Email campaigns are an indispensable part of the higher ed admissions process. They offer a way to send prospects and applicants timely and relevant messages and encourage them to perform an action.

When designing each email campaign, you should define four key things:

• the audience: this is the specific segment of your list of prospects or applicants you want this message to reach

• the goal: define a specific goal based on an action you’d like the selected recipients to perform. Examples include prospects requesting a brochure or starting their application

• the message: this is the copy you’ll write to motivate your recipients to perform the specific action you’ve identified

• the call-to-action: this is a short, imperative message presented as a clickable button. The button will lead to a webpage which allows the recipient to perform the action identified as part of the goal

During the admissions process, your admissions staff will have two main objectives: encourage prospects to learn more about the university and start an application; and ensure that prospects submit that application.

Here’s our pick of the five main campaigns that can help your university achieve these two particular goals.

1. Brochure request form

Goal

Encourage prospects to submit a brochure request. Design a brochure request form which requires prospects to enter their contact details before they can download the brochure.

Audience

Cold and engaged prospects which have not yet submitted a brochure request form

Message

Your message should inspire your prospects to become excited about your university. You should offer readers the opportunity to learn more through your brochure

Call-to-action

‘Download a brochure’. Link to the brochure request form

2. Info sessions

Goal

Encourage prospects to attend an info session

Audience

Cold and engaged prospects whose current address is the same as the location of the info session

Message

Draw excitement about your university and offer opportunity to learn more at an info session

Call-to-action

‘Register now’. Link to event registration form

3. Start an application

Goal

Encourage prospects to start their application

Audience

Engaged prospects who are yet to start their application for this year’s intake

Message

Encourage them to apply. Include inspiring information about the programme they’re interested in and the university itself. Perhaps reference some notable alumni

Call to action button

‘Apply now’. Link to the application form

4. Application prompt

Goal

Prompt applicants who have almost completed their application, but not yet submitted it, to submit

Audience

Applicants which have a completion rate greater than 80% who have not updated their application in two weeks

Message

Draw attention to the time and effort they have already invested and the small additional effort they need to submit their application. Reassert some of the key USPs of the specific programme they’re interested in and the university in general

Call-to-action

‘Submit your application now’. Link to the application form

5. Application reminder

Audience

All applicants who are yet to submit their application

Goal

Inform applicants that the deadline is fast approaching. Prompt them to submit their application

Message

Clearly reassert the deadline date and state how far it is away from the date of sending. Reassert key USPs of the programme and your university, and what the prospect could miss out on if they fail to submit their application.

Call-to-action button

‘Submit your application now’. Link to the application

Let us know what sort of email campaigns your university is sending by leaving a comment or tweet us with the hashtag #askfullfabric.