Targeted Email Marketing Strategies in Higher Education. Universities considering using email marketing should first decide the appropriate audience for the campaigns. Audiences include future students and parents, alumni, other donors, and even future faculty and staff.
The key to the best marketing ideas involving broadcast email campaigns is to consider thoughtfully how to get messages across in the time needed and within the marketing budget.
With all university email marketing campaigns, follow the golden rules:
The University of Manchester invested in email marketing management to improve its student recruitment. The university’s strategy is part of a communications program that will send relevant, timely and, hopefully, compelling information to prospective students.
Another good example of university email marketing management and strategies is found at Bond University in Australia. Bond uses email campaigns to engage alumni by sending emails to tens of thousands of alumni worldwide.
Bond emails several online publications such as those targeted to update alumni using clean templates with very simple navigation and short, punchy information.
Most universities that use email marketing to send publications to alumni or prospective students include “read more” links after the first sentence of each longer article. Readers can graze the content and drill into the stories to read them completely.
Increasingly, universities are using email campaigns to invited segments of a database to events, such as open houses, tours and receptions, and collect registrations online. With such targeted email campaigns, the following tips will lead to greater success:
Email marketing campaigns for universities are the leader in reaching broad audiences in a targeted manner. Higher education marketers have plenty of audiences including alumni, donors and future students and providing timely, relevant and compelling email messages are a key tool.