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FATHOM

EDUCATION
How 1:1 Messaging Turns Student
Consideration into Enrollments
Fathom EDU – Higher Ed. Email Strategy
Client Success Story, Strategies That Work
Higher Ed. Email Strategy

Fathom EDU

Reactivation Email Campaign
The Client:
• 
• 
• 

A midsized Midwestern university
7,500 current students
Looking to increase enrollment 8% in
2013

The Challenge:
• 

• 

They were not contacting any leads
that had been dormant for 60 days or
more
How can we reengage these
prospective students and get them to
apply and enroll?
Higher Ed. Email Strategy

Fathom EDU

Reactivation Email Campaign
The Solution:
• 

Reactivation Email Campaign

The Foundation:
• 

Who is this email list?
• 

• 

These are prospective students who have
already been looking for schools for a
while, and have gotten branding/soft sell
messages from our client

How to proceed?
• 
• 

These prospects are at the end of the
research stage of the buying cycle
We went with an approach that was
targeted specific questions that they
have at that point in the cycle
Higher Ed. Email Strategy

Fathom EDU

Reactivation Email Campaign
The Strategy:
• 

• 

Subscribers are well into the research
stage, looking for specific info to
compare schools
Answer the questions that prospects
have at this point in the process
• 
• 
• 
• 
• 
• 

How much does it cost?
What scholarships and grants can I get?
What are your degree requirements?
How long will it take to graduate?
What degrees/courses are offered at
which campuses?
When can I start?
Higher Ed. Email Strategy

Fathom EDU

Reactivation Email Campaign
More Strategy:
• 
• 

• 

Quarterly messaging cycle, ramping up
to the quarterly start date
We send on a bi-weekly schedule,
covering each of the previous topics,
plus some seasonal messaging
Key factor – we place the information
that the prospect is looking for behind a
form, so that they need to put in a valid
phone number to access the
information
• 

This more than triples conversion on the
landing pages, with over 90% of the leads
garnered this way being reached by
phone
Higher Ed. Email Strategy

Fathom EDU

Reactivation Email Campaign
The Email Template:
• 

Put most important information in
top left quadrant for display, and
top of scrolling mobile design
• 

• 

Preheader text
• 

• 

• 

Large, clickable buttons
This will show up in the inbox on
many email clients before the
subscriber opens

Usually send a message with
multiple topics, gives more
opportunities to click and submit a
lead form
Don’t use much text
Higher Ed. Email Strategy

Fathom EDU

Reactivation Email Campaign
Form Optimization:
• 

Include as few fields as possible
• 

• 
• 

• 
• 

One study we did found that 86%
of people who start to fill out the
form will drop off at the “degree of
interest field.”

Autofill the fields
Place the form in the top left
corner of a desktop display, and at
the top of a scrolling mobile layout
Make the button large, with a
bright color
Optimize the button language
• 

Never use “submit”!
Higher Ed. Email Strategy

Fathom EDU

Reactivation Email Campaign
The Results:
Delivery Rate: 99%
Open Rate: 16%
Click-to-open Rate: 22%
Landing Page Conversion Rate: 25%
Total Leads: 1,136
Total Applications: 80
ROI: 23:1
Fathom EDU

Higher Ed. Email Strategy
Calls-to-Action

Research Stage Calls-to-Action:
In the research stage, students have
recently heard about your school, and
are searching for basic information
• 
• 
• 

Browse the 2014 Course Catalog
View 2014 Tuition Rates
See if You Qualify for a Scholarship
Fathom EDU

Higher Ed. Email Strategy
Calls-to-Action

Consider Stage Calls-to-Action:
In the consider stage, students have
narrowed their choices down to a few
schools and are ready to engage
further
• 
• 
• 

RSVP for the Open House
Get in Touch with an Advisor Now
Take a Virtual Tour Today
Fathom EDU

Higher Ed. Email Strategy
Calls-to-Action

Commit Stage Calls-to-Action:
In the commit stage, students are
ready to choose your school, and
need to be encouraged to start the
application process
• 
• 
• 

Start Class January 6th
Apply Online Today
Take the First Step Toward a Better
Future
Right On Interactive
What is Student Lifecycle Marketing?
Student lifecycle marketing offers
valuable insights into the journey
students take with your school from the
time they first indicate an interest in your
institution through degree or certificate
completion.
Right On Interactive
Find your “ideal” student
Identify the prospective students who
are the best fit and most engaged at
each stage of their enrollment journey.
Take into consideration:
• 
• 
• 

Geography
GPA & test scores
Engagement
Right On Interactive
Find your “ideal” student
With this critical data, schools can…
• 
• 
• 
• 

Improve communication
Save money on direct mail costs
Increase campus visits
Fill specialty programs (online, MBA,
adult education, nursing, etc)
Right On Interactive
Kellie
Prospective Student
Profile: 60
Engagement: 24

Research

Consider

Commit
Right On Interactive
Kellie
Prospective Student
Profile: 60
Engagement: 24

Email	
  

Website	
  

Social	
  	
  
Media	
  

Direct	
  
Campus	
  
Direct	
   	
  
Mail	
  
	
  
Visit	
  
	
  	
  Mail	
  	
  	
  	
  	
  T	
  	
  	
  So	
  
Mail	
  
Right On Interactive
Kellie
Prospective Student
Profile: 60
Engagement: 92

Research

Consider

Commit
Questions?
Lauren Littlefield
Director of Marketing
Right On Interactive
llittlefield@rightoninteractive.com

Jeff Versteeg
Senior Account Executive
Fathom Online Marketing
JVersteeg@fathomdelivers.com

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How 1:1 Messaging Turns Student Consideration into Enrollments

  • 1. FATHOM EDUCATION How 1:1 Messaging Turns Student Consideration into Enrollments
  • 2. Fathom EDU – Higher Ed. Email Strategy Client Success Story, Strategies That Work
  • 3. Higher Ed. Email Strategy Fathom EDU Reactivation Email Campaign The Client: •  •  •  A midsized Midwestern university 7,500 current students Looking to increase enrollment 8% in 2013 The Challenge: •  •  They were not contacting any leads that had been dormant for 60 days or more How can we reengage these prospective students and get them to apply and enroll?
  • 4. Higher Ed. Email Strategy Fathom EDU Reactivation Email Campaign The Solution: •  Reactivation Email Campaign The Foundation: •  Who is this email list? •  •  These are prospective students who have already been looking for schools for a while, and have gotten branding/soft sell messages from our client How to proceed? •  •  These prospects are at the end of the research stage of the buying cycle We went with an approach that was targeted specific questions that they have at that point in the cycle
  • 5. Higher Ed. Email Strategy Fathom EDU Reactivation Email Campaign The Strategy: •  •  Subscribers are well into the research stage, looking for specific info to compare schools Answer the questions that prospects have at this point in the process •  •  •  •  •  •  How much does it cost? What scholarships and grants can I get? What are your degree requirements? How long will it take to graduate? What degrees/courses are offered at which campuses? When can I start?
  • 6. Higher Ed. Email Strategy Fathom EDU Reactivation Email Campaign More Strategy: •  •  •  Quarterly messaging cycle, ramping up to the quarterly start date We send on a bi-weekly schedule, covering each of the previous topics, plus some seasonal messaging Key factor – we place the information that the prospect is looking for behind a form, so that they need to put in a valid phone number to access the information •  This more than triples conversion on the landing pages, with over 90% of the leads garnered this way being reached by phone
  • 7. Higher Ed. Email Strategy Fathom EDU Reactivation Email Campaign The Email Template: •  Put most important information in top left quadrant for display, and top of scrolling mobile design •  •  Preheader text •  •  •  Large, clickable buttons This will show up in the inbox on many email clients before the subscriber opens Usually send a message with multiple topics, gives more opportunities to click and submit a lead form Don’t use much text
  • 8. Higher Ed. Email Strategy Fathom EDU Reactivation Email Campaign Form Optimization: •  Include as few fields as possible •  •  •  •  •  One study we did found that 86% of people who start to fill out the form will drop off at the “degree of interest field.” Autofill the fields Place the form in the top left corner of a desktop display, and at the top of a scrolling mobile layout Make the button large, with a bright color Optimize the button language •  Never use “submit”!
  • 9. Higher Ed. Email Strategy Fathom EDU Reactivation Email Campaign The Results: Delivery Rate: 99% Open Rate: 16% Click-to-open Rate: 22% Landing Page Conversion Rate: 25% Total Leads: 1,136 Total Applications: 80 ROI: 23:1
  • 10. Fathom EDU Higher Ed. Email Strategy Calls-to-Action Research Stage Calls-to-Action: In the research stage, students have recently heard about your school, and are searching for basic information •  •  •  Browse the 2014 Course Catalog View 2014 Tuition Rates See if You Qualify for a Scholarship
  • 11. Fathom EDU Higher Ed. Email Strategy Calls-to-Action Consider Stage Calls-to-Action: In the consider stage, students have narrowed their choices down to a few schools and are ready to engage further •  •  •  RSVP for the Open House Get in Touch with an Advisor Now Take a Virtual Tour Today
  • 12. Fathom EDU Higher Ed. Email Strategy Calls-to-Action Commit Stage Calls-to-Action: In the commit stage, students are ready to choose your school, and need to be encouraged to start the application process •  •  •  Start Class January 6th Apply Online Today Take the First Step Toward a Better Future
  • 13. Right On Interactive What is Student Lifecycle Marketing? Student lifecycle marketing offers valuable insights into the journey students take with your school from the time they first indicate an interest in your institution through degree or certificate completion.
  • 14. Right On Interactive Find your “ideal” student Identify the prospective students who are the best fit and most engaged at each stage of their enrollment journey. Take into consideration: •  •  •  Geography GPA & test scores Engagement
  • 15. Right On Interactive Find your “ideal” student With this critical data, schools can… •  •  •  •  Improve communication Save money on direct mail costs Increase campus visits Fill specialty programs (online, MBA, adult education, nursing, etc)
  • 16. Right On Interactive Kellie Prospective Student Profile: 60 Engagement: 24 Research Consider Commit
  • 17. Right On Interactive Kellie Prospective Student Profile: 60 Engagement: 24 Email   Website   Social     Media   Direct   Campus   Direct     Mail     Visit      Mail          T      So   Mail  
  • 18. Right On Interactive Kellie Prospective Student Profile: 60 Engagement: 92 Research Consider Commit
  • 19. Questions? Lauren Littlefield Director of Marketing Right On Interactive llittlefield@rightoninteractive.com Jeff Versteeg Senior Account Executive Fathom Online Marketing JVersteeg@fathomdelivers.com