But it’s the latter area—digital communication—that has arguably had the most profound and far-reaching impact on society generally. As was said, anyone can be contacted and spoken to in no time at all; text messages, phone calls, emails, and more make instantaneous dialogue commonplace. And as the way people reach one another has changed, so too has the way companies, organizations, and entities reach people.
Email marketing is one of the most obvious and viable options for reaching potential customers, clients, members, and students. To be sure, the vast majority of marketing today is conducted via email, both because it’s affordable and because it’s highly effective.
Or so email marketing proponents in the educational sphere claim. Others hold that the form of marketing brings with it ample drawbacks and cons, which outweigh its merits.
To help those who specialize in admissions and/or marketing at a university, let’s take a look at the pros and cons of email marketing for higher education!
Numerous Potential Students
Just the Right Amount of Information
When students have five or more colleges to consider, receiving just the right amount of information—an amount that allows for the boasted mood, amenities, and opportunities to be detailed—through a marketing email could open the door to admission.
Projects an Aura of Adaptability and Cutting-Edge Methods
Many higher education institutions today struggle with identity. A large portion of this struggle can be attributed to being “behind the times.” And one of the best ways to prevent a school from being relegated to “behind the times” is to reach future alumni via a means of communication they grew up with, as opposed to one their parents are accustomed to.
Potential Loss of Individuality
Thus, some schools, especially smaller institutions, may be negatively impacted by marketing emails. If personalization is an integral component of a university, it may be best to forego the form of contact, opting instead to offer more student-specific communication.
Difficulty Highlighting an Institution’s Best
Towing the Line Between Persistent and Overwhelming
Higher education institutions have to tow a fine line between showing that they are serious about attracting qualified candidates and allowing students room to make an informed and personalized decision. Striking the perfect balance between the two can be hard.
Trouble Making an Impression
Email marketing is common today—most businesses, institutions, groups, organizations, and schools put the practice to use. With that said, it doesn’t come without drawbacks and potential cons. Moreover, while these cons may not prevent many higher education institutions from foregoing email marketing altogether, they may affect the way emails are composed and sent. To show off all a college has to offer, marketing and admissions professionals have to consider a variety of important factors before hitting “send.”
Thanks for reading, and here’s to successful email marketing!