In the situation provided so many opportunities and options for students, they generally are confused about which college to opt for, which college would offer them the best career guidance, and so on and so forth. We can just guide them in the right direction by increasing their curiosity and interests in a very simple yet effective way. One of the key areas that we can drive their attention is through marketing automation and keep iterating the communications with creating the catchy subject lines of the email templates. This would gradually increase the open rate/click rates of the emails.
Creating Subject Lines
Some of the key aspects of the institute that can be showcased are as follows:
- About the college
- About the achievements of the college
- The alumni and their achievements
- Infrastructure/College tour
- Extracurricular activities and competitions
We tried naming these as KNOW MORE Series/Templates. Where we are sending out the promotional emails at regular intervals. This is the general practice done in the cases of the CRM only clients wherein we don’t have much of the client’s data to personalize the content accordingly.
So in the promotional templates, the subject lines can be catchy and fancy to catch the attention of students.
If the template is “About the College” then you can write it as-
“You have chosen the right <College_Name>”
“Your wait of admissions is over at <College_Name>
“Know more about the <College_Name>’s lavish infrastructure”
“Best professors and career counsellors at <College_Name>
“<Candidate_name>, thank you for showing your interest at <College_name>”
The kind of subject lines can be created when we have all the data points of leads and applications to personalize our communications.
Personalization - Tokens of personalized names and college names have got higher click rates.
If you can't (or don't want to) use personalization tokens in the subject line, use "you" or "your" so it still sounds like you're addressing them directly.
For example, the lead is still unverified,
The subject lines can be:
“<Registered_name>, Don’t lose out the opportunity to be a part of <college_name>”
“You have shown interest to be a part of <College_name>, Please verify”
“<College_name> | Hit on verify the link and be a part of one of the best colleges in India”
The lead has verified but not initiated the application form:
“Dear<Registered_name>, Start your application form at <college_name>”
“Your application is one step away from getting shortlisted at <college_name>”
The lead has completed the application form but not made the payment:
“Dear <registered_name>, submit the application form at <college_name”
“Your application form is completed, make the payment at <college_name>”
“You have taken the best decision to join <college_name>, complete the payment”