Increasing (or Decreasing!) Inquiry Conversion: Best and Not-so-Best Email Marketing Examples
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The document summarizes findings from research on email marketing practices in college admissions. It found that the most effective email campaigns had swift first responses, maintained consistent contact every 1-2 weeks, personalized the correspondence, addressed the student's academic interests, included parents, and provided information on costs. The best-designed emails also had clear and consistent branding, limited the number of links, and ensured the linked pages met expectations. Ineffective practices included long response gaps, dense hard-to-scan text blocks, inconsistent designs, and failing to address academic interests or include parents.
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Increasing (or Decreasing!) Inquiry Conversion: Best and Not-so-Best Email Marketing Examples
- 1. INCREASING (OR DECREASING!) INQUIRY CONVERSION: BEST AND NOT-SO-BEST E-MAIL MARKETING EXAMPLES ŠROBERTE.JOHNSON,PH.D.2013 Bob Johnson, Ph.D. ACT Enrollment Planners Conference July 10-12, 2013 Chicago, IL Bob Johnson Consulting, LLC 1
- 2. Who is Bob Johnson? ⢠Website marketing reviews and recommendations ⢠âTop Taskâ partner w/Gerry McGovern at Customer Carewords, Ltd, Dublin, Ireland ⢠âYour Higher Education Marketing Newsletterâ⌠3,600+ subscribers ⢠@highedmarketing⌠6,300+ Twitter followers ⢠âHigher Education Marketingâ blog ⢠Symposium for the Marketing of Higher Education⌠chair, 1994 to 2003 ⢠Ph.D. UMass Amherst⌠political science Bob Johnson Consulting, LLC 2
- 3. NO, EMAIL IS NOT DEAD⌠Bob Johnson Consulting, LLC 3
- 4. Email use continues to grow⌠http://bit.ly/Q2Lm3B Bob Johnson Consulting, LLC 4
- 5. Why is email important in recruitment? http://bit.ly/OEvHKw Bob Johnson Consulting, LLC 5
- 6. Other notes from E-expectations⌠⢠Almost all students will give an email address if asked. ⢠95% will give their personal email address. ⢠80%+ use email at least weekly. ⢠âLooking at academic performance, 86 percent of A- students and 82 percent of B-students answered yes to this question, compared to 68 percent of C-students.â Bob Johnson Consulting, LLC 6
- 7. THE RESEARCH BACKGROUND⌠Bob Johnson Consulting, LLC 7
- 8. Two âsecret shopperâ projects⌠June 2012 â February 2012 ⢠5 private & 1 public schools in New York and New England ⢠Out-of-state student ⢠High end of freshmen academic profile ⢠2013 graduate ⢠Female January 2013 - Present ⢠5 public and 1 private schools in mid-west ⢠Out-of-state students ⢠High end of freshmen academic profile ⢠2014 graduate ⢠Female & male students Bob Johnson Consulting, LLC 8
- 9. BEST INQUIRY FORMS⌠Are short inquiry forms⌠Ask only for info to respond Bob Johnson Consulting, LLC 9
- 10. My favorite undergrad inquiry form⌠Bob Johnson Consulting, LLC 10
- 11. A âblessedly briefâ online inquiry form⌠Bob Johnson Consulting, LLC 11
- 12. FREQUENCY & TIMING⌠Bob Johnson Consulting, LLC 12
- 13. 3 best practice tips⌠⢠First response within one day of inquiry ⢠At least every two weeks after that ⢠Once a week is not too often Bob Johnson Consulting, LLC 13
- 14. First response variations⌠⢠Siena College⌠June 21 ⢠Fairfield University⌠June 21 ⢠SUNY Geneseo⌠July 13 ⢠Stonehill⌠July 16 ⢠Colgate⌠July 17 ⢠Providence⌠August 10 Bob Johnson Consulting, LLC 14
- 15. Most extended contact gap⌠June 26, Campus Visit Oct 26, Early App deadline Bob Johnson Consulting, LLC 15
- 16. Variation in campaign frequency⌠⢠Late June 2012 to February 2013⌠⢠Siena College was the leader.... 42 emails ⢠Stonehill College was next at 16 emails ⢠Providence College sent 11 emails ⢠Colgate University followed with 10 emails ⢠Fairfield University sent 3 emails ⢠SUNY-Geneseo sent 2 emails Bob Johnson Consulting, LLC 16
- 17. âApply knowing we are a great investmentâ⌠Oct 15 ⢠#2 for salary potential among liberal arts schools ⢠Meet 100% of demonstrated financial need ⢠Average financial aid award⌠$40,943 Bob Johnson Consulting, LLC 17
- 18. September 11⌠2 on the same day Open house invite⌠Fast-forward app begins⌠Bob Johnson Consulting, LLC 18
- 19. 30 Fast-forward emails to Feb 16⌠⢠Subject line samples to the finish line⌠⢠Important reminder: deadline tonight! Dec 1 ⢠Great news Rachel! Dec 2 ⢠Rachel, Iâm still eager to hear from you Dec 14 ⢠A New Yearâs gift for you: Apply now! Jan 4 ⢠Iâm waiting to hear from you Rachel! Jan 9 ⢠Rachel, only two days left Jan 13 ⢠Siena app due when clock strikes midnight⌠Jan 15 ⢠I was able to get you an extension Jan 16 ⢠Siena wants more apps from students like you Jan 22⌠⢠Rachel, todayâs your last day Feb 15 ⢠Need another day, Rachel? Feb 16 Bob Johnson Consulting, LLC 19
- 20. LEGIBILITY COUNTS⌠What gets attention in a <5 second scan? Bob Johnson Consulting, LLC 20
- 21. Take care with text that runs wide⌠Bob Johnson Consulting, LLC 21
- 22. Canât scan dense text⌠3 paragraphs here Bob Johnson Consulting, LLC 22
- 23. CONSISTENT DESIGN⌠Bob Johnson Consulting, LLC 23
- 24. Personal favorite for best design⌠Bob Johnson Consulting, LLC 24
- 25. But not consistently used⌠Bob Johnson Consulting, LLC 25
- 26. First design style⌠about 25% Bob Johnson Consulting, LLC 26
- 27. Second design style⌠about 5% Bob Johnson Consulting, LLC 27
- 28. Third design style⌠about 70% Bob Johnson Consulting, LLC 28
- 29. MEET LINK EXPECTATIONS IMMEDIATELY⌠Bob Johnson Consulting, LLC 29
- 30. Open house registration invite⌠3 links to same registration landing page Bob Johnson Consulting, LLC 30
- 31. Link to high visibility registration point⌠Bob Johnson Consulting, LLC 31
- 32. OPPORTUNITIES FOR ADVANTAGE⌠⢠Academic program of interest ⢠Finances ⢠Parents Bob Johnson Consulting, LLC 32
- 33. Only one 1st response w/ academics⌠⢠Every online inquiry form asks for an academic area of interest ⢠In both secret shopper projects, only one 1st response email mentioned the academic area provided ⢠In most cases, no email ever addressed the academic interest area ⢠One email direct from academic department in 2 weeks ⢠Competitive advantage to schools that add this content early in the email response sequence⌠preferably right at the start. Bob Johnson Consulting, LLC 33
- 34. Link to preferred academic major and a professor in that area⌠UW-Green Bay Bob Johnson Consulting, LLC 34
- 35. Biology at Lawrence U in 2 weeks⌠Bob Johnson Consulting, LLC 35
- 36. Health Careers Advisory Committee⌠Bob Johnson Consulting, LLC 36
- 37. Net price calculator⌠not often found ⢠Students (49%) say âweb pageâ is best place to get cost and financial aid info. ⢠Early email can link direct to page with net price calculator. ⢠No school shopped did this. Bob Johnson Consulting, LLC 37
- 38. Parents⌠⢠Involved from start to end of college selection cycle. ⢠70% of 4-year privates and 47% of 4-year publics say they âcollectâ parent email address. ⢠No school in either project asked for parent email on inquiry form or in early email responses. ⢠First email for parents (to student address) came 4 months after the first email. Bob Johnson Consulting, LLC 38
- 39. SUMMARY POINTS⌠Bob Johnson Consulting, LLC 39
- 40. Crafting an email response series⌠⢠Swift first response⌠next day after receipt ⢠Be personal⌠a name at start & finish ⢠Consistent design⌠reinforces the brand ⢠Attention to academic program interest ⢠And Parents and Cost ⢠Once a week is OK⌠at least twice a month ⢠Limited number of links in each email ⢠Match link with landing page Bob Johnson Consulting, LLC 40
- 41. THANKS FOR BEING HERE IN CHICAGO! Bob Johnson, Ph.D. (248.766.6425) bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com Bob Johnson Consulting, LLC 41