Converting strangers into students is one of the biggest challenges facing higher education providers in the digital space. Yes, marketing automation provides an infrastructure that nurtures conversion, but of greatest value to the education sector in particular is its capacity for high level personalisation and subsequently, trust building at scale. It’s all about getting the right message, to the right people and at the right time!
But how can we ensure we maximise our productivity and exploit every opportunity marketing automation can afford?
1. Define your goals
What are you trying to achieve? Break it down. Then you can develop a work flow that is responsive to your objectives and drives goal-focused outcomes.
2. Smart lists
Drill down and create smart lists that capture your target candidates against specific criteria. Broad segmentation is not helpful here! Be specific, for example: candidates interested in a veterinary program, with an interest in equine, and a preference for accessing their information via mobile, located within a 20km radius of Murdoch University.
3. Workflow Map
To create a sound and useful workflow map, include these three considerations at each spot:
- Content type: ensure the type of content you’re utilising is compatible with its intended audience(s).
- Content goal
- “Delay day” number: the cadence, or the number of days between each email in your workflow.
4. Craft your email
Now you have an appreciation for your data points, it should be a straight shot to crafting an email with a clear, actionable and personalised CTA. Consider including useful links to FAQ pages and the like, and provide an opportunity for the recipient to get in touch and progress with their own questions.
5. Consider your exclusions
This is where you really focus your workflow by carefully defining your exclusions: under what conditions or scenarios you don’t want emails sent, e.g. Friday afternoons, public holidays, term holidays etc. Suppression lists are also handy as they allow you to weed out the candidates you don’t want to target; it also allows for cleaner segmentation so you don’t double up on messaging the same candidate in two workflows. Now all that’s left to do is press go!
Measurement is the key to long term success. Review performance on a regular basis so you can identify areas for improvement and be responsive. With so many metrics to choose from these days, you’ll find the following most useful:
- Number of people who enter the workflow
- Number who reach your goal list
- Workflow conversion rate (prospects in workflow / number that took goal action = conversion%)
- Low performing emails: why?
For more, you’ll have to download the eBook, or contact us!
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