If we’ve heard it once from customers this year, we’ve heard it one hundred times. “My [insert name of college official here] wants to know what we are doing on Twitter.”

With the media hype, celebrity attention, and general curiosity, this funny-named phenomenon that simply lets us answer the question, “what are you doing?” is riding the tidal wave of novelty. So, is Twitter a channel that works for higher education marketing and recruitment?

Here are two thoughts to keep in mind if you choose to leap into the Twittersphere:

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Asked by a college administrator last year during a SunGard Higher Education technology demonstration, it’s a common question raised by those using promotional email marketing for enrollment.

The answer (in this instance) included a lengthy description of the technical considerations taken into account to prevent this from happening.

The problem with technology-centric view  is that it represents only one part of the answer. Unlike the postal service – which is under charter to delivery every piece of stamped mail you can send – the Internet Service Providers (ISPs) have no such obligation.

In another example, we recently had an enrollment marketing practitioner ask, “How can I make the ISPs take my messages?” It doesn’t work that way.

Simply focusing on the email marketing delivery system is not the answer. Keeping out of the SPAM folder has a whole lot less to do with your software and everything to with your email marketing program. Read more… »