After the Inbox

For those of us in what is considered “Generation Y,” the Internet has been a part of our lives since a fairly young age. We’ve witnessed the progression of logging online to the nails-on-a-chalkboard sounds of a dial-up modem to connecting almost instantly—anytime, anywhere—via wireless connections on our smartphones. As for me, I remember how exciting it was the first time I heard those three little words: “You’ve got mail!” I even received notification via email that I had been accepted to one of the colleges to which I had applied.

Years after receiving that acceptance email, I find myself on the other end of the computer screen, so to speak, working with PlattForm Advertising and reaching out to prospective students during their searches for higher education. Email marketing has grown exponentially in the past decade, and will continue to, with a projected daily average of 25 emails landing in inboxes by 2014 (Free Press Release). This e-explosion has created ample opportunity to reach students with multiple messages about their college searches, upcoming campus visit events and online applications. Ironically, the limitless opportunity Internet and email marketing has allowed the higher education sector has also created a subsequent challenge. What happens outside the inbox?

With so many messages saturating inboxes, it’s the behavior that occurs after a message has been read and a link has been clicked that provides valuable insight into the level of interest the prospective student possesses. Interaction with social networking sites is showing a steady month-over-month increase in the 12-17-year-old demographic, resulting in what is estimated to be a 59% decline to time spent in an inbox, reading an email message (Technolog). Before launching an email marketing campaign to students in this interactive-savvy age bracket, it is important to consider the world outside the email that is awaiting the recipient. Liken it to planning a campus visit, but online rather than on foot. Where will they go? What will they see? Who will they meet?

A school’s online presence can carry the life of an enrollment marketing campaign further than any message an individual email can on its own. By ensuring there is more on the other side of the email (a current Facebook page, active Twitter account or even a school-specific YouTube channel), schools can maximize their exposure and lengthen the time of engagement and interaction with their prospective students.