Name Recognition – Let’s face it: There is a lot of email out there. A new brand with little name recognition is going to face an uphill battle catching the eye of a student scanning his inbox. The right subject line can help overcome this, but it is difficult. Work on building name recognition first, and build your own internal list of customers (fans). Major retailers, fast-food chains, or other blue chip companies have an advantage in the name game and can make it work for them immediately.
Timing – Think about students and their lifestyle. The majority of them are connected all the time, meaning they could see your email anytime. However, pairing what they might be doing with your business can help increase your open and click-through rates. Time that pizza delivery offer for when students are cramming for finals. Happy Hour or entertainment offers usually have more success when delivered later in the week, when students are planning for the weekend.
Targeting – The direct marketing world is filled with valuable data now. We believe that the more targeted you become, the more relevancy you achieve. Our clients have the ability to target students by zip code, race, school, age, and even their major!
Be Memorable – It’s easy to overcomplicate a promotion: too many hurdles; too many restrictions. In order for an offer to be successful, it needs to be memorable. For example, “30% off any item in the store or online” or “Buy 1 – Get 1” are both memorable. Being memorable makes it easy for students to share it with friends, too.
For more information on student email advertising, or to request a count for your project, contact us here.