Unlike Millennials, it might seem like all Gen Z communication live on social media like Instagram and TikTok. However, you'd be surprise to know 90% of the American internet users use email monthly in 2019. When it comes to college scouting, 76% of high school students ranked email as their preferred medium to find their future school!
Needless to say, email is the best digital marketing channel to communicate with students.
So why use email software and not just send messages via an email provider like Gmail or Yahoo? Here’s why:
1. Subscriber management
Having all your subscribers in one place gives you a good overview and makes it easy to keep your list updated. Subscribers can be segmented into groups, based on things like their program, role, interests or enrolled year.
2. Targeted messages
Groups can be used to send personalized school emails to each one of your subscribers. Much of this personalization can be automated with smart email marketing tools.
3. Consistent branding
Different departments can use pre-saved templates and easily add their own content using a drag & drop editor. This helps to keep a uniform look.
4. Team effort
Most email tools allow several teams to work on email marketing campaigns simultaneously. User permissions define what each person is allowed to see or do, so a student newsletter intern won’t be able to access any billing information.
Most schools don't have huge higher education marketing budgets. Still today, email marketing is one of the most cost-effective marketing tools available.
As you can see, using email marketing in higher education is a no-brainer. Now let's get into the practical details!