After posting 6 Lessons higher education has taught me about marketing for Millenials, I’ve gotten more head scratching about advocating for email in the overall media mix for this group. There’s no doubt emailing high school students isn’t the same as sending email to working professionals way back in 2001 — when answering emails on a BlackBerry in public was a personal branding opportunity to announce: “I’m so important, I’m answering email right here, right now!”
My point was simply to not ignore it and to think through where in the overall mix between social, PR, content marketing email fits when trying to engage Millenials in your higher education (or otherwise) brand. We actually used email at various stages of the marketing funnel at the Savannah College of Art & Design during my tenure. Campaigns at the top of the funnel were by far the most demanding simply because the awareness level was generally fairly low. Remember, this is the generation raised on social and mobile. Understanding that young adults actually like visual marketing, we took a more mobile product launch mindset to help us break away from the approach that these were somehow personal notes between strangers who haven’t yet met.
Below is the before and after — resulting in an increase of 383% click through rates and an increase of 502% click to open rates to the same list of high school students. In short, more people opened and clicked through to the new email campaign (which was the fourth one these students received from us) than on the first campaign when performance rates are almost always higher. It can be done.
Before. Lots of text, hyperlinks instead of buttons:
After. And, better. Stronger positioning, buttons for easy mobile click throughs:
– Jose Mallabo