You'll probably not be surprised to learn that email is a big part of our communications strategy. How big? Well, in the last 12 months we have sent over 225,000 emails to prospects, applicants, current students and alumni. So although they might not be as publicly visible or permanent as the website or prospectus, they make up a really important part of our marketing communications mix and they offer some unique features that we try to fully harness.
Yes, email is 'cheap' (less than 1p per email), but they are much more valuable to us than that. The flexible nature means that we can target them much more easily to an individual's needs, and increase their relevance to them. They also offer useful tracking options, so we can see which messages are working and follow up on these accordingly. They're also instant, and during a nervous application cycle, people seem to appreciate it!
Email marketing serves as as useful communications tool to remind people that we are thinking of them and to provide targeted offers of courses and services they might find useful. They also reinforce our other print and digital messages, and it is important that maintain the same design integrity as our other communications.
It's easy to get email wrong, so here are a few best practice tips to ensure that we are delivering the best quality messages to the right people.