February 11, 2008

Don't Talk to Me That Way

Writing has been a part of every job I’ve had. As such, I read a great newsletter by online writer, Nick Usborne. This week, he wrote about continuity in emails. Meaning, without it each email is written as if it is the first and only email being sent to a prospect or customer.

I immediately began to think about this in terms of higher education marketing. Are we doing the same thing? Sending multiple emails to the same prospects, admitted students, or even donors with no continuity between the emails? Treating people as though we have never talked to them before?

The reason for continuity, claims Usborne, is creating and maintaining relationships. For most of us, relationship building is a key reason for using email. Yet if our emails (and all communication for that matter) don’t flow and are generic, what’s the point?

• Make sure your emails reference information presented in previous or upcoming emails. This is how you build relationships – the ongoing conversation. In your emails, remind prospects about that form you sent last month, that question you asked last week, or the phone message you left yesterday. Acknowledge that you have contacted them.
• Personalize communications when appropriate. Think about the amount of data you have on your prospective students, especially those who have applied. Are you using it? Data is a powerful tool, but useless if it sits in a computer in columns and rows. If you have it, use it when you are communicating to students.  

During this time of year when prospective college students are nearing the ultimate decision of choosing a school to attend, personalized and continuous communication is more important than ever.

Cathy Willette,
Vice President of Higher Education, James Tower

 

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