Email marketing is one of the best ways for schools, agents, and partners in the international education industry to widen their reach. But how do you go about using email to promote your offerings and increase enrollments? Here’s our step-by-step guide to effective email marketing for your international education business.

1. Build your mailing list

The first step is to grow your email subscriber list of potential clients. Promote a sign-up form prominently on your website, at international education fairs, and through partnerships with student recruitment agencies. It often helps to offer an incentive, such as a free ebook on studying abroad or a chance to win a scholarship. 

2. Segment your audiences

Don’t make the mistake of sending out the same generic email to everyone on your list. Instead, segment your audiences based on factors like geographic region, areas of study interest, enrollment funnel stage, and more. This allows you to tailor content to resonate with specific audiences for better engagement.

3. Create eye-catching campaigns

Next, design professional email templates that are mobile-friendly, visually appealing, and on-brand. Write intriguing subject lines that motivate recipients to open your emails, and share a mix of content, such as programme information, application deadlines, success stories, behind-the-scenes glimpses, and clear calls-to-action like ‘Apply Now’. Personalisation will also increase your chances of success, so make sure to include the recipient’s name. 

4. Analyse and optimise

Once your emails have been sent out, don’t just forget about them. Review key metrics like open rates, click-through rates, and conversion rates for each email campaign. A/B test variables like send times, subject lines, and content to continually improve performance. It’s also advisable to remove inactive subscribers periodically to keep your lists clean and engaged.

5. Follow the law

Email marketing regulations, like anti-spam, exist to protect consumers. Ensure compliance by including opt-out links, your institution’s address, and honouring unsubscribe requests promptly. 

When done correctly, email marketing allows you to nurture prospective international students or partners along the entire online journey in a cost-effective, scalable way. Follow these best practices to maximise the power of this core digital marketing channel.

Written by Stephanie Clark