"Field Notes" is an occasional Connect column covering practical and philosophical issues facing admissions and registrar professionals. The columns are authored by various AACRAO members. If you have an idea for a column and would like to contribute, please send an email to the editor at connect@aacrao.org.
by Becky Tankersley, M.Ed., Communications Officer, Enrollment Services, Georgia Institute of Technology; Chair, Recruitment & Marketing PAC, AACRAO
Take a quick look at your inbox… if it’s anything like mine, there are dozens of messages waiting for you, some of which are important, many of which are not. Most of the emails you see are probably common… transactional… nothing particularly special or outstanding. But perhaps a couple of intriguing subject lines catch your attention.
When it comes to the students we recruit to our respective institutions, their inboxes look as full as our own. How would you categorize the emails your college is sending out? Are they common… transactional… nothing special? Or are your emails intriguing enough to warrant a click from an already overwhelmed high school student?
We encourage students to look for the right fit—but we are the ones responsible for telling our stories! We are educators, yet we are also marketers, trying to stand out among a crowd of hundreds of colleges. Here are a few tips on how can you be sure your story stands out in the inbox.
Know your audience, know your data. Your marketing is only as good as your database. If you’re using a CRM then you already have a wealth of data at your fingertips. Review prior email communications for open rates and click rates. What worked? What didn’t? Are there any surprises? Sometimes the most popular click isn’t the one you expect. Look for trends in your historical data and use it to your advantage on future messages.
Test your subject lines. Invest a few months in testing your subject lines by using a standard subject line for your control group, and varying the subject line for your second group. Do you see any differences in open rates and click rates? Also test your content by using different stories for different groups. Again, look for what worked, and what didn’t, in your campaigns.
Don’t bury the lead. Cut the fluff and get to the point, Think like a news writer and open with your lead. Get to the point quickly—keep in mind you have 8 seconds to get the attention of your reader, or they’re moving on to something else. Good emails are clear, concise, consistent, and correct.
Clean up your copy. Cut out any unnecessary words (good examples include that, really, very, literally, and just). Avoid using a lot of academic-speak. Utilize a variety of headings, bullets, numbers, or selective bolding to break up your content and make it easier for your reader to skim.
Give one clear call to action. What do you want them to do? Sign up for more information? Apply for admission? Register for an event? Deposit and enroll? Don’t muddy the stream for your reader… think about the emails you receive that have one clear call to action, as opposed to three or four. Don’t divide your reader’s attention!
Think mobile first! Whether it’s an email, website, or landing page, think of mobile design first. Be sure your format is responsive so that it works on both a desktop and mobile device. Students are on their phones long before they arrive at a laptop—make sure your messages are easy to read on whatever device they use.
Conduct focus groups and/or surveys. If you want to know what works, then ask! Your office may not have the capacity to conduct focus groups on a regular basis. Email surveys are a great way to gather information. Also consider surveying your visitors. If you have a group of people waiting to take a campus tour, take a moment to ask them a handful of questions. And don’t forget about your student workers! Ask them what grabbed their attention, and what fell flat, in their college search process.