Email Marketing Best Practices for Higher Ed – SMA Marketing

Like it transformed personal communication 25 years ago, email has revolutionized how colleges and universities connect with students.

Although some people now neglect their inboxes, overwhelmed by the clutter, email is still one of the most essential communication tools, particularly in higher education.

Successful email marketing is highly personalized, data-driven, and optimized for engagement. When you leverage email marketing best practices for higher ed your messages will cut through the noise and engage prospective students.

What Is Email Marketing, and Why Do You Need It?

Email marketing is the practice of creating custom communications for a specific audience. Statistics show that email is crucial for reaching this generation of prospective students:

• 94% of Gen Z uses email. They rely on it for school, work, and official communication. (Source)
• Higher education emails have an average open rate of 28.5% and a click-through rate of 4.4%, making it one of the highest-performing industries for email marketing. (Source)
• 37% of Gen Z consumers say regular brand emails influence their decisions. While they may scroll past ads, a well-crafted email still grabs their attention. (Source)

Well-Designed Email Marketing Strategies Work!

Best Practices for Higher Education Email Marketing

Define Clear Goals and Objectives

Every email campaign should align with a clear goal. Are you aiming to increase applications, improve engagement with current students, or boost event attendance? By defining measurable objectives, you can craft more focused messaging and track the effectiveness of your campaigns.

Segment Your Audience

Not all students are at the same stage of their journey, so audience segmentation is essential. By grouping recipients based on demographics, interests, or behavior, you can deliver relevant content that resonates. For example, prospective students may receive application deadlines and campus visit opportunities, while current students might get updates on extracurricular activities and academic resources.

Craft Compelling Subject Lines

Your subject line is the first impression—make it count. Keep it short, intriguing, and personalized to boost open rates.

Provide Valuable Content

Email content should offer your audience tangible benefits. Prospective students may appreciate admissions guides and financial aid tips, while current students will find campus updates and career services information valuable.

Use Mobile-Friendly Design

With most students checking email on their phones, a mobile-first approach is critical. Ensure your emails feature:

• Responsive design that adapts to different devices
• Clear fonts and concise text for easy reading
• Clickable buttons that simplify navigation

A/B Test Key Elements

Optimize performance by testing different subject lines, email layouts, and calls-to-action (CTAs). Use data to refine your approach and discover what resonates most with your audience.

Maintain Consistency and Frequency

Regular communication keeps your institution top of mind. However, balance is key—too many emails may lead to unsubscribes, while too few may cause students to disengage. Set a cadence that aligns with student needs and institutional objectives.

Monitor Analytics and Refine

Tracking performance metrics is key to improving engagement. Monitor:

• Open rates – Are subject lines effective?
• Click-through rates – Are students engaging with content?
• Conversion rates – Are emails driving desired actions?

Refine future campaigns based on data-driven insights.

See How We Helped a Seminary Improve Organic Ranking and Visibility

Email Marketing Tips for Gen Z

Email needs to be more than just informative for today’s college-bound students—it has to be captivating. Gen Z is a generation raised on instant access to information, interactive content, and visually compelling media. Just as they don’t sit through a buffering video in 2025, they won’t engage with long, text-heavy emails.

Think of how AOL’s “You’ve got mail” notification once created anticipation. That feeling is what your emails should evoke—a sense of relevance and excitement. To capture and hold their attention:

• Make it visual. Videos, GIFs, and interactive elements can transform a standard email into an engaging experience. Example: Embed a short student testimonial video instead of linking to a webpage.

• Keep it short and scannable. Your audience will likely move on if the main message isn’t clear within a few seconds. Use bullet points, bolded text, and clear headings for easy reading.
• Prioritize personalization. Emails should feel like they were written just for the recipient. Use their name, reference their interests, and recommend content based on their academic goals. Example: “Hi [Name], check out these scholarships tailored for you!”

• Showcase authenticity and purpose. Highlight what makes your institution unique. Example: Feature a student-led project making an impact on campus.

• Include interactive features. Polls, quizzes, and clickable elements keep engagement high and encourage immediate responses. Example: “Tell us what major interests you most—click below to vote!”

• Create FOMO (Fear of Missing Out). Gen Z responds well to exclusivity and urgency. Example: “Limited Spots for Our Campus Tour—Reserve Yours Today!”

• Leverage social proof. Testimonials, alumni success stories, and student-generated content build trust and credibility. Example: Highlight a graduate who landed a dream job thanks to your program.

• Focus on value and affordability. Highlight financial aid options, affordable education pathways, and cost-saving resources. Example: “Explore our tuition-free programs and scholarship opportunities.”

• Use relatable language. Avoid corporate jargon and keep the tone conversational, making emails feel approachable and engaging.

Download the SOAP Sequence Template for Email Marketing 

Key Campaign Types for Higher Education

Your emails must offer consistent value to stand out in students’ inboxes. Here are the essential email campaigns every higher education institution should implement:

Welcome Emails for Prospective Students

• What’s the purpose? Introduce your institution, set expectations, and guide students through their next steps.
• Who gets them? Newly admitted students and those who sign up for more information.
• Welcome email tips: Highlight campus life, academic programs, and student resources. Include a call-to-action (CTA) for virtual tours, admissions meetings, or downloadable guides.

Example: “Welcome to [University Name]! Explore our campus, meet our faculty, and start your journey with us.”

Event Announcements and Updates

• What’s the purpose? Promote upcoming events, open houses, and virtual Q&A sessions.
• Who gets them? Prospective students, current students, and alumni depending on the event.
• Event email tips: Clearly outline event details, create urgency with countdowns or limited spots messaging, and provide easy registration links.

Example: “Join us for our Virtual Open House—Live Q&A with Admissions on [Date]!”

Content for Current Students

• What’s the purpose? Keep students engaged with academic and extracurricular resources.
• Who gets them? Enrolled students.
• Student email tips: Share course registration deadlines, career services updates, and student organization opportunities. Use concise formatting and scannable sections.

Example: “Explore 50+ student clubs! Find your community on campus today.”

Alumni Engagement Campaigns

• What’s the purpose? Maintain relationships with graduates and encourage involvement.
• Who gets them? Alumni and donors.
• Alumni email tips: Highlight success stories, invite alumni to networking events, and promote giving opportunities. Keep messaging warm and community-focused.

Example: “Celebrate our alumni success! Join us for a networking night in [City].”

Application and Enrollment Reminders

• What’s the purpose? Ensure students complete their applications and enrollment process on time.
• Who gets them? Prospective students and admitted applicants.
• Enrollment email tips: Include deadlines, required materials, and next steps. Offer links to admissions counselors for support.

Example: “Your application is almost complete! Submit your final documents by [Deadline].

Leveraging Technology in Higher Education Email Marketing

Email Automation and Drip Campaigns – Automated workflows ensure consistent communication at key stages, from inquiry to enrollment.

Dynamic Content and Personalization – Using email marketing software, institutions can tailor content based on a student’s interests, academic program, or stage in the admissions process.

Integration with Social Media Campaigns – Email and social media should work together. Promote email sign-ups through social platforms and repurpose email content for a broader digital reach. 

Powerful Tools for Better Campaigns – Leverage email marketing platforms that offer segmentation, automation, and analytics to streamline your strategy.

A well-executed email marketing strategy helps higher education institutions connect with prospective and current students in meaningful ways. You can create high-impact email campaigns that drive enrollment, engagement, and long-term student success by setting clear objectives, leveraging personalization, and optimizing for Gen Z preferences.

Need some help crafting an email campaign? Contact us!