I have been running a number of E-mail campaigns for Universities across the country. An interesting phenominon has occured in that the smaller the campaign, the higher the response. The key has become how to focus on the EXACT market segment you want and then focusing your message on those prospects. I have recently gotten over 50% open rates and as high as a 32% click through rate for two schools on highly targeted campaigns which delivered over 1,200 new prospective students to these schools.
What are the keys to their success?
1) Their market segments they are reaching were very specific. RN's and MBA degree prospects.
2) They identified the benefits of attending their school over their competitors. BENEFITS, not FEATURES.
3) They know who their key competitors are, and focus on pointing out why they can exceed their competitors programs.
4) The message is simple, 5 or 6 bulleted points at the most.
You don't need to have a complex message filled with graphics and images. Keep it simple, to the point and those who have an interest will follow.
If you need to learn more about E-mail marketing and prospect development contact us today and we will be happy to help you acheive your admissions goals.
David Fant
Owner
Market Mapping plus LLC
David@marketmappingplus.com
Monday, June 27, 2011
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