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Today’s Admissions Metric:
What’s YOUR Opt-in Rate?
Here’s the formula:
(This week’s opt-ins – Last week’s opt-ins)
(Last week's optins) |
Compare that to the previous period. Are you collecting more or less prospect names?
Did You Know…
On average, colleges and universities spend about $442 to recruit each applicant.
-NACAC, State of College Admission 2006
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5 Must-Includes in E-Newsletters
It's a popular time of year for lists. Ten Things to Do in the New Year, Five Ways to Kick Start the New Year, etc etc. In today's newsletter, I give you another list – five things that should be included in your e-newsletters without fail.
1. Request More Information
After viewing your e-newsletter, a reader might have questions or want to seek additional information. Don't force them to go looking for how to get that information. Provide something that clearly implies "this is what to do for more information," whether it links to a website, opens an email dialogue box, or just refers to a contact person and phone number.
2. Send to a Friend
Instead of just asking readers to "spread the word," give them a place to do just that right in your newsletter. This also reduces the risk of the newsletter getting mangled, as it might if you forward it from your inbox.
3. Subscribe/Unsubscribe
It is best practices to carry out permission marketing. Under CAN-SPAM regulation, it's the law to provide an unsubscribe function in emails. Likewise, let new or referred readers give you permission to send them the newsletter in the future.
4. Links to Websites
Not only will links within your e-newsletter propel traffic to your website, it makes navigation easy for readers. They will find additional information quickly, and you will keep their interest longer.
5. Physical Contact Information
It's CAN-SPAM regulation to include a physical mailing address on e-communications. It also opens up an additional medium for people to contact you.
For a further look at these and others, read Email Labs' article, The 10 Most Ignored Email Best Practices.
Additional Resources
Permission Email Marketing: "Permission" is Not Optional
Learn about the CAN-SPAM Act
Questions?
Things you would like to see in Enrollment Marketing Best Practices
newsletters? Please email Kristin Carpenter, editor of Enrollment
Marketing Best Practices, at kcarpenter@studenthorizons.com.
To subscribe to this newsletter, please visit Student Horizons,
Inc. E-news.
To read archived newsletters, click
here. |
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