A well-planned email drip campaign can nurture prospective students through the enrollment journey, with strong potential to increase conversion rates. But what exactly is a drip campaign and what do educational establishments need to consider when creating one? Here’s our guide on how to launch a successful campaign tailored to international students. 

What is an email drip campaign?

A drip campaign is a series of pre-written emails automatically sent based on a schedule or triggered by specific user actions. It nurtures prospects by delivering personalised, targeted content to segmented lists over time. This allows marketers to guide leads using the right messaging at the right moment, without having to do it manually.

Plan your campaign strategy

Start by researching your target segments based on factors like country, academic interests, and education level. Then, tailor a sequence of email messages that address common questions and pain points at each stage of the student journey, from initial awareness of your institution up to enrollment. 

Craft compelling content

Your emails need to hook readers, so include attention-grabbing subject lines that spark curiosity or highlight the benefits of your offerings. In the body, share relevant information and practical tips, like programme highlights, admission requirements, and application deadlines. And don’t forget clear calls-to-action – whether it’s scheduling a campus tour or starting an application, make the next step obvious.

Personalise and automate

Segmenting your email lists allows you to tailor content to specific audiences. Use marketing automation to trigger emails based on user actions like webpage visits or email opens. This ensures you’re reaching out at key moments with relevant messaging. You can even use dynamic content blocks to automatically insert the recipient’s name for a personalised feel.

Test, optimise, repeat

No campaign is perfect on the first try. Review metrics like open rates, click-throughs, and conversion rates to identify areas for improvement, and update your campaigns with fresh content and tweaks for maximum impact. 

A well-planned, data-driven email drip campaign is an invaluable tool for educational institutions. By using the power of automation to deliver personalised, timely content, you can efficiently nurture prospective students through the enrollment journey. 

Written by Stephanie Clark