WE DIDN’T TAKE THE TIME TO MAKE A SEPARATE EMAIL FOR EACH SUBSCRIBER: So, how’d we do it? As long as you don’t get too creepy, personalization can be a great driving factor. It’s not the easiest marketing strategy to implement and, as eMarketer highlights, many marketers fear they don’t have the resources to make personalization happen. If you feel this way you’re not alone, but that doesn’t mean you can sit back and wait for it to become easier.
Why you should care: 74% of consumers feel frustrated when website content is not personalized. As an enrollment marketer you aren’t dealing with your everyday consumer, these prospective applicants are making a huge, life-changing decision. Since the cost of the “product” you're selling ain’t cheap, it’s even more important that your content — everything from your website, to your emails, to your social posts — be personalized. Here are three quick (free) ideas for how you can better personalize your communications with prospects, inquiries, and applicants:
- Use personalization tokens throughout your emails...not just <First Name>, but <Program of Interest>, <Extracurricular Area of Interest>, and <Program Coordinator> as well.
- Don’t know your prospect’s preferred area of study/program of interest yet? Use user-behavior and premium content to find out! Create premium content resources around different areas/fields of study and invite prospects to select the piece of content that is most relevant to them. Track what they click and then enroll them in a personalized communications flow that encourages them to fill out your more formal inquiry form.
- If you’re using a marketing automation platform — our clients are huge fans of HubSpot — use smart content to show different blog posts to different website visitors based on what you know they’re interested in.
EMAIL MARKETERS, IT’S NOT EVEN HALLOWEEN AND WE ALREADY HAVE A NEW YEAR’S RESOLUTION FOR YOU: For starters, your email marketing doesn’t have to be performing poorly in order to need improvements – it can always be better. Here are 13 Things to Start, Stop & Keep Doing With Your Email Marketing in 2018. Your open and click rates are not at 100% so there is definitely something to be learned by reading this blog post from HubSpot.
Why you should care: If you are at the “poor” end of the spectrum as far as email marketing success goes, it’s also lowering your domain score. This means that you appear lower in search rankings, which for universities can be detrimental. A tactic many enrollment marketers are afraid of is a suppression list, or group of contacts that have no engagement, and not sending them emails. “The more the better” does NOT apply to email marketing.
SHARK TANK, BUT WITH 500+ MILLION SHARKS: Sorry Cuban, but you may lose a little viewership. LinkedIn is looking to push into original content and it’s founder Jeff Weiner thinks shows like Shark Tank could be extremely successful on the platform. If this is true, and people are sticking around to watch shows, LinkedIn could see a big increase in engagement time and daily active users.
Why you should care: LinkedIn is still growing when it comes to its younger audience, but it has seen growth over the years. The reason for this is because potential, current, and former students are realizing the value of connections. Putting informational content on LinkedIn can greatly increase traffic to your site. It’s about growing, sharing, and learning, not who has the best sales pitch.