How Personalised Communications Improve the University Application Experience

Choosing a university is a big decision — and for many students, the process can feel overwhelming. That’s why it’s so important for universities to create experiences that feel personal, supportive and relevant from the very first interaction.

It’s easy to forget that behind every application is a person with questions, dreams and uncertainties. By tailoring your communications to speak directly to each individual, you can not only help students feel seen — you can also guide more of them towards enrolment.

Let’s explore how personalised communications can transform the application journey into something far more engaging, effective and human.

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Why Personalisation Really Matters

In today’s world, students are used to personalised experiences. From Spotify playlists to Netflix recommendations, they expect content to be curated around their preferences — and that expectation doesn’t stop when they start exploring higher education options.

So when your emails speak to their goals, or your website shows them relevant courses, it doesn’t just feel helpful — it feels like you understand them.

And there’s plenty of evidence to back this up. According to research from Volt, 68% of marketers say that personalisation based on behavioural data has a high impact on ROI. In higher education, it’s just as valuable — helping universities build trust, boost engagement and ultimately, enrol more of the right students.

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Start With Empathy: Understand Your Prospects

The first step to great personalisation? Getting to know your audience.

And that goes beyond surface-level demographics like age or location. The most effective universities build rich student personas — snapshots of the different types of applicants they serve — based on motivations, goals and behaviours.

Think:

• Career switchers looking for a fresh start.
• School-leavers craving independence and exploration.
• Postgrads looking to accelerate their careers.

Understanding these groups helps you connect in a more meaningful way. When you know what they care about, you can speak their language — and share the kind of content that truly resonates.

Five Ways to Personalise the Application Journey

There are lots of ways to make communications feel more personal and relevant. Here are some practical examples you can start with:

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1. Behavioural Personalisation

What pages are prospects visiting? What emails are they opening? What forms are they filling in?

Tracking this kind of behaviour means you can tailor future content to their interests. If someone is reading about scholarships, you might follow up with funding guidance or student finance tips. It’s all about making every next step feel natural and helpful.

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2. Triggered Responses

When a student downloads a brochure or signs up for an event, it’s a great opportunity to follow up with something useful — like an email that helps them take the next step.

Triggered messages can be simple and friendly, like:

“Thanks for downloading our course guide — we thought you might also be interested in this open day happening soon.”

It shows you’re paying attention without being pushy.

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3. User-Defined Preferences

Why not let prospects tell you what they want to hear about?

Some universities allow users to customise what they see on their homepage or dashboard — whether that’s course options, student life, or career opportunities. Giving students control over their experience can boost both engagement and satisfaction.

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4. Personalised Emails

A well-timed, well-written email can make all the difference — especially when it feels like it was written just for them.

You might tailor your emails by:

• Where they are in the application process.
• The subject areas they’re interested in.
• Their location or preferred study format.

Small touches, like using their name or referencing a past interaction, can go a long way.

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5. Retargeting on Social Media

Have a student who started an application but didn’t finish it? Or someone who visited your scholarship page?

You can serve them tailored ads on platforms like Instagram or LinkedIn — gently reminding them of your university and guiding them back to complete an action.

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Technology Makes It Happen

It’s one thing to plan a personalised strategy — but without the right tools, it can quickly become complicated and time-consuming.

That’s where a unified admissions and CRM platform like Full Fabric comes in. It helps you manage your data, segment your audience, and automate meaningful communications — all from one place.

You’ll spend less time chasing data and more time building relationships that lead to real results.

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Final Thoughts

Personalised communications aren’t just about getting higher open rates or application numbers. They’re about creating a more human admissions experience — one where every prospective student feels like more than just a number.

In a world where students have more options (and higher expectations) than ever, it’s the personal touch that can set your university apart.

Want to personalise your student recruitment and enrolment process? Book a Full Fabric demo to see how we can help you create tailored, student-first experiences.