As part of our ongoing research at Spectrum, we’ve perused just over 3,000 emails from college and university admission offices. This post is #2 in an ongoing series that describe how you can avoid email pitfalls and establish best practices.

This week’s pitfall: the email that has 275 people in the “to” line.

With the advent of relatively inexpensive applications that allow you to make emails personal and relevant, I thought the late 90s practice of  “bulk” email was dead. I was soberly mistaken.

Not only does putting everyone’s address in the “to” line a huge violation of privacy, it also communicates to a prospective students that he or she is just another name on a list (i.e. not special).

And in fact, it makes you look like a spammer.

This week’s best practice: an email from a faculty member in the major indicated by the prospective student.

The email I’m referencing was simply designed—just one photo and text. In the first paragraph the prof introduced herself and provided a link to the department website.

In the second paragraph she described what set the program apart in no more than 40 words (with  real value, not generic “challenging classes” stuff, but a “this is what we do differently” statement).

In the last paragraph, she included an 800 number, her personal office number, and a link to the campus virtual tour. She signed the email with her actual email address.

Sure, the email was automated, but it didn’t try to hide the fact that it was either. More importantly the email presented a variety of ways for a prospect to (1) learn more about the program, (2) learn how the program is different, and (3) contact a real person other than an admission rep.

I realize that it may have been tough to get the already overworked faculty to get on board. But in the end, I think it’s worth it.

Do any of your institutions send emails from faculty members? Was it difficult to get them to buy in? Please Share!

-Andrew

As part of our ongoing research at Spectrum, I’ve looked at just under 3,000 emails that colleges and universities send out as part of their admission tracks.

Some have great, eye-catching design and powerful messaging.

Others use bad clip art from the late 90s.

My plan is to provide an observation about the emails from time to time to describe how you can avoid some communicative pitfalls and establish some best practices.

This week’s pitfall: The Apply Now!!!! email. Many of the emails we reviewed contained the sole message “Apply Now!” Nothing else about the institution, just “get your app in, and do it now.” Even if your deadline is coming up, these messages are the electronic equivalent of running out of your admission office, finding the nearest stranger and screaming “HEY YOU SHOULD APPLY!”

Apply Now emails don’t build long-term relationships with students because they don’t acknowledge your relationship with your prospective students. They don’t communicate the value of your institution. Instead they interrupt and make you seem a little desperate.

This week’s best practice: The Relevant and Timely email. One college we’re working with sent an email about how a four-year education can help ensure job security in tough economic times, specifically as it related to each prospective student’s indicated major.

Relevant and Timely emails are able to address the specific relationship you have with a prospect (in our example, their respective majors). They’re able also to use a current event that’s most likely on  your prospect’s mind and connect it with the unique value your institution has to offer. Once you’ve engaged a student, they’re much more likely to take your application request seriously.