Tag: Email

  • Email Marketing for Universities That Converts

    Email Marketing for Universities That Converts

    Reading Time: 11 minutes

    In a world obsessed with TikTok trends and digital ad spends, it’s easy to overlook the humble email. Yet, email marketing for universities and other higher educational institutions isn’t just surviving, it’s thriving.

    While newer platforms grab headlines, email continues to deliver results where it matters most: student recruitment. In fact, email engagement has surged by a staggering 78% in recent years. That’s a clear signal: email is not just relevant, it’s essential.

    Email remains one of the most powerful channels in higher education marketing, and for good reason. By the end of 2025, global email users are projected to reach 4.6 billion, with over 376 billion emails sent daily.

    Our targeted email marketing services can help you attract and enroll more students.

    Discover how we can enhance your recruitment strategy today!

    The ROI speaks for itself: email marketing returns around $36 for every $1 spent, outshining many other channels. Here’s the surprising part. Students want your emails. In a recent survey, more than 68% of students prefer to receive content via email from higher-ed institutions.

    But many schools are still doing it wrong. They send the same message to every contact, ignore personalization, and fail to align emails with the student journey. The result? Missed opportunities and low conversions.

    This guide will walk you through how to craft student-first, high-converting email campaigns, from audience research to measuring real impact. Ready to turn your inbox into an enrollment engine? Let’s dive in. 

    Why Email? Why Now?

    Let’s start from the very beginning. What is educational marketing? Educational marketing refers to the strategies and tactics used by schools, colleges, and universities to attract, engage, and enroll students. It includes campaigns across digital channels like email, social media, SEO, and paid ads to promote programs and build institutional brand awareness.

    From there, we move on to the big question: Is email still relevant in 2025? Absolutely. In fact, 69% of education marketers say email provides a good to excellent ROI, outperforming heavy hitters like social media (55%), display ads (19%), and even SEO (46%).

    Why is that?

    Because email does three things exceptionally well. It provides a direct line to decision-makers, allows for scalable personalization, and supports long-term engagement without burning through your budget.

    But, and this is key, many schools still aren’t tapping into its full potential. Too often, the same message is sent to everyone, without clearly defined audience profiles to guide the way. That’s where opportunity lives, for those willing to do it right.

    Know Your Audience: Meet Sophie

    Let’s talk about what separates forgettable campaigns from unforgettable ones.

    It starts with understanding your audience, not just broadly, but deeply. This is where student personas come into play.

    Meet Sophie.

    She’s a 30-something international career professional with 3–7 years of experience. Sophie is exploring MBA programs and micro-credentials, driven by career advancement and global networking opportunities. She’s ROI-conscious, skeptical about short courses, and likely found your school via Instagram or Google.

    See the difference?

    When you write with Sophie in mind, you’re not just blasting content, you’re building trust. She wants to know your credentials are legit. She’s inspired by student success stories. She’s curious about cultural experiences.

    So instead of saying, “Join our business program,” try, “Boost your global career with accredited micro-credentials and a community that spans five continents.” Now that’s an email that connects. Now that we’ve seen what a well-developed persona looks like, let’s explore how to apply this kind of insight through segmentation.

    Example: McMaster University’s Continuing Education division’s persona-based email drip campaigns for lead nurturing show how each email is tailored to a persona (e.g. career changers in Project Management or Applied Clinical Research) with personalized greetings (“Hi {{FirstName}}”) and program-specific content.

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    Source: McMaster University

    Make It Personal: Segmentation and Customization

    Different students have different interests and needs, so your university email campaign should too. 

    Segmentation

    By dividing your email list into meaningful groups (or “segments”), you can send each group content that truly matters to them. The result? Dramatically better performance.

    For instance, marketers have seen a staggering 760% increase in email revenue from segmented campaigns. Campaign Monitor also found that segmented education campaigns can achieve open rates around 18%, far above the industry average. Clearly, segmentation isn’t just a nice-to-have; it’s a game-changer.

    How to segment effectively? Think about the factors that distinguish your prospective students. Common segmentation angles in higher ed include:

    • Stage in enrollment journey: Are they brand-new inquiries, applicants, or admitted students? (More on this later.)
    • Academic interests: What program or major are they interested in? Emails tailored by program (e.g. Engineering vs. Liberal Arts prospects) will highlight different selling points.
    • Demographics/Location: Is the student international or domestic? High school senior or adult learner? Local or out-of-state? Each group may respond to different messaging.
    • Behavioural engagement: How have they interacted with your school so far? (Attended a webinar, downloaded a brochure, etc.) Those actions can trigger targeted follow-ups.

    Segmenting your list by criteria like these ensures each student gets content that speaks to their specific situation. As a result, your emails feel more relevant, and relevance drives results.

    Example: The Cut Design Academy launched a promotional recruitment email targeting prospective students for its January 2025 Makeup Artistry Certificate intake. The campaign focused on driving immediate applications from students close to the decision stage, offering a limited-time tuition discount to accelerate conversions. Framed around an exclusive offer, the email used urgency, clear benefits, and student-focused messaging to stand out. The campaign leveraged personalization through tone (“Dear creative mind”) and clear calls to action, guiding prospects from interest to enrollment with stage-aligned messaging.

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    Source: The Cut Design Academy

    Segmented emails consistently outperform generic blasts, leading to stronger engagement, greater relevance, and improved results across the board. Marketers find that tailoring messages to specific audience groups makes campaigns more effective and impactful. The bottom line? When you embrace the diversity of your audience and tailor your messaging accordingly, they’ll reward you with higher engagement.

    Let’s say you have a student interested in your Executive MBA. They’ve clicked on emails but haven’t registered for an event. You wouldn’t send them the same message as a high school student in Colombia interested in ESL. 

    Personalization

    Now add personalization on top. If segmentation is about who you’re writing to, personalization is about what and how you communicate to each person. Today’s prospective students expect a personalized touch, and they respond when they get it.

    Here’s why: Research shows that emails with personalized content have a 29% higher open rate and a 41% higher click-through rate than non-personalized emails. Simply put, personalization grabs attention. It signals to the student that “this is about you,” cutting through the clutter of impersonal mass communications.

    Personalization can be as simple as using the student’s first name in the greeting or subject line – emails with a personalized subject are 29% more likely to be opened, according to Experian. But it goes much deeper than that. Effective enrollment emails often incorporate personal details like the student’s intended major, specific interests, or past interactions.

    Let’s Look At Two Examples:

    • If a prospect has shown interest in your business program, your follow-up emails should reflect that. Highlight business-specific content such as alumni success stories, internship opportunities, and upcoming events related to the program. This reinforces relevance and keeps the student engaged with information they care about.
    • If a student clicks on a link about financial aid, your next email could focus on scholarships, bursaries, or affordability tips. This kind of targeted follow-up shows that you’re paying attention to their concerns. And students notice this effort.

    An EAB survey in 2024 found that 93% of students said receiving a personalized message from a college would encourage them to explore that school further.

    That’s an overwhelming majority who are more likely to engage simply because your email spoke directly to their interests or concerns. 71% of students expect personalized interactions from brands (including universities), and 76% get frustrated when they don’t get them. The message is clear: personalization isn’t just a nice touch; it’s expected.

    Example: This email from London Business School (LBS), addressed personally to the recipient (“Conor, come and meet some of the people that make LBS unique”), exemplifies effective personalization (using the student’s name and regional relevance) and event-based drip sequencing, reinforcing LBS’s presence and availability as the student prepares to make a decision.

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    Source: London Business School

    So, how can you infuse personalization into your campaigns? Here are a few proven tactics (think of these as the “little things” that yield big results):

    • Use dynamic fields: Most email platforms allow you to insert the recipient’s name or other attributes automatically. A subject like “John, here’s info on the Computer Science program you liked” is far more engaging than a generic “Learn about our programs.”
    • Tailor content to personas: If you’ve segmented by persona or interest, craft the email copy and images to match each segment. A student athlete might get an email highlighting campus sports facilities and team success, whereas a fine arts prospect might see content about your art studios or student exhibits.
    • Leverage behavioural data: Personalization can also be triggered by what a student does. For instance, “We noticed you started an application – here are the next steps,” or “Thanks for downloading our Nursing Program guide – would you like to attend a nursing info session?” These timely, relevant messages show that you’re paying attention and ready to help.

    In a nutshell, how do you develop a marketing strategy for a university? Start by defining clear goals (e.g., increase applications or improve yield), identify target audiences using personas, choose the right channels (email, social, SEO), create tailored content for each stage of the student journey, and measure results regularly to optimize performance.

    Align With the Student Journey

    A student’s path from curiosity to commitment isn’t linear. Your email marketing strategy shouldn’t be either.

    Awareness

    This is your digital handshake. Send welcome emails that reflect your institution’s voice: professional, warm, and resourceful. Keep it brief and include CTAs to helpful blog posts, reports, or program videos. The goal here? Spark interest and build trust.

    Example: Algonquin College initiated a welcome email campaign targeting newly inquiring students, aimed at supporting the awareness stage of the enrollment funnel. This automated email is sent immediately after a student checks out a program or completes an inquiry form, making it a textbook example of an early-stage drip campaign designed to keep the college top-of-mind and help prospects begin their research journey.

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    Source:  Algonquin College

    Consideration

    Now that they’re paying attention, it’s time to educate. Share program benefits, tuition details, and testimonials. Even better, offer personalized interaction, like a Q&A session with advisors. Emails at this stage become your student’s research partner.

    Example: Miami Ad School implemented a direct and informative follow-up email targeting prospective students who had expressed prior interest in one of its portfolio programs. The message used light personalization and concise formatting to clearly lay out the next steps for engagement. This email served as an early-stage consideration touchpoint designed to convert inquiry-stage leads into applicants.

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    Source: Miami Ad School

    Decision

    Here’s where the magic happens, or it doesn’t. Use emails to overcome last-minute doubts, emphasize application deadlines, and make it ridiculously easy to act. Offer a call with an advisor. Include direct application links. This is where you close the loop.

    Enrollment

    Don’t stop now. Once students say “yes,” keep the momentum going. Celebrate with a warm welcome, then guide them through the next steps: registration links, orientation videos, and community invites. Make them feel like part of something exciting.

    The Anatomy of a Winning Email

    So what does a high-converting email actually look like?

    1. Craft Irresistible Subject Lines

    • Include first names or program names
    • Add urgency (“Last Chance!”) or exclusivity (“Just for You”)
    • Steer clear of spammy ALL CAPS and excessive punctuation

    Example:
     [Alex], Your Journey to an International Career Starts Here

    2. Write Compelling CTAs

    • Be specific and action-driven:
      • “Apply Now”
      • “Book a Call”
      • “Join the Webinar”
    • Explore more about email CTA best practices

    3. Optimize for Timing and Mobile

    • Test send times (mid-week often work well)
    • Mobile-first design is a must; 55% of emails are opened on phones
    • Responsive layouts = higher clicks and happier readers

    Stay Out of Spam and In Their Good Books

    Even the best content won’t help if it lands in the junk folder. Avoid spam triggers (like “FREE!!!”). Keep your database clean, and follow laws like CAN-SPAM (US), CASL (Canada), and PECR (UK). And yes, always include that unsubscribe link; it builds trust.

    Fun fact: The average inbox placement rate is 83%, so there’s room to optimize.

    Build Relationships With Drip Campaigns

    Think of a drip campaign as a well-timed sequence of nudges. It starts with a thank-you or auto-response after form submission.

    Then, over days or weeks, you send emails that deepen interest, event invites, alumni success stories, or a reminder to complete an application. Every email has a purpose. Every message moves the needle.

    Track What Really Matters

    If you’re only looking at open rates, you’re missing the bigger picture.

    Here’s a smarter approach:

    • Use open rates to gauge subject line effectiveness (aim for 46–50%)
    • Analyze click-through rates to measure engagement, event invites can hit 15–25%
    • Most importantly, track conversion rates: Are students applying, booking meetings, or showing up?

    The data doesn’t lie. HEM’s insights show that most student bookings happen only after a lead is nurtured, sometimes weeks after their first touchpoint.

    Final Thoughts: Your Enrollment Power Tool

    We’ve covered a lot of ground, and you might be thinking, “How do I implement all of this?” The key is to view these strategies not as isolated tactics, but as complementary pieces of a holistic email marketing plan.

    Segmentation gives you the framework (who gets what), personalization adds the special sauce (making content relevant to each individual), drip campaigns provide the delivery engine (timing and automation), mobile optimization ensures your efforts actually get seen on students’ preferred devices, and enrollment-stage alignment keeps your messaging strategy coherent from start to finish.

    Each strategy is powerful on its own, but together they truly transform your email marketing from a simple broadcast tool into an engaging, research-backed recruitment machine.

    You’ll be speaking to the right student with the right message at the right time – and that’s a recipe for higher open rates, click-throughs, and conversion to applications and enrollments. Just ask the institutions we discussed: they’ve seen application surges, increased yield, and record enrollments by putting these principles into practice.

    To recap, how can colleges increase enrollment? Colleges can boost enrollment by improving lead nurturing (e.g., drip email campaigns), enhancing website conversion, offering personalized communication, streamlining the application process, and using data to better target and engage prospective students.

    Done right, email isn’t just part of your marketing mix. It’s the glue that holds your enrollment strategy together.

    Our targeted email marketing services can help you attract and enroll more students.

    Discover how we can enhance your recruitment strategy today!

    Frequently Asked Questions

    Question: What is educational marketing?

    Answer: Educational marketing refers to the strategies and tactics used by schools, colleges, and universities to attract, engage, and enroll students. It includes campaigns across digital channels like email, social media, SEO, and paid ads to promote programs and build institutional brand awareness.

    Question: How do you develop a marketing strategy for a university?

    Answer: Start by defining clear goals (e.g., increase applications or improve yield), identify target audiences using personas, choose the right channels (email, social, SEO), create tailored content for each stage of the student journey, and measure results regularly to optimize performance.

    Question: How can colleges increase enrollment?

    Answer: Colleges can boost enrollment by improving lead nurturing (e.g., drip email campaigns), enhancing website conversion, offering personalized communication, streamlining the application process, and using data to better target and engage prospective students.

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  • Email Marketing & Student Retention in Higher Education

    Email Marketing & Student Retention in Higher Education

    Reading Time: 11 minutes

    Student retention remains one of the biggest challenges in higher education, with dropout rates continuing to concern institutions worldwide. For colleges and universities today, student retention in higher education has evolved into something far more holistic than it once was.

    Recent data underscore the scope of the problem: roughly one in four undergraduates will leave college without completing a degree. For example, data from the Australian Department of Education shows that nearly 25% of higher education students who began in 2017 had not completed their programs by 2022. The United States reports a comparable figure, with NCES data showing first-year retention rates for full-time undergraduates averaging around 75% to 78%, indicating an attrition rate of approximately 22–25%.

    Our targeted email marketing services can help you attract and enroll more students.

    Discover how we can enhance your recruitment strategy today!

    Behind these statistics are myriad reasons. Financial pressures, mental health struggles, and a lingering sense of disconnection (exacerbated by post-pandemic-era remote learning) are among the top factors driving students to leave.

    This early departure is not just a personal setback for students (many of whom incur debt without obtaining a credential) but also a serious concern for universities. Every student lost represents a missed opportunity to fulfill someone’s potential and a significant cost to the institution in lost tuition and wasted recruitment efforts. It’s no surprise, then, that in 2024/25 the conversation around student success has zeroed in on retention, keeping those first-year students engaged to graduation.

    Amid these challenges, colleges and universities are exploring new ways to support students beyond the classroom. Interestingly, one of the most powerful tools is quite ordinary: email. While often associated with marketing departments or alumni fundraising, email communication has proven to be an unsung hero in student retention strategies. Done right, regular digital touchpoints – from welcome emails and deadline reminders to check-ins and newsletters – can nurture a sense of belonging and keep students from “falling through the cracks.” This blog post explains how.

    What Is the Meaning of Student Retention?

    Student retention refers to an institution’s ability to keep students enrolled continuously, usually from one academic term to the next, until they complete their program. Retention in higher education means the same as student retention, but in the context of colleges and universities. It typically refers to the percentage of students who return each year and progress toward graduation. It’s often measured as the inverse of dropout or attrition rates and serves as a key indicator of institutional effectiveness and student satisfaction.

    But while the metric is important, it doesn’t tell the whole story. Retention intersects with numerous aspects of the student experience, including:

    • Academic preparedness and performance
    • Emotional and mental well-being
    • Financial stability and support
    • Social integration and sense of belonging
    • Clarity around future goals and career pathways

    In short, high retention signals that a school is providing the tools and environment students need to thrive. Low retention often suggests systemic gaps that need attention, whether in support services, communication, or curricular alignment.

    When schools understand the deeper “why” behind retention patterns, they can begin building strategies to support students in more intentional and effective ways.

    Why Do Some Students Stay and Others Leave?

    Understanding college student retention means examining both barriers and motivators that influence whether a student chooses to continue or withdraw. Here are some of the most common reasons students make that decision:

    1. Academic Challenges

    A student who feels unprepared for their coursework or overwhelmed by expectations may quickly disengage. This can be especially true for first-generation students or those entering a competitive academic environment without sufficient support.

    What helps: Proactive emails that demystify academic expectations, offer success tips, and highlight tutoring resources early in the term can make a real difference.

    Example: At the vocational education level, Oconee Fall Line Technical College (OFTC) in Georgia provides a good example of communication-driven retention support. OFTC employs dedicated Retention Specialists who monitor student progress and intervene when issues arise.

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    Source: OFTC

    Using an internal early-alert system, the college flags at-risk students (such as those with irregular attendance or missing assignments) and initiates proactive outreach. Retention staff then reach out to students, often via college email or phone, to check in and connect them with help. This includes emailing a student about available tutoring when they struggle academically, or discussing solutions if a student is considering withdrawal.

    2. Lack of Community or Belonging

    The feeling of being “invisible” on campus can be just as impactful as academic performance. Students who don’t feel they belong are significantly more likely to leave, particularly during their first year.

    What helps: Targeted emails that invite students to join clubs, attend welcome events, or connect with peers can foster a stronger sense of connection.

    Example: AAPS circulates an official newsletter to share recent happenings in the pharmaceutical field and celebrate student achievements. Students consent to having their names and photos featured in these newsletters. This practice personalizes communications and recognizes student accomplishments. This targeted content helps build a sense of community and keeps current students motivated to persist in their programs.

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    Source: AAPS

    3. Financial Stress

    Tuition fees, housing costs, and daily expenses can make the college experience financially unsustainable for many students. Some may not even know what aid or resources are available.

    What helps: Email reminders about scholarships, payment plans, emergency aid, or financial counseling empower students to seek help before small issues become major obstacles.

    Example: In London, City, University of London runs City Cares, a dedicated support programme for vulnerable student groups – including those estranged from family, or young adult caregivers. A key element of City Cares is consistent personal communication: staff send regular check-in emails and updates to these students to see how they are doing and offer help.

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    Source: City, University of London

    Students in the program have a designated staff contact whom they can reach by email or phone for one-to-one support. City Cares also provides practical resources like bursaries, housing assistance, and priority access to opportunities, all communicated through targeted outreach.

    4. Unclear Career Direction

    Students who lose sight of how their studies connect to real-world opportunities often lose motivation. Without a sense of purpose, continuing can feel pointless.

    What helps: Emails that highlight internship opportunities, alumni career paths, and academic-to-career connections help students stay focused and inspired.

    5. Personal and Mental Health Struggles

    From stress and anxiety to family emergencies or health issues, life challenges can derail even the most motivated students.

    What helps: Compassionate, well-timed emails from student services that highlight wellness resources, counseling services, and peer support groups remind students they are not alone.

    Example: DCC uses digital content to address student well-being, which is crucial for retention. A blog post on the college’s site, shared via email and social media, discussed how emotional well-being impacts learning, noting that a student’s mental health influences “focus, engagement, social interactions, and overall academic success.” By openly guiding mental health, DCC shows students and parents that the college cares about more than academics.

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    Source: DCC

    In each of these cases, the common thread is communication. When institutions deliver the right messages at the right moments, they can provide reassurance, guidance, and pathways forward, all of which contribute to stronger retention outcomes.

    How Email Marketing Supports the Entire Student Journey

    Email marketing is not just about promotion. In the context of higher education, it is a structured communication framework that allows institutions to be consistently present for their students, especially when automated and segmented based on academic year, behavior, or demographic indicators.

    Let’s take a look at how email can support retention from orientation through graduation.

    Year One: Onboarding and Early Support

    The first year is foundational. It’s where impressions are formed, habits are developed, and questions abound.

    Effective first-year campaigns include:

    • A welcome series that introduces campus leaders, outlines what to expect, and provides a friendly tone of engagement
    • Resource emails such as “How to Book Time With an Academic Advisor” or “Top Study Spots on Campus”
    • Surveys and wellness check-ins asking students how they’re doing and connecting them to specific supports based on their responses
    • Invitations to student orientation events, campus fairs, and mentorship programs

    This early outreach reduces anxiety and builds a relationship of trust. When students know they can expect relevant, useful information in their inbox, they are more likely to engage with their institution in meaningful ways.

    Example: John Cabot University (JCU) has made student retention a priority through robust student services and outreach. The university’s communications team uses segmented email lists to target different student groups – first-year degree seekers, study-abroad students, etc.

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    Source: John Cabot University

    Upon arrival, all first-year students receive a series of orientation emails with tips on navigating campus life in Rome, introductions to support offices (counseling, academic advising), and invitations to community-building events. This email nurturing continues throughout the year. JCU’s focus on student engagement reflects its ongoing commitment to retention, with email outreach playing a key role in fostering community and support.

    Sophomore and Junior Years: Momentum and Direction

    The second and third years of college can be challenging. Students may experience mid-degree fatigue, uncertainty about their major, or a lack of motivation.

    Email campaigns that support these years often focus on:

    • Important academic milestones, such as major declarations, registration deadlines, or capstone requirements
    • Career development, including internship announcements, networking events, or resume-building resources
    • Personal development opportunities, like study abroad, research assistantships, or leadership training
    • Wellness and retention-focused campaigns that flag disengaged students and prompt follow-up from advisors.

    By continuing to communicate thoughtfully during this middle phase, institutions can ensure students maintain their momentum and receive targeted interventions before problems escalate.

    Example: Southern Methodist University’s (SMU) Office of Student Success & Retention created the “Don’t Ghost SMU” initiative to re-engage students who stop attending without formally taking a leave. Each term, the university identifies “ghosters” – undergraduates who are neither enrolled for the coming term nor on an official leave of absence. The retention team then reaches out to these students three times via email and text message to ask about their plans and encourage them to re-enroll. Students who respond and decide to return are provided with one-on-one support to facilitate their re-entry.

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    Source: SMU

    Senior Year: Graduation and Beyond

    Students approaching graduation often face a new set of stressors—final projects, job applications, and the pressure of “what comes next.” At this point, communication becomes about both support and celebration.

    Senior-focused email strategies may include:

    • Step-by-step graduation guides that include deadlines for forms, fees, and ceremonies
    • Invitations to career prep workshops, mock interviews, or job search bootcamps
    • Highlight reels of student accomplishments or alumni stories to boost morale and confidence
    • Communications from deans or student leaders congratulating seniors and offering final words of encouragement

    Example: NeuAge’s digital content provides career advice and skill-building tips as part of the institution’s ongoing commitment to graduates’ success. NeuAge also promotes free online workshops and webinars (often via LinkedIn and email) led by industry experts, giving current students and recent grads extra opportunities to network and upskill.

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    Source: NeuAge Institute

    Best Practices for Retention-Focused Email Campaigns

    If your institution wants to maximize the impact of email on student retention, consider the following best practices:

    1. Segment Thoughtfully

    A one-size-fits-all email won’t resonate across a diverse student body. Tailor content based on class year, academic discipline, or unique identifiers like international status or first-generation background. The more relevant the message, the more likely it will be read and acted on.

    2. Use Automation With Intention

    Automated emails shouldn’t feel robotic. Use your CRM to trigger messages based on behavior (like missed assignments or low engagement), but personalize them with the student’s name and relevant links or contacts. Automation should make the student feel seen, not surveilled.

    3. Focus on Value

    Each email should offer something of clear value: a helpful tip, a timely reminder, a story that inspires. Avoid sending messages just to fill space in a calendar. If the email doesn’t help the student succeed, it probably shouldn’t be sent.

    Example: ENSR (a Swiss international school) maintains high transparency with parents through regular digital bulletins. The school posts and emails information on upcoming events. For instance, parents receive notices about scheduled parent-teacher meetings, ski trips, and even windsurfing camp well in advance. ENSR’s online parent info page archives these communications, noting what was sent when.

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    Source: ENSR

    4. Monitor and Adjust

    Track engagement data: open rates, click-throughs, and unsubscribes, and use this to inform future messaging. If a subject line isn’t working or a campaign doesn’t drive traffic, revise your approach. Feedback and responsiveness are key to any long-term strategy.

    5. Collaborate Across Departments

    Retention is not the sole responsibility of academic advising or marketing. Develop integrated campaigns that align messaging across departments, including career services, financial aid, and student wellness, so students receive cohesive, coordinated communication.

    Why Email Marketing Belongs in Your Retention Strategy

    Email marketing offers something uniquely powerful: it meets students where they already are, with messages that can be scheduled, targeted, and personalized at scale. When done well, it brings a human touch to institutional processes, building relationships that motivate students to stay engaged.

    More than a tool for reminders or promotions, email can:

    • Prevent students from slipping through the cracks
    • Foster emotional connection and institutional pride
    • Reinforce the idea that success is not only expected, but supported

    Ultimately, when students feel informed, included, and inspired, they are more likely to persist through challenges and complete their degrees. And that’s the heart of any successful retention strategy. Would you like to work on effective strategies for greater Higher Ed Student Retention?

    Our targeted email marketing services can help you attract and enroll more students.

    Discover how we can enhance your recruitment strategy today!

    Frequently Asked Questions

    Question: What is the meaning of student retention?

    Answer: Student retention refers to an institution’s ability to keep students enrolled continuously, usually from one academic term to the next, until they complete their program. Retention in higher education means the same as student retention, but in the context of colleges and universities.

    Question: What is retention in higher education?

    Answer: Retention in higher education means the same as student retention, but in the context of colleges and universities. It typically refers to the percentage of students who return each year and progress toward graduation. High retention in higher ed indicates that students are staying enrolled and on track to finish their degrees.

    Question: What are the reasons for student retention?

    Answer: Students are more likely to be retained (stay in school) when key needs are met. Common reasons for strong student retention include effective academic support (so students don’t fall behind), a sense of belonging on campus (feeling connected to peers and the school), financial stability or aid (relieving tuition stress), and clear personal motivation or goals (seeing the value of their degree). Essentially, when students feel supported academically, socially, and financially – and they believe their education will benefit them – they are far more likely to stay through graduation.

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  • Last Email From A Worker at the US Department of Education

    Last Email From A Worker at the US Department of Education

    This graphic is part of an email from a US Department of Education official who was recently fired without good cause.  Our experiences with this dedicated public servant were always excellent, something we cannot say about others in the DC crowd. The graphic displays a number of important measures that have been enacted by ED-FSA (Federal Student Aid) over the last six years–and one giant failure, general debt relief for more than 30 million citizens. We wish the best for those Department of Education workers who remain, and who may see their jobs made more difficult, privatized, or moved to other agencies. The work cannot be easy for anyone–especially those who care about the folks they serve–the consumers and their families who are less likely to receive justice in the coming months and years. 

    Related link:

    Department of Education workers brace for Trump to shut agency down: ‘Everybody is distraught’ (UK Guardian)

    Department of Education contract cuts spur ‘chaos and confusion’ (The Hill)

    The Department of Education’s History Shows It is Essential (Time)

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  • Prof. says he was fired for email calling U.S. racist, fascist

    Prof. says he was fired for email calling U.S. racist, fascist

    After Donald Trump was elected president in 2016, some faculty canceled classes to allow themselves and students time to process a result that shocked the media and academe.

    Campus responses to Trump’s re-election in November seemed more muted. But at Millsaps College, a private Mississippi institution of roughly 600 students, James Bowley said he canceled his Abortion and Religions class meeting the day after the election.

    Bowley, a tenured religious studies professor, told Inside Higher Ed the class had only three students, and he knew they were upset about Trump’s re-election. He said he sent them an email with the subject line “no class today” and one line of text: “need time to mourn and process this racist fascist country.”

    For what he wrote in that email, Bowley said, the college swiftly barred him from campus and, on Tuesday, fired him—ending his more than 22 years of employment. He’s now fighting to get his job back and said he remains on the payroll while he appeals to the institution’s Board of Trustees.

    “This seems to me like the very definition of censorship, and of course it will make every single faculty member fearful of the administration, fearful of sharing their own opinions,” Bowley said. “There are hundreds of historians who would say that the election was a victory for fascism and racism,” he added.

    The college didn’t provide interviews Thursday and didn’t answer written questions. The situation appears to be another example of faculty members being punished for commenting on current events—but this time involving communication to a small group of students, according to Bowley. The Foundation for Individual Rights and Expression, a free speech and academic freedom advocacy group, is pushing for Bowley’s reinstatement.

    “This is absolutely absurd,” said Haley Gluhanich, a senior program officer in FIRE’s campus rights department. She said that when Bowley was initially suspended, “he was charged with an offense that does not exist in any of the handbooks, so they completely just made up a violation of policy.”

    The Email Gets Out

    Bowley said one of the students who received the email shared it on Instagram, approvingly, but another student whom he doesn’t know reported it to administrators. Bowley said he got a call from interim provost Stephanie Rolph on Nov. 7, the day after he sent the email, saying he was being placed on leave for it and banned from campus.

    “I was shocked, I was dumbfounded, I just could not believe it,” Bowley said.

    A copy of a letter from Rolph to Bowley, obtained by Inside Higher Ed, says this leave was “pending a review of the use of your Millsaps email account to share personal opinions with your students.” In the letter, Rolph told Bowley his email account access was cut off and further told him not to “engage with students.”

    The suspension dragged on, Bowley said, and three weeks in he filed a grievance against Rolph—which led to a hearing. Then, on Dec. 27, a grievance panel composed of three faculty members ruled that Bowley should be reinstated, according to a copy of the ruling that FIRE provided.

    “We recognize that Dr. Bowley has, on multiple occasions, shown poor judgment in his use of campus email,” the committee wrote. But during the hearing, Rolph couldn’t “identify a specific policy that Dr. Bowley violated,” they said. “No policy prohibiting the use of campus email to share personal opinions with students exists in either the Faculty Handbook or the Staff Handbook.”

    The panel further recommended that “Rolph issue a formal apology to Dr. Bowley” and that Bowley “be compensated for the loss of income resulting from his removal from the winter study abroad course he had been scheduled to teach.” Bowley told Inside Higher Ed that was a course in Mexico for which he would’ve been paid more than $6,000 and would have had his travel expenses covered. 

    The panel also concluded that Bowley wasn’t “afforded due process.” It said Rolph had argued that the both the staff handbook and the faculty handbook applied to faculty. It also mentioned unresolved tension between the interim provost’s confidentiality claims and Bowley’s right to the hearing, saying the “interim provost can refuse to answer substantive questions pertaining to the grievance.” (Michael Pickard, chair of the grievance panel and vice president of the college’s Faculty Council, said he couldn’t comment Thursday. Rolph didn’t respond to requests for comment.)

    Millsaps president Frank Neville rejected the grievance panel’s report and then fired Bowley on Tuesday, according to Bowley.

    Bowley and FIRE said there was an extra twist at the end: FIRE wrote on its website that Bowley was told in a meeting Tuesday that he was also fired for “not clarifying that his views were not that of the college’s. To be clear: The college fired Bowley for an offense … of which he wasn’t accused.”

    “The FIRE article is riddled with inaccuracies,” wrote college spokesperson Joey Lee in an email to Inside Higher Ed. He did not specify what those inaccuracies were.

    “Because Millsaps does not disclose information about individual employment matters for privacy and confidentiality reasons, the article is based on incomplete information,” he wrote.

    ‘A Bit Reckless’

    Was Bowley fired for more than the email? The college won’t specify, and Bowley didn’t provide a copy of his termination letter.

    David Wood, the Faculty Council president, told Inside Higher Ed he doesn’t exactly know why Bowley was fired, but he doesn’t think he should have been. Wood said he’s disappointed in the college administration and “the extreme nature of the punishment.” But he also said he’s disappointed in Bowley.

    “This is partly on him as well,” Wood said.

    Wood doesn’t believe academic freedom is under threat at Millsaps and thinks “everything was done legally and by our own rules at the college,” he said.

    (After this article was initially published Friday, Wood added in an email that he believes the “initial suspension was unfair and unsubstantiated” and that Rolph “exercised very poor judgment in banning James without a hearing.” Wood wrote that he believes “the review continued and shifted because” Rolph “realized she was wrong and had to go fishing for other reasons to fire James. The rest of her investigation I believe was done according to the rules of the Faculty Handbook.”)

    Asked whether college leaders were upset with Bowley for previous alleged transgressions, Wood said, “There’s a history there, I’ll just put it that way.”

    “James has been a bit reckless in the past, but I do not believe that being terminated was the appropriate punishment,” Wood said. “James likes to push the envelope, let me just put it that way … he’s not going to steer away from controversial issues.”

    Bowley, for his part, said that Rolph had verbally reprimanded him before for sharing with students and employees—through email—a brochure for a prayer vigil for Palestinians killed in Gaza that used the term “genocide.”

    But Bowley said the postelection email was the primary reason for his firing. Regarding any other accusations, he said, “The administration spent two months trying to find other things, and they allege that there were problems in my other class.”

    One accusation leveled at him was “lack of awareness of the status of assignments and grades for a course,” he said. But he wasn’t allowed to appear before a committee to answer such charges, he said, or access his emails and other documents to defend himself.

    He also said he’s protested the death penalty and celebrated the legalization of gay marriage and has ended up on the news for such demonstrations.

    “The idea of me pushing the envelope is me being an activist,” Bowley said. “I am an activist and people know that.”

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  • No speech for you: College fires professor for calling America ‘racist fascist country’ in email to students

    No speech for you: College fires professor for calling America ‘racist fascist country’ in email to students

    When tenured Millsaps College professor James Bowley sent an email sharing his opinion on the outcome of the 2024 presidential election, he didn’t anticipate it would result in his termination. But in a perfect storm of overreach and red tape, that’s exactly what happened. 

    On Nov. 6, 2024 — the day after the election — Bowley emailed the students in his “Abortion and Religions” class, canceling that day’s session to “mourn and process this racist fascist country.” With only three students in the class, Bowley got to know them quite well, including their political feelings, and knew canceling class would be best for those students. As Bowley told FIRE, “I just want to be caring and kind to my students, whom I knew would be troubled by the election.” Bowley wasn’t just trying to get out of work; he did not cancel the much larger first-year writing class session he taught that same day because he had no reason to know how those students felt about the election. 

    Two days later, Millsaps Provost Stephanie Rolph informed Bowley that he had been placed on temporary administrative leave pending review, for the bizarre offense of using his “Millsaps email account to share personal opinions with [his] students.” 

    That’s right: Millsaps didn’t take issue with Bowley canceling class (likely because they’d have to punish lots of people; professors cancel class for all sorts of reasons). The only cited reason was the use of his email to share personal opinions with students, which unsurprisingly is not an actual policy violation. That’s right: The college simply fabricated a policy violation so it could punish a professor for his speech. Frank Neville, president of the private college, has ignored hundreds of calls to reinstate Bowley, who was unable to do his job for over three months until yesterday, when he was eventually fired.

    Welcome to Millsaps, a labyrinth of academic bureaucracy where personal opinions may not be shared.

    Millsaps College president Frank Neville denied a committee recommendation and doubled down on Bowley’s leave being both justified and necessary, without explanation. (Barbara Gauntt / Clarion Ledger / USA TODAY NETWORK)

    Professor punished without due process

    Everything about Bowley’s treatment goes directly against Millsaps’ own fundamental principles of “freedom of speech and expression.” While Millsaps is a private institution not bound by the First Amendment, its commitment to free speech leads any reasonable student or faculty member to believe they are being promised expressive rights that align with the First Amendment. 

    Courts have recognized protection for a great deal of faculty speech on matters of public concern (say, a presidential election) because higher education depends on the wide exposure to robust exchanges of thoughts and ideas. But Millsaps’ actions here signal that it doesn’t take its own principles seriously and is making up its own standards for free speech and expression. That’s not okay with us — and it’s unfair to the students and faculty of Millsaps.

    Not only did FIRE request that Millsaps drop the investigation and reinstate Bowley, but so did more than 100 students, reportedly, (pretty impressive for a college of only about 600) and over 500 alumni. And when Bowley contested the provost’s decision to place him on leave, a grievance committee made up of faculty members determined that Millsaps couldn’t identify a single policy that Bowley had violated. The committee recommended that Bowley be reinstated immediately.

    FIRE remains by Bowley’s side, fighting for his return to teaching — and his right to share his opinions with students.

    The grievance committee, like FIRE, also found that Bowley was not afforded proper due process. Bowley was placed on leave before receiving a hearing and final determination. By doing so, the provost created an intermediary step in the process of dismissing a professor that exists nowhere in the handbooks — all without Bowley having any prior violations or disciplinary actions taken against him.

    But Neville seemed unfazed by the calls from the Millsaps community and unconvinced by the facts presented to him. On Jan. 10, Neville denied the grievance committee’s recommendation and doubled down on Bowley’s leave being both justified and necessary, without explanation.

    Calls to reinstate Bowley continued, this time reaching tens of thousands of people. But that still wasn’t enough. On Jan. 14, Bowley was told in a meeting that he was fired for not exercising restraint and not clarifying that his views were not that of the college’s. To be clear: The college fired Bowley for an offense – not clarifying that his views were not that of the college’s – of which he wasn’t accused. It’s no surprise that Bowley could not extricate himself from what Millsaps made into an impossible situation. 

    Ferris State cannot punish professor for comedic — and now viral — video jokingly referring to students as ‘cocksuckers’ and ‘vectors of disease’

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    It’s a joke, people. But violating faculty rights is not.


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    Even if the college had originally charged Bowley with not clarifying that his views were not that of the college’s, his email to his class still wouldn’t qualify. Whatever interest Millsaps may have in preventing faculty from purporting to speak on its behalf does not justify automatic punishment for simply not asserting that one isn’t speaking for the college. In fact, the Supreme Court has held that a teacher could not be punished for a letter to the editor he wrote in which he identified himself as a teacher at a certain school. Just because Bowley is identified as working at Millsaps (via his faculty email), doesn’t mean his speech is transformed into speech on behalf of the college. 

    Millsaps cannot overcome this principle just because it wants faculty to indicate whether views expressed “are individual or those of the institution.” Nothing in Bowley’s email can reasonably be interpreted as speaking on behalf of Millsaps, as it is commonly understood that when using their college email, faculty members are speaking for themselves rather than conveying that they speak for their employer. And here, Bowley was very clearly sharing an opinion – a criticism of an election outcome – that any reasonable person would understand as being his own opinion. 

    Bowley told FIRE yesterday: “I love Millsaps College and even more I love my students, but censorship by an administration by definition means that it is not education anymore; it is not a legitimate college.”

    FIRE remains by Bowley’s side, fighting for his return to teaching — and his right to share his opinions with students.

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