Using Behavioral Intelligence to Improve Email Marketing
Universities across the country are revisiting their email strategies. With relevance never more critical and resources more and more limited, the challenge is automating email communication flows while also ensuring that messaging is timely and engaging for prospective students. Enter Capture’s Behavioral Email Series, a dynamic, personalized approach to sending emails that improves deliverability while maintaining healthy sender reputations with Internet Service Providers (ISPs).
Devised and engineered by a cross-section of Capture experts, the Behavioral Email Series provides more focused messaging to prospective students who are interested in your university while saving time and money. The email solution also offers timely analytics of these engaged prospect behaviors through a daily dashboard in Capture’s Behavioral Intelligence Platform.
Deliverability and Reputation
Traditional batch-and-blast email marketing is not seeing the results it used to. Delivery, open and click rates have declined. In the past, email results may have consisted of inflated send counts because some prospects simply would never unsubscribe. They also would not respond.
This constant send cycle needed to end because it posed a risk to future deliverability of emails to prospects who are engaging with your email. With less engagement due to prospects stuck in this loop, ISPs can flag senders as potential spam or junk.
This is a problem because email is still important. According to a recent study by NAPCO Research:
- 65% of Gen Z indicate email is their preferred method to receive communications.
- 60% of Gen Z feel that email communications are more personalized than other channels.
- 58% of Genz Z students check their email more than once a day.
Personalization is the key … and that’s where Capture’s Behavioral Email Series can help.
Capture put together a team of product specialists, communications professionals, enrollment consultants, marketing strategists, Capture clients and technology experts. The team diagnosed several issues that were leading to email engagement performance and got to work. One of their key early findings: 90% of a student’s first interaction happens within the first 12 email messages.
Welcome, Connect and Reengage
The Behavioral Email Series is a solution connected to Capture’s Behavioral Intelligence Platform. Recipient behaviors inform email marketing pathways and messaging. There are three phases of communication in Capture’s Behavioral Email Series that extend data hygiene, ensure relevance and encourage engagement. These phases are Welcome, Connect and Reengage.
The Welcome phase sets expectations with the recipients, so they know what is coming with future emails.
During the Connect phase, recipients are informed of the major value propositions of the institution, with clear connections to calls to action.
For those that do not interact with the first set of emails, a second attempt to reengage is made using “Breakup Emails” in which the university informs the student that they will no longer receive important university information if they do not engage in the next set of emails. This Reengage phase is an additional layer of data hygiene to ensure universities are only contacting those who want to be contacted.
Capture’s Behavioral Email Series improves email deliverability as well as establishes and maintains a healthy sender reputation with various ISPs, including Gmail and Yahoo. Testing shows higher acceptance by ISPs, which provides for better inbox placement. This, coupled with the phased approach to email messaging and delivery, has provided for higher open rates — some above 40%.
Do you have questions or need to know more about the Behavioral Email Series? Contact us at: capture.buzz/contactus.