Make Joining Your Email List Irresistible to Prospective Students

Hey LinkedIn Fam,

How’s everyone holding up with the fall semester in full swing? I know it can be a whirlwind with students back on campus and planning for the year ahead, but I wanted to touch on something crucial:?

Often, colleges focus so much on internal operations that they overlook the viewpoint of prospective students.

If you’re aiming to boost enrollment rates, it’s worth considering this before your next intake period.

Many schools have email campaigns to engage potential students, but these are often underutilized. They’re frequently an afterthought—added to the website without much concern for whether people actually sign up. But it should be a priority!

Prospective students are bombarded with options, and you don’t have long to make a memorable first impression. When a student lands on your website, that might be their last interaction with you.?

Unless… You have something that catches their eye and encourages them to join your email list.?

Students need a reason to take action. They don’t want to be enrolled in another promotional list and add dozens of unopened emails to their inbox. I don’t know who thought it would be, but: “Stay Up to Date on What’s Going On” is not a compelling enough reason for a student to want to receive promotional emails.?

So, how can you make them want to sign up?

One way to truly connect with prospective students is to offer valuable resources that address their immediate needs and interests. Instead of generic content, provide tools that help them where they are right now. The key is to genuinely be offering something they want to use.?

Here are a few examples that would catch a student’s eye and give them enough reason to request that tool:

1. “Is My Major Right for Me?” Guide: Many students are uncertain about which major to pursue. Offering a comprehensive guide that helps them evaluate their interests, strengths, and career goals can be a game-changer. This guide could include self-assessment tools, information on various majors, and advice on how to align their academic choices with their future careers.?
2. Career Pathways Guide: Prospective students often need clarity on what different majors can lead to in terms of career opportunities. A detailed Career Pathways Guide can outline various career options associated with different fields of study, including job roles, expected salaries, and growth prospects.?
3. Scholarship Guide: Financial concerns are a significant factor in college decisions. A well-organized Scholarship Guide that lists available scholarships, including application tips and eligibility criteria, can be incredibly appealing. This will also help your school stick out in their mind because they will know scholarship opportunities exist.?

When you provide something this helpful, it will make students less likely to unsubscribe from your email list because they will see those emails as incredibly positive and helpful. Taking a few minutes to think about what prospective students want will help shape your marketing strategy.?

Need help on crafting the exact tool your school should offer? How about getting it on your website and directing traffic to it? Feel free to book a no-obligation call with me to chat about the best strategy for you!

This week’s College Ad Highlight goes to this 2019 campaign by Mississippi State University:

With the poetic cadence of the speaker, anticipation builds as we uncover more and more about the school. Slowly we learn, no matter what you’re looking for in a school—advanced academic fields, award-winning athletic programs, or an active student body—Mississippi State University are the frontrunners inspiring the future.?

The ad effectively captures the essence of what makes the university stand out: a commitment to excellence in every facet of campus life.

In short: It makes the viewer say, “I want to be a part of that.” Which is what any great ad should do. Want to keep receiving weekly updates for best practices for higher education marketing? Subscribe to this newsletter and we will see you next week!