Specificity in College Search Emails
Updated: Feb 22, 2019
One crucial element of successful admissions search marketing is a robust and highly specific email campaign.
Email campaigns that are successful at delivering on the vision of the schools they represent will have these three key elements:
This article examines the first of these three elements: specificity.
By specificity we mean that the messaging is directed at prospects in such a way as to entice them to open, and ultimately elicits an action such as signing up for a campus visit. Top tier marketing companies, such as Stewart 360, create specificity in email campaigns through “micro-targeting”. Micro-targeting is the use of HTML code to allow for variable email messaging. These emails read like choose-your-own-adventure stories with the story details being chosen based on the demographic and academic indicators that our clients choose.