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College Promotional Email Marketing Fails Best Practices Assessment
No strategy, no student value, and no compliance leads to deliverability and performance issues
(Savannah, GA- October 14, 2008) - The email marketing practices of undergraduate admission offices can't get much worse. In a review over 300 promotional messages from 180 institutions, ranging from elite research universities to small, four-year private colleges, enrollment managers and marketers receive a failing grade. This according to a new research report from DemandEngine, an interactive marketing firm for higher education.
Overwhelmingly, higher education institutions disregard email best practices and simply ignore the basic tenets of CAN-SPAM, a federal act governing the use of commercial email. In a new white paper entitled, Death by a Thousand Cuts: The Email Marketing Practices of Undergraduate Admission Offices, DemandEngine reports on their findings as well provides actionable recommendations to improve email marketing programs.
Using DemandEngine's email assessment methodology, over 300 messages were evaluated on criteria representing trust demonstrated by the tenets of the CAN-SPAM ACT of 2004 and value to the student through the application of email best practices. "We reviewed everything from email with Microsoft Clip Art to one institution that sent out their SACS accreditation newsletter to prospective students, " said Jennifer Copeland, general manager of DemandEngine. "It's unfortunate that we saw examples from 'expert' higher education-specific email providers and communication agencies. Higher education enrollment managers and marketers, short of resources and internal expertise, too often treat technology as a magic potion ... which vendors are more than happy to provide. Yet, it's the strategy that leads to success more times that not."
Worst-case examples include:
Numerous examples of colleges and universities sending 'welcome emails' expressing excitement for the student's interest. Unfortunately the excitement stopped in the text as these messages were sent from that anonymous employee that seems to work at all institutions, admission@[insert college or university name here].edu.
The university that emailed students information on their music scholarships by dumping 400 email addresses into the CC: field. Apparently, this information was sent to the entire inquiry pool as these 400 addresses only represented students with emails beginning with the letter H through the letter L.
Another institution that emailed their newsletter including 12 instances of 'Click here' links, a notorious SPAM filter trigger. Unfortunately, this message was created by an agency and delivered by an email vendor - both well-known 'experts' within higher education.
"Despite the popularity of social applications and technologies, email still sits at the top of the interactive marketing channel food chain," said Copeland. "Based on our results and the high email adoption rates by colleges and universities to communicate with prospective students, it's clearly an underperforming communication strategy."
In the Spring of 2008, ten thousand high school seniors were contacted and asked to submit any promotional college email they received. The study was limited to promotional email only; transactional or procedural messages were eliminated from the review. "We wanted to focus on commercial-oriented messages as they are subject to CAN-SPAM provisions," said Copeland. "Whether they realize it or not, many college and universities are putting their deliverability reputation at risk with the Internet Service Providers, not to mention their brand reputation, with current email practices.
To register for a copy of the research report, visit http://www.demandengine.com/research/email-marketing-practices-higher-education-undergraduate/index.php.
About DemandEngine
DemandEngine is an interactive firm dedicated to higher education marketing. With interactive marketing strategic services combined with email, search engine marketing and social applications development capabilities, our mission is simple: help colleges and universities have with conversations with students, alumni, and industry to achieve institutional goals. Headquartered in Savannah, Ga, DemandEngine has served over 150 institutions ranging from alumni and continuing education units, to undergraduate and conferencing and events departments.
DemandEngine's home page address is http:// www.demandengine.com or call 912-354-8007.
Contact:
Ashley Lee
Marketing Account Coordinator
DemandEngine
a.lee@demandengine.com
+1-912/354-8007
