Patricia Maben, President, 3 Enrollment Marketing
The shift to a more experience-driven economy means personalization and efficiency in enrollment marketing strategies are critical. Marketing automation platforms (MAPs) can meet those needs by providing a higher level of personalization and efficiency.
MAPs provide a level of personalization that goes beyond the static data management of typical CRMs like Slate. MAPs allow institutions to tailor communications based on real-time student interactions and behaviors, not just demographic data. MAPs can automatically trigger personalized emails based on specific actions a prospective student takes, such as opening and clicking on an email, visiting a financial aid page, or attending a virtual open house. This capability ensures timely and relevant engagement, which is vital for effectively nurturing potential students and major donors.
MAPs often come equipped with advanced analytics and reporting tools that offer deeper insights into campaign performance and user engagement. These analytics empower higher education marketers to fine-tune their strategies in real-time, ensuring they always resonate with their audience’s evolving preferences. This adaptability is a key element in the experience economy, where expectations are constantly changing.
In contrast, traditional CRMs often require manual segmentation and campaign management, which is labor-intensive and less responsive to immediate engagement opportunities for both prospective students and alumni/donors.
While CRMs play a crucial role in managing relationships and data, marketing automation platforms (MAPs) provide a more proactive and adaptive approach. This is vital for institutions aiming to simultaneously enhance student recruitment strategies and alumni engagement, increase participation in special giving programs, and ultimately boost contributions across various donor levels.
In essence, for higher education institutions looking to thrive in the experience economy, the adoption of a marketing automation platform offers a strategic advantage by enabling more personalized, efficient, and data-driven enrollment marketing efforts.
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ABOUT 3 ENROLLMENT MARKETING: 3 Enrollment Marketing (3E) masters the complexities of higher education enrollment, blending modern, cutting-edge strategies with expert precision to achieve industry-leading outcomes.
