Imagine this: you’ve just nailed down a powerful email campaign targeting full-paying families. Customizable and cost-effective, it’s been your go-to marketing tool. But what if I told you there’s something even more potent—a marketing automation system that takes your email marketing to a whole new level? This isn’t just email marketing; it’s email marketing on steroids.
Welcome to Marketing Automation
Marketing automation isn’t just about sending emails. It’s about creating an intelligent system that knows what your prospects want and when they want it. Here’s how it works:
- Trigger Campaigns: Picture this scenario. Your applicant has just completed their interview, and this change is updated in the student’s record. Automatically, a series of personalized emails is sent to the student over a set period—this is a drip campaign. If the student opens two of these emails, the program alerts the admission counselor. It’s like having a personal assistant who knows exactly when to follow up.
- Web Analytics: Once you have a prospect’s email, you gain insight into their behavior on your website. You can see what pages they visit, how long they stay, and what captures their interest. This information allows you to tailor your follow-up interactions to their specific interests. Imagine knowing exactly what to say to keep them engaged!
- Lead Scoring: This is where things get really interesting. Marketing automation can score your prospects based on their interactions with your content. For example:
- Opening a sports email: 10 points
- Opening an arts email: 15 points
- Clicking a link: 15 points
- Attending an open house: 25 points
- High interview score: 25 points
- Submitting an application with fee: 15 points (+35 points if no financial aid is required)
When a prospect’s score hits a certain threshold (say, 60 points), an action is triggered—perhaps alerting an admission counselor or sending a special email. It’s like having a heat sensor that identifies your hottest leads.
The Challenge
Choosing the right system depends on your current customer relationship management (CRM) platform. If you’re using robust systems like HubSpot or Slate, many of these features are built-in. With tools like MailChimp or Constant Contact, you’ll get some of this functionality but may face integration challenges. Salesforce offers 10 free licenses for non-profits, but adding Pardot provides the full marketing automation experience. However, online folder reading requires customization to fit your needs.
The Opportunity
Marketing automation is becoming more affordable and accessible for schools. Understanding how to leverage these tools will be a critical part of your strategy, especially in engaging full-paying families. It’s not just about sending emails; it’s about creating meaningful interactions that move prospects through the admissions funnel efficiently and effectively.
Making It Work for You
To get started, assess your current CRM system and research the best way to integrate marketing automation tools. The goal is to create a seamless, intelligent marketing process that enhances your ability to attract and retain full-paying families.
Remember, in the world of enrollment management, it’s all about staying ahead of the curve. Marketing automation isn’t just the future—it’s the present. Embrace it, and watch your enrollment numbers grow.
