If you’re reading this it’s likely that you’re either an educator or a marketer working with or for an educational institution. Perhaps you’re even both! If so, then you’re in the right place as you can get some great tips from the combined experience of both sides of the fence. Let’s dive in.
The Value of Validated Data
One of the first things you’ll learn as a marketer is that you can’t just make assumptions about your target audience’s behavior. You need to learn from actual data. Luckily, you have an entire database of contacts at your fingertips. Whether it’s an email list you’ve built up over time or an elaborate CRM system, you have all the data you need to connect with prospective students.
However, collecting data in bulk can be tedious and overwhelming. That’s where validated data comes in handy. Validated data is information you’ve collected about the way your target audience actually interacts with your content. When you have large amounts of validated data, you can more confidently make decisions about your future strategy and content creation.
Build Trust Through Authentic Communication
When you’re communicating with your university mailing list, you have to bear in mind that your audience is savvy consumers who are used to receiving pitches from brands. The key is to develop a strategic approach to pitching that is both authentic and trustworthy.
To create authenticity, you must show your audience that you’re a real person with a real connection to the university. With that in mind, you can develop an attitude of openness and transparency when communicating with your audience. That way you’ll gain their trust and they’ll feel comfortable enough to listen to what you have to say. Plus, when you establish yourself as an open and honest brand, that can only be beneficial to your relationship with the university.
Consult With Subject-Masters
As an educator, you’ve most likely heard of digital marketing and online communication. But have you ever considered that your field’s most experienced individuals probably have some great tips and tricks for getting the most from your social media campaigns?
If you’re not sure where to start, then consulting with subject-masters is an excellent place to start. A subject-master is a person with relevant expertise in a certain area. For example, a music subject-master might help you to design a better website or build a marketing playlist for your upcoming album. They can also help you to understand the ways particular social media platforms work and provide you with the tools to master them.
Consulting with subject-masters isn’t expensive, and it can even be a win-win for the less experienced educator or marketer. Besides, you might even learn something new about your chosen subject matter. When you’re struggling with a particular issue, all you need to do is ask.
How To Create A Successful Email Campaign
Now that you have a good idea of what you need to include in your email marketing strategy, it’s time to put it into practice. To do this, you’ll need to develop a plan and then carry it out. To help you in your task, here are some useful tips:
Step 1: Set a benchmark and review regularly
The first step in creating a successful email campaign is to set a benchmark and then review regularly. It’s essential that you benchmark yourself regularly against other universities’ email marketing campaigns. This will help you to see where you are lacking in effort and where you can improve. When you benchmark yourself regularly against others, it also means that you’ll be forced to step up your game. This is important as you won’t be able to accurately compare your metrics with those of others if you don’t do the same.
Reviewing your email marketing regularly is also important for maintaining a strategic view of your email program. Looking back at previous launches and analyzing the results of your campaigns will allow you to identify what worked and what didn’t. With this information, you can effectively plan for the future and improve your strategy. For example, did your email marketing result in more website traffic or sales? Did you achieve your main goal? Was your strategy appropriate for the target audience?
Step 2: Plan for growth
The second step in creating a successful email campaign is to plan for growth. When you’re starting out, it’s a good idea to plan for zero to two campaigns per year. As your email list grows, you can then plan for three to four campaigns per year. The more you plan, the more you’ll be able to do. This will help you to develop a clear and methodical approach to email marketing. To plan for growth, you must first decide how you’ll measure the effectiveness of your email campaigns. One option is to look at the number of leads that have converted into sales. Depending on the type and size of your institution, you can then determine how much you should be planning for.
Step 3: Measure results and review regularly
The third step in creating a successful email campaign is to measure results and review regularly. Measuring the results of your email marketing is an essential part of the process as it will allow you to identify which campaigns performed the best and which ones can be improved upon. To measure the effectiveness of your email marketing, you need to set a specific goal for yourself and then track how much you actually achieved. For example, if you’re measuring the impact of a direct-mail campaign, then you should look at the number of collected leads and determine whether or not this was what you actually wanted to achieve. If so, then you can consider the campaign a success and move on to planning for the next one. However, if you didn’t achieve your goal, then you can modify your strategy and try something new.
Reviewing and measuring your email marketing results regularly is also important for maintaining a strategic view of your email program. When you benchmark yourself regularly against others, you’ll be forced to step up your game. This is important as you won’t be able to accurately compare your results with others if you don’t do the same. Compiling monthly or quarterly reports and presenting these to your superior will thus ensure that you’re always keeping up with the latest trends and developments.
Step 4: Set SMART goals
The final step in creating a successful email campaign is to set SMART goals. To do this, you’ll need to decide precisely what you want to achieve and then set measurable benchmarks along the way. For example, let’s say your institution is looking to increase the number of students applying to study at your university. To achieve this, you’ll want to set a goal of increasing the number of applicants by 10%. This may seem like a big number but it’s quite feasible for an educational institution. To set this goal, you’ll need to determine the specific actions you will need to take. For example, you may decide that you need to send out a massive batch of emails to existing and potential students, include a website URL in these emails, and create an online application form for prospective students. By taking this specific action, you’ll be able to effectively track the number of students who visit the URL and subsequently fill out the application form. This action, in turn, will help you to determine the extent to which you’ve succeeded in increasing the number of applicants to your university.
Ensuring that your email marketing is always carried out efficiently and thoroughly is an excellent way to ensure that you’re constantly delivering value to your audience and thus increasing your institution’s income. By carrying out a cost-benefit analysis of your email marketing program and identifying areas for improvement, you’ll be able to create a more streamlined and effective strategy for the future. In the next article in this series, we’ll look at tips for creating a CRM strategy that works with your email marketing program.