Death by a Thousand Cuts: The Email Marketing Practices of Undergraduate Admission Offices
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How colleges and universities employ email marketing to engage prospective students can't get any worse.
In our assessment of 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. 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.
No strategy and using the medium as a low cost way to broadcast or blast messages to students are the underlying culprits. Approaching email marketing as a 'cheap and easy' method to communication has hidden costs to colleges and universities including damage to the institutional brand, a lowered reputation score from Internet Service Providers (ISPs), and lost enrollments.
The Bottom Line: The Results are Ugly
Colleges and universities of all types, shapes, and sizes ignore the basic tenets of CAN SPAM, put student goals last when dreaming up campaigns, and fail to effectively use email as a channel to initiate dialogue with prospective students. In this DemandEngine research report:
- Understand how your current email program is damaging your institution's sender reputation;
- Review the best practices of high performing email marketing programs;
- Discover specific recommendations to break free from underperforming email programs.
Please complete the form below to download the research report you selected. Note: A complimentary copy will be made available only to current higher education practitioners.
