After using your website to effectively drive prospective students to a Request for Information (RFI) form, what do you do with their emails to keep them engaged while they explore other college websites? What do you do to keep prospective students engaged and encourage them to start their higher education career at your institution?

Performance-based funding relies on prospective students enrolling, succeeding as students and ultimately, graduating from your institution. And although a student’s success is up to them, there is a lot schools can do to ensure they’re being clear about academic offerings and student experience so students who enroll know exactly what they’re signing up for. One way to do this is through segmented follow-up email campaigns.

Creating an email marketing strategy to keep prospective students in the loop

The first question to ask yourself is whether or not your website provides an easy way for prospective students to provide their email for more information. If you don’t have Request for Information (RFI) forms incorporated throughout your website, you’re missing out on valuable opportunities. If you do have RFI forms and they already include questions about student interests and academic pursuits, then you have a strong foundation for creating meaningfully segmented email lists.

Ideally, your team should have emails pre-written as part of a follow-up recruitment drip campaign. These campaigns should be automatically triggered when students fill out your RFI forms, and the information should be customized based on their stated area of academic interest. If you don’t already have these segmented, automated responses created, this would be a great place to start.

Potential students aren’t spending hours on your website trying to make your school fit into their interests. Therefore, you can directly cater to their interests using the information you receive from an RFI form response.

  1. It will make them feel seen and understood, and provide helpful links and insights directly related to information they’ve already told you they care about, thus deepening their relationship with your school.
  2. It will drive them back to content on the website specifically related to their areas of interest — academic programs and related clubs.
  3. It provides an opportunity for you to include helpful information as well as about the application process, career counseling, available grants and scholarships.
  4. It provides potential students an opportunity to opt in to your email list which can include topics such as the application process, grants and scholarships, upcoming events, career counseling, admissions appointment sign-ups, school tours, departmental information sessions and even application and interview success tips.

The emails in the automated RFI response should be sent within a couple days and offer calendar availability for a phone call. This will allow students to easily sign up for a short information call to learn about next steps from a real person, thus increasing the likelihood that they take the next step and fill out an application. 

Unlike social media likes and follows, emails are owned and give you direct access to prospective students. Leading with the interests of your audiences is a great way to keep them engaged and aware of your content. We can help you leverage this tool to share your institution’s unique value proposition in order to improve recruitment and retention efforts.

Creating a strategic email marketing plan that includes custom segmentation can be a lot of work. Let us take that off your plate!