Nov 18, 2024
Persona
It’s no secret that colleges are vying for the attention of a dwindling population of prospective undergraduate students. With the interests and concerns of our audiences ever-evolving, so must our Slate email communications. We’ve compiled a list of our top recommendations from the 2023-2024 admissions cycle for you to implement in your own Slate instance.
1. Connect as a Human
Anyone can go to your website and read your fast facts, see your facilities, and learn what majors you offer. But, human connection is the real key to building higher-level relationships with students. Incorporating elements that bring in the voices of real students and admissions counselors throughout your campaign helps build authenticity and trust with the recipient.
Student testimonials provide real-life perspectives that resonate more deeply with high school students in the middle of their college search. Allowing students to hear from other students can highlight your institution’s vibrant community and foster a sense of belonging ahead of them even before they step foot on campus!
Alongside student messages, admission counselor emails can provide a face to the name of your institution while providing an easy point of contact for any and all questions the student may have throughout their journey. Therefore, we recommend multiple counselor communications in your drip campaigns in addition to any existing 1:1 communications a counselor may be sending.
2. Personalize Whenever Possible
Personalization transforms generic emails into compelling narratives that resonate with recipients, driving higher engagement and response rates. Slate gives us the power to use merge fields, content blocks, and liquid markup in our deliver campaigns. Personalization in email communications is crucial for enhancing and driving conversions through the student pipeline. By leveraging dynamic content in deliver, you can tailor your messages based on specific attributes such as geographic proximity, student type, and academic interests. This targeted approach not only increases relevance but also fosters a deeper sense of connection with the audience, establishing that your school has everything they are looking for.
Moving even further, you may want to try psychographic segmentation to go beyond demographic or geographic differentiators. For those interested in exploring this further, check out our blog post on how to build personas into your marketing strategy.
3. Keep it Fresh
Diversifying content in your email campaigns is essential for capturing attention and maintaining interest. We have found that successful emails incorporate multimedia elements such as photos, videos, student stories, and even Spotify playlists to create a richer and more engaging experience for the student. In fact, Slate Video was one of our favorite and top performing email types this year. If you haven’t already used Slate Video, check out our 2024 Summit Presentation all about it.
Emphasizing the principle of “show, don’t tell,” we encourage you to steer clear of text-heavy emails that can lead to scroll fatigue and discourage engagement. Instead, linking to platforms that provide additional information or foster connections without overwhelming text is a more effective strategy.
Alongside the “what” of the content of your email, consider the “how.” Including plain text emails throughout the campaign can serve a dual purpose: they land more frequently in the student’s inbox and remind students of the personal connections available to them at your institution. By balancing rich media with straightforward communication, you can enhance both engagement and connection with your audience.
4. Find the Right Ask
Calls to Action (CTAs) play a pivotal role in driving student engagement, but repetition can lead to diminished impact. When students encounter the same CTA repeatedly, they may become desensitized and less likely to click. To enhance effectiveness, it’s essential to vary your calls to action, tailoring them to resonate with students’ current mindsets and emotions.
For instance, using language that reflects their immediate needs – such as “Explore Your Future”, “Take the Next Step”, or “Join a Community of Innovators” – can create a sense of urgency, inspiration, and relevance. By diversifying your CTAs and aligning them with the student’s experience and aspirations, you can increase engagement and encourage meaningful interactions with your content. This strategic approach not only keeps your emails fresh but also enhances the overall effectiveness of your campaigns.
5. Don’t Forget About Accessibility
Ensuring that your emails are accessible and user-friendly for everyone is vital, regardless of who they are or what device they are using. Implementing CSS to make emails mobile-responsive is a key strategy in this regard. For example, you can adjust the alignment of an image to center it on a smaller screen, resize images for optimal viewing, or stack buttons vertically to make them easier to tap on mobile devices. These adjustments help maintain the visual appeal of your beautifully designed templates.
Additionally, incorporating alternative text for images is crucial for those using screen readers, ensuring that all recipients can understand the content and context of your visuals. By prioritizing accessibility and responsiveness in your email campaigns, you create an inclusive experience that resonates with a diverse audience, ultimately enhancing engagement and fostering a stronger connection between prospective students and your institution.
These are just a few ways to boost your email strategy in Slate. If you need additional help creating personalized email campaigns tailored to your institution’s goals, our Slate team is here to help. Reach out and start a conversation.