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Email campaigns managed by schools offer the benefits of personalization, measurement and optimization, often driving increased enrollment volume from prospective students. Likewise, schools that leverage third-party partners, like Digital Media Solutions (DMS), to scale their email campaigns reap the benefits of email while accessing large third-party databases that can generate high-intent prospects now and for future enrollment periods.
Email marketing is often considered an “earned” media channel, but email reach (and results) can be scaled by leveraging third-party providers that deliver college-branded emails to the inboxes of more prospective students. Contact DMS to learn more about branded email opportunities.
Third-Party Branded Email Campaigns Scale Enrollment Marketing Efforts While Giving Higher Education Institutions Control Over Messaging And Tone
Branded emails sent by an internal college marketing team are sent only to emails housed within the college’s database or to purchased email lists. Third-party branded email campaigns, like those managed by DMS, let colleges reach larger audiences, because they are sent to lists owned by the third-party emailer.
Despite going to third-party lists, branded emails sent by external, third-party partners look like they are coming directly from the college team, because branded email creative executions can include college logos with creative elements and messaging specific to the school and their predefined campaign goals.
Third-party branded email campaigns usually drive traffic to college-branded landing pages developed specifically for the email campaign. Typically, these landing pages are where parents or prospective students will find registration invites for events like virtual tours, links to applications or general forms for requesting further information. Schools control all the messaging, content and creative on landing pages. And, when prospective students submit their information on these landing pages, it becomes first-party data owned by the college.
Higher education email marketing can be used for building awareness, nurturing prospective students and boosting application and enrollment rates. Branded email offers reach and results, scaled by leveraging preferred publisher partners that deliver emails to the inboxes of more prospects and broader audiences. Contact DMS to learn more about branded email campaigns.
The Benefits Of Running Branded Email Campaigns With DMS Include Scale, Customization And Rigorous Compliance
There are several benefits for higher education institutions working with DMS on branded email campaigns.
Third-Party Branded Email Campaigns Produce First-Party Data That Enhances Internal Databases For Future Campaigns
Third-party branded email campaigns are sent to databases owned by third-party partners, meaning the campaigns reach new prospects. Data generated from third-party branded email campaigns – such as information from prospective students that take desired actions, like filling out request forms – all belong to the college that is advertising. As a result, inquiries generated from third-party branded email campaigns can be added to internal databases for future nurturing and outreach campaigns.
Third-Party Branded Email Campaigns With Prioritized Compliance Let Colleges And Universities Focus On Higher-Level Strategic Initiatives
When higher education institutions work with DMS, they know they are working with a partner that prioritizes and operationalizes compliance. That means college marketers are able to leverage the DMS expertise and vast knowledge of email rules and regulations. Plus, DMS uses tools that eliminate emails being sent to schools’ existing databases and opt-out lists, setting the stage for generating high-intent, brand new prospects.
DMS Education helps colleges scale their enrollment marketing efforts with digital performance advertising inclusive of branded email campaigns, all backed by operationalized compliance. Contact DMS and learn more today.
Third-Party Branded Email Uses Customized Messaging To Provoke Action From Prospective Students
Third-party branded email campaigns for colleges and universities can be customized to offer personalized content, with schools maintaining full control over the user experience. Personalized emails often have higher click-through rates, and properly executed creative can generate excitement for prospective students and drive actions like registering for tours or meet and greets.
Performance-Based Third-Party Branded Email Campaigns Deliver Cost Efficiency For Colleges
Many third-party branded email campaigns, like those offered by DMS Education, use pay-for-performance models, which means colleges and universities only pay when specific actions, like completing an information request form, are completed. Performance-based models are a cost-efficient way for higher education institutions to broaden their reach to new prospective students while only paying for desired results.
Digital Media Solutions is a leading provider of technology-enabled digital performance advertising solutions. Contact DMS Education today to find out how digital performance advertising can help you engage and convert more students at scale.
Tested & Optimized Third-Party Branded Email Campaigns Can Boost College Enrollment Rates
A/B testing and optimization are recommended for all email campaigns, including third-party branded email.
Optimized Email Creative: Regular testing of design, including images, headlines and calls to action (CTAs) can build on successes and identify potential ways to improve, allowing for iterations that increase conversion rates. Many third-party providers will frequently run A/B tests to identify the most impactful creative elements.
Optimized Landing Pages: Landing pages that are well-designed and clear about intent are typically the most effective at driving desired results. Optimizing landing pages based on A/B testing can increase conversion rates.
Performance Feedback: Colleges should be in regular contact with third-party email partners with regard to campaign performance, including key milestone metrics, like contact rates and application volume. Performance feedback at the lead level allows third-party email partners to know what is working so they can make continued optimizations.
Higher education enrollment marketers that work with Digital Media Solutions will gain peace of mind, cost-efficient results and prioritized operational compliance. Contact DMS to learn more about how to maximize email marketing campaigns with preferred publisher partners, boosting higher education enrollment marketing efforts.
Do You Need To Efficiently Scale Your Enrollment Marketing Efforts?
You should consider adding third-party branded email marketing with DMS into your media mix.
DMS EducationTM is a thought leader in education and adtech-enable digital media distribution. Through our support of traditional and for-profit colleges, trade schools, community colleges, boot camps, continuing education providers, OPMs and agencies, we have seen it all. Led by industry veterans and dating back to our founding in 2002, DMS Education provides predictable, scalable and reliable education marketing. Contact DMS today to learn more about third-party branded email and other opportunities to efficiently scale your enrollment marketing efforts.