In this Presentation, Lisa talked about the response rate of student mystery shopper email inquiries from 60 randomly selected institutions in U.S., Australia and Canada, and how this would affect an institution in marketing to and recruiting international students.
6. Response Rate of Student Mystery Shopper Email Inquiries
30 Institutions randomly selected from US, Australia, Canada
6
23%
54%
13%
10%
No response
Responded within 24 hours
Responded within 2 business days
Responded within 1 month
9. Response Rate of Student Mystery Shopper Email Inquiries
60 Institutions randomly selected from US, Australia, Canada
9
32%
50%
13%
5%
No response
Responded within 24 hours
Responded in 2 to 5 business days
Responded within 2 weeks
10. Further Analysis of the Responsive Institutions
n=41
10
68%
32%
No Chinese Materials
Have Chinese Materials or officers who
can speak Chinese
14. College Fair Mystery Shopper—Vietnam
26 US institutions surveyed
14
19%
31%
27%
12%
12%
No response
Responded within 24 hours
Responded in 2 to 5 business days
Responded within 2 weeks
Responded within 1 month
15. College Fair Mystery Shopper—Beijing, China
28 US institutions surveyed
15
25%
53%
18%
4%
No response
Responded within 24 hours
Responded in 2 to 5 business days
Responded within 2 weeks
16. College Fair Mystery Shopper—India
13 US institutions surveyed
16
54%
46%
Institutions with no response
Institutions with response
-vast field of prospective students
-millions of prospects internationally
-students gather information and do their research
-then this guy emails— he saw your institution at a college fair or he learned about it on your website and he wants to know more
-so he sends an email requesting more information
-Epic fail
-and then this happens…no response
-how do we know? because we were that student in a series of mystery shopper experiments
-we’ll let you in on our little secret
-you are all being sworn into the Intead mystery shopper program
-we’ll give you the down and dirty on institutional response rates to international student inquiries
-our very first mystery shopper experiment
-what we did…
-the results
choking off the funnel
mystery shopper part deux
-what did we do…
-what it’s like when no one gets back in touch with you
one-to-one communication vs account management and service
Marketing automation and CRM
Marketing automation— helps marketers better target and execute one-to-one communication with key prospects, simultaneously managing and tracking marketing resources against this activity. Marketing automation includes multiple communication channels, such as email, social media, web landing pages,etc.
CRM— customer relationship management
CRM, client relationship management, is a very large umbrella that includes sales, marketing, marketing automation and customer service. Newer service providers integrate marketing with CRM systems, expanding functionality to include inbound and outbound marketing, analytics, and more.