Student Recruitment Email… October was a very busy month
- September 27: Our “private college in upstate NY” makes a mistake this time. The email subject line that says “Welcome to your Fast-Forward Application” then thanks me for using it. That’s a bit premature as I haven’t completed any applications yet. I’m asked to finish my application “before the deadline” but the deadline isn’t mentioned.
- September 28: Things are getting confused at the “private college in upstate NY.” This email tells me how I’ll benefit from the Fast-Forward application, urges me to complete it today for a fast response, and includes a username and password. The impression I have for a while now: emails from here come from two different places.
- September 29: Our “private university in Massachusetts” sends a well-timed email to make sure I remember there is an Open House scheduled for October 20. The reservation link is well positioned. And if I can’t make it, there is a note that I can come when convenient and spend a personal day with a student.
- October 2: The “public honors college in New York” is back for the first time since July 13, urging me to visit on one of four upcoming weekends from into November. The link to register does’t go to a form page but to a more general one on visit sessions and campus tours, including special info for transfer students. If I’m ready to visit, that’s a mistake. A link to an online campus tour again makes me wonder how everything on a campus can get filmed without showing a single person anywhere. Feels eerie.
- October 2: Our frequency leader, the “private college in upstate NY” wants me to “Turn My Passion into a Profession” with an invitation to visit the admissions website where students will share their experiences. I arrive to find 48 choices, most of whom indeed are students. Is that maybe a tad too many? Not every choice relates to the main message.
- October 3: Yes, the “private college in upstate NY” is back again with another email repeating earlier message about the benefits of the “Fast-Forward” application. Added today is news that I’ll be eligible for a $9,000 merit scholarship. Three links to the application and another to news about community service opportunities in a “P.S.”
- October 7: The “most selective university” reminds me in the subject line that I have the “potential to succeed here” and encourages me to get going with application. Included today is a link to news of successful alumni, a rare example of outcomes content. Simple, clean, nicely done.
- October 8: An invitation to visit campus on November 4 for an Open House arrives from the “private college in upstate NY.” Options to call or register online, but why do I need a user identity and password to register? And am I happy to hear that I’ll meet with 200 students during the visit? Seems a rather long receiving line.
- October 8: The second email today from the “private college in upstate NY” again urges completion of that “Fast-Forward” application so I’ll get priority attention when decisions are made in the next week. No mention of the scholarship, but a reminder that no essay is required.
- October 8: A busy email day continues when the “public honors college in New York” sends an opportunity to apply for Early Admission by November 15 and receive a decision a month later if I’m ready to commit. An “Early Decision” link gives a pretty clear description of what’s involved and what happens if I’m not admitted in December.
- October 9: The “private university in Massachusetts” tells me that “It’s not just learning, it’s a launch pad” to success. Three paragraphs crammed together with no space between them try to show me how internships lead to jobs after graduation. But where is the link to info about internships in various majors? Send me there and include an application or visit link from that page.
- October 10: From the “private university in Rhode Island” comes a campus visit invitation that is their first email to address me by name and add the name of a real person at the end. The text-only email stretches a bit too far across the page. Included is a link to the day’s agenda that’s easy to scan and quickly tells me what to expect on visit day.
- October 15: The “most selective university” returns with another application effort, including outcomes info about salary potential and a reminder that 100% of my “demonstrated financial need” will be met. Presentation is very easy to read.
- My “private college in upstate New York” is sending emails from two different places on campus and they don’t seem connected. More coordination is needed.
- The “most selective university” does a fine job with content presentation when the email opens: an easy-to-scan single column with key points in bold. If the devil is in the execution, these folk have exorcised it.
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