Marketing automation can help prevent right-fit families from slipping through the cracks by keeping them informed and engaged throughout their school-selection process. If you plan on implementing an inbound marketing strategy, marketing automation is essential.
What is Marketing Automation?
Marketing automation allows schools to more effectively market to their multiple audiences on multiple channels by “automating” repetitive tasks. A marketing automation strategy includes both the technology for automation, as well as the plan for executing it.
Schools can use marketing automation to automate emails to specific groups to ensure they receive more relevant communications based on where they are in the funnel. Keep in mind that automated emails are not intended to replace other important communications, like newsletters or event invites. Rather, they are intended for smaller audiences with a specific goal in mind.
Automated workflows have two main goals:
- Save you and your team time by automating emails you may otherwise plan to send manually
- Increase engagement with your school to increase conversions (inquiries, applicants, enrollment, donations, etc.)
It is important to note that automated workflows are not a replacement for weekly or monthly newsletters, a blog subscription, or even important updates. They are intended to nurture current, prospective, and former families down a particular path towards conversion. (You can learn more about the basics of email automation in this blog post.)
Workflows can be used throughout all departments at your school, including admissions, marketing, development, and even athletics.
See our Best Practice Articles on workflows for Admissions, Marketing, and Development for additional examples.
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