3 Tips to Capturing the College Market With Email
College students receive hundreds of emails, many which remain unread. These messages come from a variety of sources — school, extracurricular activities, parents, friends, employers and so on. This clearly causes a problem for anyone trying to reach out to college consumers via email. How do businesses make sure their email campaigns resonate with this target demographic? Here are three tips to aid your efforts:
1. Develop a sweet subject line. An email subject line that's clear and compelling gives your email better visibility in a crowded inbox. If you want your recipients to take action, be sure to include that in the subject line — e.g., "please repond." A generic subject line like “Newsletter” doesn’t offer a compelling reason to open your message and will likely result in a very low open rate.
2. Be mobile friendly. Almost everyone has a BlackBerry or iPhone these days; college students are no exception. For many students, their smartphone is their only phone line. It's also how they most frequently access their email. With that in mind, test your emails to ensure they display properly on all mobile devices and that any links in your message direct folks to a mobile-friendly site. These little details show that you're in tune with the way your target audience accesses email. Believe me, they’ll be grateful.
3. Use a multichannel approach. Message frequency is key. Simply sending your email message isn’t enough. You need to reach college students through more than one channel. My suggestion would be Facebook. It’s cheap and relatively easy to set up. Just be sure to use a page for your business, not a group. This way, any updates you post will automatically be added to the news feeds of your followers.
Paul Turnbull is the product manager for Campaigner, where he's responsible for product design and providing an easy-to-use email marketing solution for small to midsized businesses. Paul can be reached at email@example.com.
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