The pace of change in marketing technology can be dizzying, particularly for colleges and universities that are navigating enrollment challenges, digital transformation, and shifting student expectations. As your institution evaluates its tech stack, partners, and strategic priorities, fluency in key marketing technology (MarTech) terms isn’t just helpful. It’s essential.
This glossary highlights 33 of the most relevant MarTech buzzwords for 2025 and beyond. Each term is defined with higher ed in mind, helping you decode the jargon and focus on what matters: reaching, enrolling, and retaining students more effectively.
The language of modern higher ed marketing
Consider this your cheat sheet for decoding today’s higher ed marketing terminology. Browse the buzzwords below, organized by topic.
Data & identity terms
First-party data Information collected directly through your institution’s digital properties — like your website, CRM, or application portal — used for personalized and compliant outreach.
Zero-party data Data students or prospects intentionally share, such as preferences, interests, or intended major, often gathered via forms or surveys.
Third-party data Data acquired from external providers to supplement internal profiles, which is increasingly less reliable due to privacy regulations and cookie deprecation.
Cookieless tracking Alternatives to third-party cookies, using first-party data or contextual signals to measure behavior and personalize experiences.
Student digital twin A virtual representation of a student that consolidates academic, behavioral, and engagement data to personalize support and anticipate needs. Learn more.
Unified data architecture An integrated framework that brings together siloed systems (CRM, SIS, LMS) into a cohesive data environment for analytics and action.
Data pipeline / ETL “Extract, transform, load” (ETL) processes that move and prepare data between systems, ensuring accurate and timely flow across platforms.
Data trust/data hygiene Ensuring your data is clean, consistent, and reliable — a foundation for accurate analytics and effective campaigns.
Data compliance Adhering to legal and ethical standards for data collection, usage, and storage, which is critical for maintaining trust and avoiding penalties.
Data governance The policies and standards that ensure institutional data is accurate, secure, and compliant with regulations like FERPA and GDPR.
GDPR (General Data Protection Regulation) A European Union regulation that sets strict guidelines for collecting and managing personal data, influencing privacy standards worldwide.
AI & automation terms
Generative AI Artificial intelligence that creates content (text, video, imagery) based on prompts and data inputs, increasingly used for marketing and student engagement.
Predictive analytics Data models that forecast future behaviors, such as enrollment likelihood or student success risk, using historical and behavioral inputs.
Predictive modeling A subset of predictive analytics that builds statistical models to anticipate outcomes, such as course success, stop-out risk, or inquiry-to-application conversion.
Lead scoring Assigning values to prospective students based on behaviors and attributes to prioritize outreach and improve conversion.
Marketing automation Tools that automate tasks like email sends, lead nurturing, and retargeting to deliver timely, personalized communication at scale.
Conversational AI Chatbots and virtual assistants that engage users in real time, guiding inquiries and collecting data while reducing staff workload.
AI-driven personalization Using machine learning to tailor experiences (like web content or email) based on user data and behavior.
Engagement scoring Measuring how actively a student or lead is interacting with content to gauge interest and inform next steps.
Retention risk scoring Modeling that identifies students likely to stop out based on early indicators, enabling timely support and intervention.
Ready for a Smarter Way Forward?
Higher ed is hard — but you don’t have to figure it out alone. We can help you transform challenges into opportunities.
Performance & optimization terms
Attribution modeling Techniques for assigning credit to marketing touchpoints across the funnel, helping determine what’s driving conversions.
Return on investment (ROI) Measuring the effectiveness of marketing efforts by comparing cost to revenue or outcomes generated.
Funnel optimization Improving each stage of the enrollment funnel (from awareness to application) to increase yield and reduce friction.
A/B testing Running controlled experiments between two versions of content or creative to identify what performs best.
Lift analysis A method of measuring the incremental impact of a campaign or intervention by comparing it to a control group.
Real-time analytics Instant access to performance data, allowing teams to adjust campaigns or communications on the fly.
Brand equity The perceived value and trustworthiness of your institution’s brand, which influences enrollment decisions and marketing ROI. Learn about its importance in higher ed.
Experience, search & strategy terms
System integration Connecting technology platforms (CRM, SIS, LMS, CMS) so data can flow across systems and support a seamless user experience.
Program viability modeling Using market, enrollment, and financial data to assess which academic programs to invest in, optimize, or sunset. Learn more about academic portfolio strategy.
Behavioral segmentation Grouping users based on their actions (like clicks, visits, or engagement) to enable more precise targeting.
Semantic search Search engines increasingly rely on meaning and intent rather than keywords, making content structure and clarity more important than ever.
Structured data/schema markup Code that helps search engines understand and categorize your content, improving visibility in search engines and AI search.
Cross-lifecycle marketing Coordinating engagement strategies across the entire student lifecycle (from prospect to alumni) to build long-term relationships and lifetime value.
Looking ahead
Understanding MarTech terms isn’t about chasing trends. It’s about equipping your institution to make informed, future-ready decisions about technology, data, and strategy. Use this glossary as a reference point as you audit your tech stack, plan campaigns, or vet potential partners.
Ready to go deeper? Partner with Collegis to unlock the full power of your data and technology. Our marketing services and data expertise enable institutions to build smarter strategies, streamline their systems, and drive measurable growth in enrollment and student success.
Innovation Starts Here
Higher ed is evolving — don’t get left behind. Explore how Collegis can help your institution thrive.
What is Full-Funnel Marketing for Higher Education?
At its core, full-funnel marketing means investing in upper-funnel awareness and mid-funnel consideration strategies to drive lead generation efforts and investing in post-inquiry marketing to continue to nurture prospects into students.
While we like to think of the student journey as a linear process and clear path that every student follows, the reality is that every student journey is unique, and it rarely follows the exact path we proscribe. In spite of this reality, it is helpful to understand the stages of the journey that all prospective students must go through in some form. Understanding the stages of the student journey allows us to deploy a full funnel approach to our marketing and enrollment management efforts – one that takes a holistic approach and creates a student-centered experience that is more likely to result in better outcomes for your marketing efforts and ultimately your students.
Rather than focusing marketing efforts on lead generation efforts, a full funnel marketing approach invests in upper funnel activities and post-inquiry student engagement opportunities. Upper funnel marketing builds awareness and educates prospective future students. Down funnel pre-post-inquiry marketing nurtures prospective students, builds a relationship and helps the student move from consideration to enrollment and graduation.
In this article we will discuss the following topics:
Understanding the Student Journey
The student enrollment funnel is a critical framework for understanding the path prospective students take from initial awareness to becoming enrolled students. By recognizing the key stages and the specific needs of students at each point, institutions can tailor their outreach and support to maximize enrollment success.
Here’s a breakdown of the key stages of the student enrollment funnel:
When prospective students are just starting to consider higher education or specific programs, they are forming their first impressions on a variety of universities. This broad stage is your institution’s opportunity to grab their attention and inform them of who you are. The goal here is the craft and deliver messaging that excites your prospective students to learn more and easing them into the next stages of their decision-making journey.
You must lead with your brand story and values. This is where you establish your reputation as a forward-thinking innovator, a career catalyst or a community builder. Use powerful visual storytelling on social and video. Use organic content to expose the authentic student experience. This is how you bypass the noise and build a foundation of trust before a student even knows your name.
Grab the attention of these prospective students so that they’re aware of your institution through these channels:
Search
Social media
Over-the-top (OTT) advertising
Program Display
Audio
Video
Crafting and delivering messaging that focuses on your institution’s unique strengths such as innovative programs, a vibrant campus life, outstanding online options, or personalized student support can be beneficial for guiding potential students through the early stages of their decision-making journey.
2. Consideration: The Value Proposition
At this stage, students have narrowed their focus to a few institutions and are actively researching their options. This consideration stage is recognized as the longest in the student journey, lasting from the moment they first become aware of colleges all the way through enrollment. During this extended period, prospective students constantly revisit and refine their choices, narrowing down their top pick schools. According to our latest Engaging the Modern Learner Report, a majority of students have at most three schools in their consideration set. This highlights the importance of maintaining engagement throughout this critical phase.
The content here must prove your value. Forget the general brochures. Provide dynamic, personalized content that highlights your reputation in a way that’s relevant to the student’s specific interests. If you’re known for a top-tier nursing program, the content must show career outcomes, job placements and alumni stories. This is about converting curiosity into tangible desire by connecting your brand promise to a student’s personal ambition.
Highlight your strengths through informative content across various channels:
Search
Social media
Over-the-top (OTT) advertising
Program Display
Audio
Video
By providing informative, clear and confidence-building content that addresses student concerns, your institution can increase its visibility and solidify your institution as a top contender in the prospective student’s final selection process.
3. Conversion: The Proof of Promise
Prospective students compare their top choices and make their final decision. The communication strategy here should focus on addressing the prospective student’s final concerns, offering reassurance and providing clear and accessible information about their next steps.
During the conversion phase of the student enrollment funnel, prioritize creating a frictionless experience. By offering clear communication, readily available resources, and a streamlined application process, you can significantly increase your chances of converting prospective students into enrolled students, solidifying their decision to choose your institution.
Your admissions process is not just an application. It is a live reflection of your brand. The communication must be consistent with the brand promise. If your reputation is built on student-centric support, every email, phone call and text must be empathetic and helpful. Use hyper-personalized messaging and AI-powered tools that make the student feel heard and valued. The goal is to make the application feel like the first step in a personalized relationship not the end of a transaction.
Channels for increasing the likelihood of conversion during the conversion phase:
Search
Social
Email
SMS
By providing clear guidance, addressing concerns and showcasing the value proposition of your institution, you can ensure a seamless transition from prospective student to applicant.
Your institution has successfully captured the attention of prospective students and established an initial connection. At this stage, students are dedicating time to carefully consider their top options for advancing their education. Maintain and deepen prospective students’ interest by delivering messaging that is personalized, detailed and addresses each prospect’s specific concerns and questions. The key to a successful lead nurturing strategy is to provide a supportive, no-pressure environment while supporting their decision-making process and nudging them closer to taking the next step with your school.
This is where you double down on your brand. Your nurturing strategy should not just remind students of deadlines. It should make them feel like a part of your community before they ever set foot on campus. Use targeted campaigns that introduce them to their future classmates, faculty and student support services. Reinforce the values they fell in love with during the awareness stage. This mitigates “melt” and transforms an accepted student into an enrolled student.
Channels that can maximize your lead nurturing efforts include:
Search
Social
OTT
Program Display
Audio
Video
Email
SMS
Truly cultivate an understanding and support for prospective students navigating through the application process by delivering messaging that inspires them to complete their educational journey, personalized guidance and reminds them of the enriching experiences that await them at your institution.
5. Enrollment: The Starting Line
At this stage, prospective students have become applicants, now it’s a matter of getting them to enroll and move forward at your institution. Offering content that effectively addresses any final concerns and provides reassurance that their decision to enroll at your institution is the right choice, right fit and right time for them.
Enrollment is not the end of the funnel. It’s the beginning of a lifetime of brand loyalty. Acknowledge and celebrate this moment. Use this stage to welcome them to the community and prepare them for their new life as a student and future advocate for your brand.
Convert your applicants into enrolled students with these channels:
Feature content that addresses barriers such as affordability, mental burnout, and enrollment complexity by highlighting the availability of financial aid, scholarships, flexible payment options and personalized support services to promote streamlined enrollment process.
Utilizing email and SMS will be the most effective in delivering this type of content. Incorporating strategies such as targeted email campaigns and personalized phone calls can be effective. As long as the content you are offering provides clear and easy-to-follow instructions for the enrollment process, your institution can help eliminate any confusion or frustration and solidifying that the students’ decision to enroll at your school was the right one.
The Importance of Full-Funnel Marketing
At EducationDynamics, we have always taken a holistic approach to student recruitment and believe it is essential for long-term growth and sustainability. We have seen several shifts in the landscape that make a full-funnel marketing strategy more valuable than ever before.
Increasing Complexity in the Media Landscape
First, we see increasing complexity in the media landscape, from consumer behavior to advances in marketing channels. The average number of streaming hours consumed continues to rise. At the same time, ad-supported streaming platforms are growing in popularity and the social media landscape is fragmenting. In our latest Online College Students Report 2024, about 70% of online college students utilize primarily ad-supported streaming services and use YouTube, Spotify, YouTube TV, Netflix, and Hulu daily. These landscape changes are important in that they tell a story about where prospective students are spending their time online and how we can effectively reach them with advertising.
Changes in Prospective Students’ Search and Decision-Making Habits
Secondly, we are seeing changes in how prospective students are searching for and making decisions about higher education. As the focus on student loan debt and the value of higher education continues to be top of mind for students, we are seeing this manifest in prospective students doing more research even after the point of inquiry. In our 2024 Online College Students Report, 40% of online college students initially inquired at two schools and 21% inquired at three. Once they narrowed their selection 30% of online college students applied to two schools and 16% applied to three. Students are motivated to find the best value. They are therefore continuing to research past the point of inquiry and application to confirm their decision to invest—not just in tuition, but also their time and energy. Higher education marketers aim to respond by continuing to leverage various marketing channels to keep schools in the mix and reassure students why these schools are right for them and their circumstances.
With all these changes in the market, winning universities and colleges are shifting their marketing strategies to meet this dynamic environment. By implementing a full-funnel marketing approach, institutions can benefit from:
Increased Brand Awareness: A full-funnel strategy keeps your institution at the forefront of prospective students’ minds throughout their entire research journey. This consistent presence across various channels significantly increases brand awareness and strengthens institutional identity.
Improved Student Conversion Rates: By nurturing leads with targeted messaging and valuable content at each stage of the funnel, you effectively guide them towards enrollment. This personalized approach fosters trust and increases the likelihood of conversion from initial inquiry to final acceptance.
Stronger Return on Investment (ROI): Full-funnel marketing allows for targeted campaigns and data-driven optimization. This ensures your marketing budget is spent efficiently, reaching the right audience with the right message at the right time. You’ll see a significant improvement in ROI as you convert more qualified leads into enrolled students.
A Better Student Experience: At the heart of a full-funnel marketing strategy is a desire to deliver a better student experience by meeting the student wherever they are on the journey. A strong full-funnel marketing strategy is empathetic to the prospective student, listens to their direct and indirect engagement cues, and delivers an experience that provides the right information at the right time and on the right platform.
By embracing a full-funnel strategy, institutions can effectively navigate the complex media landscape, address the evolving needs of prospective students, and ultimately achieve their enrollment goals.
Growing Enrollment with Full-Funnel Marketing
While the execution of a full-funnel marketing approach will vary depending on the institution, there’s a common thread: measuring success through Key Performance Indicators (KPIs) tailored to each stage of the funnel. This means monitoring and measuring the micro-conversions and engagements along the journey in addition to the more obvious traditional conversion points like requests for information, application and enrollment.
Here’s a breakdown of KPIs for different funnel stages:
Top-of-Funnel (TOFU):
Brand Awareness: Focuses on metrics like impressions, reach, and brand recall to gauge how effectively your campaigns are building familiarity with your institution.
Website Traffic: Tracks overall website visits and unique visitors to understand how well your TOFU efforts are attracting potential students.
Engagement Rates: Measures user interaction on your website, such as time spent on pages, click-through rates on calls to action, and social media engagement, indicating deeper interest.
Mid-Funnel (MOFU):
There are two types of ‘Mid-Funnel’ stages in higher education marketing. We refer to the portion of the stage where the focus of marketing is on lead generation as pre-inquiry activities. Whereas, in admissions, enrollment and new student starts are the goal. We refer to this portion of the stage post-inquiry activities.
Pre-inquiry activities
Pre-inquiry activities include efforts made to connect with prospective students prior to directly contacting an institution for information. When tracking the effectiveness of these activities, higher ed marketers may consider these key metrics to determine their strategies’ ability to attract, engage and convert prospective students:
Lead Generation: Tracks cost-per-lead (CPL) alongside the volume of qualified leads generated by your mid-funnel activities (e.g., webinars, downloadable content).
Inquiry Volume: Measures the number of inquiries received through various channels, indicating a stronger interest in your programs.
Content Engagement: Analyzes how users interact with your mid-funnel content (e.g., white papers, blog posts) to assess its effectiveness in nurturing leads.
Post-inquiry activities
Following prospective students’ application submissions, your institution should prioritize a smooth transition into enrollment. A frictionless enrollment streamlines the process, ensuring a higher conversion rate while enhancing the overall student experience. To track the effectiveness of your post-inquiry activities, consider the following metrics:
Application Yield: Analyzes the percentage of applicants who complete the application process and submit their materials.
Offer Acceptance Rate: Measures the proportion of admitted students who accept your institution’s offer which indicates program interest after the students’ initial hurdle.
Lead Conversion Rates: Tracks the percentage of leads nurtured through email marketing or other channels that convert into applications.
Application Completion Rates: Measures how many inquiries progress towards completing the application process.
Bottom-of-Funnel (BOFU):
Enrollment Conversion Rate (Yield Rate): Tracks the percentage of admitted students who finalize registration and officially become enrolled to assess the effectiveness of the enrollment process.
Cost-per-Enrollment (CPE): Analyzes the total marketing spend divided by the number of enrolled students, reflecting the overall efficiency of your marketing efforts.
Deferral Rate: Analyzes the breakdown of admitted students who request to postpone their start date, providing insights into reasons for enrollment delays.
Monitoring these KPIs across the funnel stages provides valuable insights into the effectiveness of your full-funnel marketing strategy. This allows for data-driven adjustments to optimize each stage and ultimately improve your return on investment (ROI) for student recruitment.
By incorporating the costs associated with all stages of the funnel, you can leverage blended cost-per-enrollment (CPE) metrics. This provides a more holistic view of marketing effectiveness and allows you to utilize directional or causal analyses. These techniques go beyond simply observing correlations between upper funnel activities (such as brand awareness campaigns) and lead generation/bottom funnel results (like applications). They can help you understand the cause-and-effect relationships between these stages. Directional analyses can point you in the right direction, while causal analyses can provide more definitive evidence of the indirect impact that upper funnel activities have on lead generation and bottom funnel results.
Embracing a Full-Funnel Approach
As prospective students continue to search for higher education options and make decisions based on value, it is crucial for institutions to adapt their marketing strategies to meet this demand. Embracing a full-funnel approach will ensure that institutions stay competitive in the higher education market and achieve their enrollment goals.
Are you ready to transform your transform your marketing strategy to grow enrollment? Start a conversation with EducationDynamics today to discuss how we can help you implement a customized full-funnel strategy that drives enrollment growth and achieves your unique goals.
Hushed conversations about the budget, a shrinking applicant pool and that dreaded enrollment cliff are no longer whispers. The numbers are in and they tell a story you know all too well: the old way of doing things isn’t working any more.
The traditional models are failing to keep pace with a new generation of students and a rapidly evolving job market. We’ve moved beyond the “enrollment cliff” as a future threat; it’s a present reality that is forcing institutions to fundamentally rethink their approach to marketing and enrollment.
The old playbook of generic campaigns and static brochures is obsolete. In 2026, the game is no longer about reaching the most students but about connecting with the right students in the most authentic way possible. This new landscape is defined by data, driven by Artificial Intelligence (AI) and built on a foundation of radical transparency. It’s a world where the institutions that survive will be those willing to break away from the establishment and challenge the status quo.
Explore the 2026 trends and predictions that are shaking up digital marketing for education industry, what it means for the next generation of enrollment and how institutions can position themselves to thrive in a new era of higher education.
Shift to GEO/AEO and “Search Everywhere Optimization”
With the rise of social search and AI Overviews, traditional Search Engine Optimization (SEO) is becoming insufficient. The new paradigm is “Search Everywhere Optimization.” This includes GEO (Generative Engine Optimization) to ensure your institution is favorably mentioned in AI-generated answers and AEO (Answer Engine Optimization) to appear in direct answers in AI Overviews as well as on platforms like TikTok, Reddit, Quora and voice assistants. By 2026, success will not be measured by a #1 ranking on a Google page, but by being the embedded answer wherever a student asks a question.
Conversational AI as the 24/7 Admissions Counselor
AI is already strongly embedded in advertising platforms to capture student interest, but the next frontier is how institutions leverage AI in lead nurturing and admissions. As shown in EducationDynamics’ latest Engaging the Modern Learner Report, 60% of students use AI chatbots for college research, a significant jump from 49% just a year ago. This will move beyond simple chatbots into sophisticated conversational AI that manages entire nurturing funnels, providing instant, personalized answers to complex questions about financial aid, credit transfers and program specifics via SMS and web chat. These AI assistants will be able to schedule campus tours, triage inquiries to the correct human counselor and provide 24/7 support, dramatically improving the prospective student experience and freeing up admissions teams to focus on high-intent, high-value interactions.
Authentic Storytelling
Authentic user generated content will be a vital part of a brand’s storytelling as more students turn to social channels and short form video to research and validate individual brands. Brands will increasingly leverage content creators’ sphere of influence, leveraging short-form video to tell showcase their brand story. This creates a massive opportunity for institutions to leverage user-generated content and partner with student-creators who can showcase the real, unpolished and relatable brand story. Think a “Day in the Life” series on TikTok or a student ambassador Q&A on Instagram Live—these genuine interactions build trust and connection in a way a static brochure never could.
AI for Personalization
AI picks up on individual user preferences and can serve ad creative that they are more likely to engage with due to better relevance. AI will use existing ad assets (images, videos, headlines, descriptions, etc.) and landing page experiences to create unique and personalized ads. Landing page personalization will also emerge in 2026 as a way to increase relevance and conversion rate optimization. To be successful, advertisers need to provide a wide variety of existing assets and have a strong landing page experience. For example, if a prospective student has previously browsed your computer science program page, an AI-powered ad could then automatically show them a video testimonial from a current computer science student, rather than a generic campus tour video.
Rise of Social for Search
Over the past couple of years, we’ve seen students turning to social for search, we will continue to see this pattern and expect it to increase. Unlike a traditional search engine that provides a list of links, social platforms offer an immersive experience. Students can search for a university’s name and instantly see “day in the life” videos, unscripted dorm tours and Q&A sessions with real students. This content feels more genuine and trustworthy than a polished university-produced video. For them, a hashtag search is less about finding a fact and more about getting a feel for a school’s culture. Having an organic and paid presence on social channels will be vital for brands to be present where their audience is searching.
More Ads in AIOs/AI Mode
To date, there have been very few instances of EDU ads within AI Overviews or AI Mode, but in 2026, we expect this to change dramatically. Google is actively integrating ads directly into its AI-generated summaries and institutions need to be prepared to take advantage of this new frontier for digital advertising for higher education.
This shift is about more than just a new ad placement; it represents a fundamental change in how advertisers reach prospective students. Instead of relying solely on keywords, digital advertising for universities in AI Overviews are triggered by the full conversational context of a user’s query. This means an ad for your nursing program could appear not just on a search for “nursing school near me,” but also on a more exploratory query like “what are the best career paths in healthcare?” that generates an AI Overview response.
To secure a presence in these valuable new placements, institutions will need to embrace Google’s AI-powered ad solutions. These include:
Broad Match: This uses Google’s AI to match your ads to a much wider range of relevant searches, including long-tail and conversational queries that are common in AI Overviews.
Performance Max: This campaign type leverages automation to find high-value conversions across all of Google’s channels, including Search, Display, YouTube and, increasingly, AI Overviews.
AI Max for Search (Beta): The newest iteration of Google’s AI-powered ad solutions, AI Max for Search is designed specifically to enhance creative relevance and expand reach within AI-driven search experiences.
As AI-generated results take up more screen space, being present in these ad placements is crucial. This is a chance to get your brand in front of students at a new moment of discovery, where they are actively seeking complex, nuanced information. Shifting to these AI-powered tools is the key to ensuring your institution remains visible and competitive.
First-Party Data is the Ultimate KPI
As audience targeting and keywords continue to get broader, across paid search and paid social, properly training AI to find and optimize to the right user will be crucial to a campaign’s success. The best signal institutions can provide is through their own data. Institutions will need to prioritize regularly importing their 1st party data to fuel their audiences and bidding strategies. Bidding to outcomes will drive quality and as a result CPCs as a KPI will decrease in importance, especially as CPCs continue to increase. Instead, the focus should remain on the cost per outcome, such as cost per application and cost per enroll. Focusing on and optimizing to these ultimate KPIs will bypass front-end noise, ensure quality and prioritize outcomes that more closely correlate to business goals.
Ready to Break Free From the Old Playbook in the Higher Education Industry?
The time for waiting is over. The institutions that will survive and thrive in this new era are those that abandon the outdated playbooks of the past and embrace a new, data-driven and authentic approach to enrollment.
This is not a time for incremental change. It’s a time for bold, strategic action. By leveraging AI for personalization and operational efficiency, embracing authentic storytelling and prioritizing first-party data, you can build a recruitment strategy that not only attracts the right students but also proves the enduring value of your institution.
Ready to transform your enrollment strategy and secure your institution’s future? EducationDynamics is the only partner with the expertise, technology and end-to-end solutions to help you not just adapt, but thrive. Contact us today to future-proof your institution.
In full disclosure, I work in higher education marketing. But I’m here to say: Marketing can’t fix a bad program. OK, maybe “bad” is too strong of a word, but degree programs that aren’t aligned to the modern learner’s needs and expectations — or the job market — can be challenging. Let’s discuss.
For this article, we’ll primarily focus on adult online learners. And these prospective students are very different from those coming right out of high school. According to Common App, first-time college students apply to about six different colleges, on average. The online learner typically inquires with only two institutions, according to an EducationDynamics report, and 45% apply to just one.
What does this mean for schools with online programs? You have to get in front of your target audience quickly and make your case clearly. But if you don’t have the right mix of features or programs for these students, it doesn’t matter if your marketing is excellent.
Give Online Learners What They Need
Online learners typically work at least part time and often full time. They have different needs and expectations for their higher education experience. They need flexibility. They also don’t want to be in school longer than necessary. Most are earning a degree to improve their career options.
Below are a few things to consider when formatting your programs and processes for online students.
Efficiency
Once online learners have decided to take the step of applying, they’re committed and want to get started quickly. According to the EducationDynamics report, 80% enroll in the school that admits them first, and more than 50% expect to begin courses within a month of being admitted.
That means admissions teams have to move quickly and the programs must offer multiple start dates per year. If you make prospective students wait, you lose out. Delays can make an otherwise good program fall into the “bad” category.
This one can be challenging. You need enough students to merit multiple start dates. That’s where that good marketing comes in!
Relevant Skills
Online learners choose online because they’re working and need a flexible school schedule to accommodate their work and personal commitments. But let’s focus on the work part here. These students need skills and credentials that will boost their earnings and opportunities. That’s one of the most cited reasons for returning to school.
So, again, the degree must match the skills students need to find work. If the only online programs you offer are in computer science, you may find that you’re wasting your marketing dollars. Yes! Computer science! In the age of artificial intelligence (AI), computer science and engineering graduates are struggling to find work.
Personal opinion: Liberal arts and studies will become more important if they can teach students the durable skills needed in the AI era — communication, critical thinking, and research skills.
Clear Information
Degree program pages and websites sometimes obscure information users need to make decisions. And we saw above how quickly online learners are making decisions and want to get started. If your program page hides costs, financial aid information, credit hours, and requirements, you’re going to drop out of their consideration set.
Online learners want to weigh available information and make informed decisions. Some will certainly have price sensitivity, but it’s not the only consideration, so don’t hide tuition rates and fees. The EducationDynamics report notes that “flexibility can even overcome cost, with 30% of respondents indicating they would enroll at a more expensive institution if the available format, schedule, or location were ideal.” Show your cards. Let the students make their decisions with the information available.
If your program doesn’t meet student requirements in this area, marketing won’t make a significant impact on your enrollments.
Be Discriminating in Your Marketing Spend
Sometimes there are politics at play or other reasons to market or support certain programs, but when possible, be thoughtful and intentional about where you spend your marketing dollars. Because marketing can’t solve for a challenging program, you must put your budget toward programs that meet student needs, including those that meet the criteria above.
It’s tempting to give equal shares to all programs, but unless you have an unlimited budget, that’s not the best use of your funds.
If you must give some marketing love to all programs, even the “bad” ones, try a brand-focused approach that connects to an all-programs page. For example, send some limited traffic to a dedicated landing page that briefly covers all available programs. That way, you’ve covered the challenged programs without dedicated resources.
Use the remainder of your budget on programs that align with students’ needs, so you can enjoy a lower cost per enrollment. Who doesn’t love a “chase the winners” strategy?
Need More Help?
Archer Education has deep expertise in both of these areas: marketing and program assessments. Our Strategy and Development team can help you take an unfiltered view of your programs and processes to create a plan for future success, even as the market shifts. If you have good programs and need marketing support, we’re here for that, too.
How Denison Edge partnered with Collegis to clarify brand identity, launch a content strategy, and rebuild its website to drive user growth.
Denison Edge, an initiative by Denison University, equips students, graduates, and professionals with in-demand, industry-relevant skills through stackable micro-credentials. To support ambitious enrollment goals and elevate its brand presence, Denison Edge turned to Collegis Education for strategic marketing support and a digital refresh. With a small internal team and big aspirations, Denison Edge sought to better articulate its value proposition and reach more prospective learners through a high-performing, content-rich website.
The Challenge
Denison Edge needed to amplify registrations for its non-credit programming while refreshing its brand presence to reflect its forward-thinking approach. The organization faced key limitations:
Limited internal marketing capacity
Lack of a cohesive brand voice
Outdated website UX and SEO
Urgent need to launch new high-demand programs in finance, marketing, analytics, and AI
Together, these challenges underscored the need for a strategic partner to help Denison Edge scale effectively and stand out in a competitive market.
The Solution
Collegis delivered a set of tailored services to expand visibility, support program growth, and enhance digital experience:
Brand Voice Workshop Facilitated an on-site session with university stakeholders to define a clear, compelling brand voice, behavior, and tone — establishing the foundation for all future communications.
Content Strategy Developed a comprehensive content roadmap, including a new blog, article templates, writing guide, and SEO-informed article concepts to empower internal marketing teams.
Website Strategy and Optimization Conducted in-depth UX and SEO audits pre- and post-launch, guiding the redevelopment of the Denison Edge website. The rebuilt site now delivers a seamless experience tailored to prospective learners and employers.
The Results: Stronger Presence, Measurable Growth
Within four months of relaunching the website, Denison Edge experienced marked improvements in site traffic and user engagement:
+21% YoY increase in total users
+16% YoY growth in sessions and new users
96% increase in Rental Space page traffic
1,284 sessions on new Registration page
310 sessions on new Business Immersion page
The top-performing pages — including Programs and Homepage — also achieved +16% YoY growth, confirming the success of the site redesign and content strategy.
Ashley Nicklay
Sr. Director – Student Lifecycle, Collegis Education
The Takeaway: Strategy and Storytelling Drive Digital Success
The Denison Edge case study illustrates the impact of aligning brand clarity, content strategy, and digital design. Through partnership with Collegis, Denison Edge built the foundation for ongoing growth — positioning itself as a leader in flexible, career-focused education.
Transform Your Digital Presence with Collegis
Want to grow visibility and enrollment for your programs? Contact Collegis to explore how brand and digital strategy can help you lead with confidence.
Let’s Start Writing Your Success Story
See what’s possible when strategy, creativity, and execution come together. Partner with Collegis to turn your challenges into outcomes worth sharing.
Facing challenges in enrollment, retention, or tech integration? Seeking growth in new markets? Our strategic insights pave a clear path for overcoming obstacles and driving success in higher education.
Unlock the transformative potential within your institution – partner with us to turn today’s roadblocks into tomorrow’s achievements. Let’s chat.
From generative AI to shifting student expectations, higher ed marketing in 2025 is a whole new game. And institutions that fail to adapt risk falling behind.
The past few years have brought seismic shifts to the way colleges and universities connect with prospective students. From AI-driven search to heightened public scrutiny of higher education’s value, the marketing landscape looks very different than it did even three years ago.
Institutions now operate in an environment where:
Search behavior is changing as generative AI delivers instant answers that bypass traditional search results.
Trust is under pressure as students and families weigh the true return on a college investment.
Student journeys are more complex with expectations for personalized, multi-channel engagement from first inquiry through alumni relations.
Data integrity is paramount as analytics get clouded by bots and misleading signals.
The good news? These changes also open new opportunities for colleges and universities to stand out with authentic storytelling, data-driven strategies, and student-centered engagement.
Keep reading to discover five of the most important higher education marketing trends in today’s landscape — and how institutions can adapt to thrive in this new era.
5 Higher education marketing strategies to keep your institution ahead
Before diving into the specifics, it’s important to recognize that these strategies build on one another to reflect today’s most pressing challenges and opportunities in higher ed marketing.
Here’s a closer look at the strategies every institution should be considering today:
1. Optimizing for the AI searcher
Generative AI is redefining how prospective students find information. Zero-click searches — where answers appear directly in AI Overviews like Google’s AI-generated summaries or conversational search tools — now account for the majority of queries. That’s a paradigm shift for higher ed marketing.
Organic traffic has dropped dramatically, in some cases by more than 30%. But while volume is down, conversion rates are rising, as the students who do land on institutional websites are more informed and further along in their decision-making.
Strategic response To adapt, institutions must embrace Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO). This means:
Creating structured, conversational content designed for AI retrieval.
Prioritizing FAQs, clear definitions, and outcome-driven data.
Diversifying traffic sources with a mix of SEO, paid campaigns, and strong digital experiences.
This is no longer just an SEO shift. It’s a cornerstone of higher education marketing strategy for 2025 and beyond.
2. AI-supported, human-centered creative
AI is now embedded in higher ed marketing workflows, helping generate campaign ideas, personalize messaging, and predict outcomes. But the real competitive edge comes when AI enhances, not replaces, human creativity.
Approach for higher education marketing teams
Use AI to accelerate production: ideation, headlines, personalization cues.
Keep teams focused on authentic, human-driven storytelling.
Build a culture that values both technological fluency and creative intuition.
This approach delivers efficiency while preserving empathy — critical when communicating complex outcomes like institutional ROI or program value. This balance is what separates innovative higher education marketing trends from short-lived tactics.
3. Building institutional trust
Public skepticism about the value of higher education is rising. Families are asking: Is the investment worth it? What outcomes can we expect? With the demographic cliff looming, institutions must double down on proving their value.
Strategic levers for higher ed marketing
Spotlight outcomes: Share data on job placement, graduate earnings, and alumni success stories.
Showcase testimonials: Humanize ROI with student voices and career impact narratives.
Reinforce program value: Use research and rankings to strengthen credibility.
Trust is now a competitive differentiator. Institutions that clearly communicate value, ROI, and outcomes position themselves for long-term success in a skeptical environment.
4. Cross-lifecycle marketing
Higher education marketing strategy can no longer stop at the inquiry. The student journey is long, nonlinear, and filled with digital touchpoints that extend well past enrollment.
How to approach it
Use remarketing to reinforce brand and program value throughout the funnel.
Engage students across the lifecycle — from inquiry to enrollment to retention and even alumni relations.
Tailor content to each stage, aligning messages to nurture confidence, reduce uncertainty, and strengthen connection.
Success isn’t always about clicks or form fills. Sometimes the goal is reassurance, engagement, or retention. Adopting lifecycle-based KPIs ensures institutions are measuring what truly matters.
5. Bot mitigation
Bot traffic is a growing challenge for institutions. Automated hits can inflate website visits, distort engagement metrics, and ultimately mislead decision-makers about which campaigns are working. When analytics are clouded by non-human activity, institutions risk allocating resources to the wrong strategies and missing opportunities to connect with real prospective students.
Best practices for higher ed marketing teams
Set up filters in Google Analytics to remove known bot traffic.
Partner with bot mitigation providers to extend protections to include inquiry and application forms, safeguarding against fraudulent submissions.
Regularly audit campaign data to ensure accuracy.
Clean data leads to better decisions and in higher education marketing, clarity is non-negotiable.
Embracing the future of higher ed marketing
The most effective higher education marketing strategies today are those that combine technology with authenticity. AI search and personalization will continue to evolve, but the fundamentals remain constant: institutions must build trust, deliver value, and guide students throughout their entire lifecycle.
Collegis Education partners with institutions to design and deliver data-enabled marketing strategies that drive enrollment, build trust, and support student success. Let’s talk about what that could look like for your campus.
Innovation Starts Here
Higher ed is evolving — don’t get left behind. Explore how Collegis can help your institution thrive.
Ashley Nicklay is the Senior Director of Student Lifecycle at Collegis Education, where she focuses on strengthening the connection between marketing and enrollment to create a seamless, student-centered journey. With more than 15 years of higher education experience, Ashley has seen firsthand the powerful outcomes that emerge when these functions work together. In her current role, she is committed to advancing that collaboration—not as separate silos, but as one team supporting every step of the student experience.
Email remains one of the most effective ways for colleges and universities to connect with their audiences. Unlike social platforms that limit reach through algorithms, email marketing for educational institutions provides a direct line to prospects, parents, students, alumni, and partners, people who have already chosen to hear from you. It’s measurable from start to finish, integrates easily with CRMs and student information systems, and can be automated to deliver timely, relevant messages.
The numbers back it up: across industries, email consistently produces one of the strongest returns on investment of any channel. In higher education, the impact is even greater when schools combine clean data with thoughtful segmentation, personalization, and creative storytelling. In practice, email often becomes the foundation of a recruitment strategy, supporting everything from initial outreach to alumni engagement.
This guide brings together proven email marketing best practices for educational institutions. Alongside examples and trusted resources to help your team build campaigns that not only perform but also feel authentic and meaningful to the people you’re trying to reach.
Struggling with enrollment and retention?
Our email marketing services can help you generate more leads!
Where Email Fits in the Student Journey
Email plays a role at every stage of the student journey, from the first moment of discovery through to lifelong alumni engagement. What makes it so effective is its ability to deliver the right message to the right person at the right time.
Awareness: Introduce programs, highlight scholarships, and showcase campus life with engaging stories that spark curiosity.
Consideration: Share degree guides, student experiences, faculty spotlights, and invitations to virtual or in-person events.
Decision: Provide deadline reminders, financial aid instructions, advisor booking links, and follow-up checklists that help prospects commit with confidence.
Onboarding & Retention: Support new students with orientation details, academic advising reminders, wellness resources, and career services updates that strengthen their connection to your institution.
Alumni & Advancement: Keep graduates engaged with mentorship opportunities, continuing education offers, impact reports, and giving campaigns that showcase the value of staying involved.
Example in practice:The University of Alberta has built a structured email journey for international prospects, connecting them with advisors and surfacing key requirements at each stage of the process. This ensures that students receive timely, relevant information tailored to their current stage in the decision-making process.
Best Practices for Higher Education Email Marketing
To make email marketing for educational institutions truly effective, schools need more than just frequent sends; they need strategy, structure, and respect for their audience. The best-performing campaigns are built on trust, relevance, and timing.
That means starting with a clean, permission-based list, segmenting by intent, and delivering value at every step of the journey. Each best practice below focuses on how colleges and universities can move beyond “batch and blast” tactics to create meaningful, high-ROI conversations with students, parents, alumni, and partners.
1. Build a Permission-Based, High-Intent List
The strength of your email marketing starts with the quality of your list. Buying addresses might look like a shortcut, but it usually leads to poor engagement and deliverability issues. Instead, focus on capturing leads through owned, value-driven channels.
Program pages with downloadable guides, open house registrations, scholarship calculators, and career snapshots are all proven ways to attract high-intent prospects. Keep sign-up forms short, just name, email, and one preference field, then use progressive profiling to enrich data over time.
Example: George Brown College attracts prospective students by offering downloadable program guides in exchange for email sign-ups. Because students self-select the guide they want, the college immediately knows their area of interest and can trigger tailored follow-up campaigns. This approach builds a fully permission-based list where every contact has explicitly indicated their intent, making subsequent outreach more relevant and effective.
Segmentation is the most consistent way to boost engagement and conversions in higher ed email marketing. Instead of sending broad blasts, divide your audiences by lifecycle stage, program interest, geography, or even behaviour, for example, attending a webinar or abandoning a form. This allows every recipient to receive content that feels timely and relevant. Segmentation also prevents fatigue by cutting down on irrelevant sends, which in turn protects your sender reputation and keeps unsubscribe rates low.
How can segmentation improve the effectiveness of email marketing for higher education? Segmentation makes emails more relevant, which increases engagement. For example, international prospects segmented by country can receive updates on visas and housing, while domestic students see local funding options. Segmenting by lifecycle stage, program, and behaviour helps improve click-throughs and leads to better-qualified student interactions.
Example:Humber College’s international portal structures content by region and need, ensuring students see information on study permits, housing options, and support services tailored to their home country. This kind of geo-segmentation can be mirrored in email journeys, for instance, sending region-specific pre-arrival checklists or visa guidance, so that communications land with stronger relevance for each subgroup of students.
True personalization goes deeper than inserting a first name in the subject line. In higher education, it means dynamically adjusting content blocks based on program interest, geography, or behaviour.
For example, prospective Nursing students should see different resources than prospective Business students. International applicants may need tuition estimates in local currency or immigration guidance. Behavioural triggers, like a reminder to finish an application, show prospects you’re paying attention to their journey.
Why is personalization important in higher education email marketing? Personalization helps students see themselves at your institution. Tailoring emails by program, start term, or action, such as reminding them of an unfinished application, makes communication feel relevant and timely. This reduces fatigue and unsubscribes while guiding students toward conversion more effectively than generic messages.
Example:Arizona State University has invested in dynamic email content that highlights degree options, campus resources, and next-step reminders based on each student’s profile data. ASU’s own email marketing guidelines encourage the use of personalized fields and scripting for tailored messaging, ensuring that outreach feels individually relevant and helpful rather than generic.
4. Write Subject Lines and Previews That Earn the Open
Subject lines and preview text are the most decisive factors in whether an email gets opened. In higher education, a few consistent principles stand out:
Specificity: call out the program or event directly (“Early Childhood Education: Virtual Info Session Tomorrow”).
Urgency and utility: use time-sensitive reminders, but avoid spammy tactics (“Last 48 hours for residence priority”).
Length: keep subject lines to 45–50 characters, and use preview text to complete the thought and front-load value.
Testing: run A/B tests where possible: subjects, preheaders, and sender names (e.g., “Admissions at Seneca”) are all worth experimenting with. Emoji can work sparingly for student audiences.
Example:The University of Arizona’s marketing team advises keeping subject lines concise (30–50 characters) and imbued with a sense of urgency, while still indicating the email’s content. Their guidelines echo what many have found: clear, direct subject lines (often including deadlines or event details) tend to lift open rates, because recipients immediately grasp the email’s value.
In a nutshell, what are the best practices for creating engaging subject lines in higher education email marketing?Keep subject lines clear, specific, and under 50 characters. Highlight benefits like deadlines, outcomes, or events, and use preheaders to expand the message. Test frequently with A/B experiments, and consider humanized sender names (e.g., “Admissions at [School]”) to increase open rates without relying on gimmicks.
5. Design Mobile-First and Accessible
Most students and parents first open emails on their phones, so mobile-first design isn’t optional. Use responsive templates, 16-pixel body text, and tappable CTAs with enough space to avoid errors. Break content into scannable blocks with headings and subheads, and avoid image-only buttons.
Accessibility should be built in: add alt text, maintain contrast ratios, and caption videos. Keeping one clear CTA helps prevent distraction while making the path forward obvious. Load times matter, too. Opt for system fonts, compressed images, and videos hosted externally.
Example:The University of Toronto’s Future Students portal provides a good model for digestible, mobile-friendly content blocks. Information is organized in concise sections and bullet points that mirror best practices for responsive email design. By structuring content for quick scanning on a small screen, U of T ensures that key messages (from program highlights to “Apply Now” links) remain prominent and actionable even on mobile devices.
How often you email matters as much as what you send. A thoughtful cadence keeps your audience engaged without overwhelming them. Consider these practical benchmarks:
Prospects: 1–2 emails per week; increase frequency near application deadlines or events, then cool down.
Applicants/Admitted Students: Send transactional updates and personalized nudges; shield them from generic blasts.
Enrolled Students: A weekly digest from student affairs or the registrar is usually sufficient, plus urgent communications when needed.
Alumni: monthly updates with stories, impact reports, and targeted appeals tied to affinity or giving campaigns.
Example:The University of Rochester balances its email frequency by audience: it sends all current students, faculty, and staff a brief daily bulletin for campus-wide announcements, but for undergraduates, it also delivers a focused weekly newsletter highlighting only the most important deadlines and updates for the coming week. This approach keeps students informed and on track (e.g., keeping current on scholarship deadlines or add/drop dates) without inundating them with multiple emails per day, illustrating how strategic timing and pacing can improve engagement.
The best emails guide students toward small, progressive steps that build confidence and commitment. Think of calls-to-action (CTAs) as a series of micro-conversions leading to the big one: enrollment.
Early stage: “Download the Business Degree Guide.”
Mid stage: “Register for the Sept 12 Virtual Info Session.”
Late stage: “Finish Your Application” or “Book a 1:1 with Admissions.”
Example: Concordia University encourages one-on-one engagement by making it easy for prospects to connect with recruitment advisors. In their outreach and on their website, Concordia invites prospective students to “Speak with a recruiter” and provides direct contact links for regional advisors.
By embedding advisor contact/booking links in recruitment emails, they effectively turn email into a two-way channel, and prospects can immediately take the next step of scheduling a conversation, which is often a key conversion on the path to enrollment. This kind of CTA (e.g., “Book a 1:1 Advising Appointment”) helps move students from interest to action at the decision stage.
Automation ensures no student falls through the cracks. It also frees staff time by replacing one-off sends with structured flows. At a minimum, schools should build:
Welcome or nurture series by program cluster (3–5 emails over 10–14 days).
Event workflows: registration confirmation → reminder emails (24 hours and 2 hours before) → post-event follow-up with recording and next step.
Application rescue: reminders for incomplete applications, missing documents, or deposits.
Example:The University of Georgia’s admissions office uses automated “incomplete application” emails to prompt action from applicants. About 10–15 days after a student applies, if any required materials are still missing, UGA’s system sends a notification to alert the student. This kind of trigger-based outreach (in UGA’s case, coupled with a status portal for real-time updates) helps increase completion rates by nudging students at the right moment. Ensuring more prospects finish their applications and none are unknowingly left behind due to missing paperwork.
Testing makes email performance predictable. Without it, you’re guessing. To get reliable insights, follow a structured method:
Hypothesis: define what you’re testing and why (e.g., “Clearer subject line → higher open rate”).
Minimal variable: test one change at a time: subject, CTA wording, or design. Not everything at once.
Sample & duration: send to enough recipients for statistical significance, and let the test run its course.
Centralize learnings: record results in a shared log and bake winners into future templates.
This discipline helps schools turn experimentation into ongoing optimization, rather than one-off guesswork.
Example: Arizona State University’s email marketing team bakes A/B testing into its processes and training. In fact, ASU’s internal Marketing Academy offers specific sessions on email A/B testing best practices. By systematically experimenting, for instance, testing whether an email from “Admissions at ASU” versus a personal advisor name yields a higher open rate, or which subject line phrasing drives more clicks, universities like ASU turn anecdotal hunches into data-backed decisions. The result is a cycle of learning where each campaign performs better than the last, based on real audience insights.
A great email program doesn’t just send, it learns. Schools should define KPIs at each stage of the student journey and connect systems so results tie back to outcomes that matter.
Top of funnel: track deliverability, open rates (adjusted for privacy changes), and click-through rates (CTR).
Mid-funnel: measure landing-page engagement, event registrations, and advisor bookings.
Bottom of funnel: monitor application starts and completions, offers accepted, and deposits paid.
Lifetime value: go further with retention term-to-term, alumni engagement, and giving participation.
Tools make this possible. Google Analytics 4 allows schools to set and track conversion goals across web and email touchpoints. Marketing automation platforms like HubSpot, Mailchimp, and HEM’s Mautic provide email-level reporting, lifecycle attribution, and integration with CRMs or student information systems.
The real power comes when those metrics are connected—so you can see not just who opened, but who enrolled. That’s how email proves its ROI in higher education.
Example: UMass Amherst provides a powerful case study in data-driven email marketing. After consolidating campus communications onto a single platform, they now rigorously track email performance and outcomes. In 2022, UMass separated its email sends into transactional vs. commercial categories to better gauge effectiveness. The university sent 6.7 million marketing (commercial) emails with a 61% open rate and only a 0.10% unsubscribe rate, about half the industry benchmark.
These granular metrics (including year-over-year improvements in opens and clicks) are tied back to student engagement and enrollment outcomes. By monitoring and sharing such results, the UMass team can conclusively demonstrate email ROI in higher education, for instance, showing that automated, targeted campaigns directly led to more applicants completing their files and more students registering for classes
Deliverability, Privacy, and Compliance Essentials
Even the best-designed email is wasted if it never reaches the inbox. To protect deliverability and ensure compliance, schools need to focus on three pillars: technical health, consent, and governance.
Authenticate your domain with SPF, DKIM, and DMARC. Align subdomains for bulk mail so your institution sends with a verifiable identity.
Maintain list hygiene by removing hard bounces automatically and applying “sunset rules” for long-inactive contacts. This keeps the sender’s reputation strong.
Comply with Canadian Anti-Spam Law (CASL): capture express opt-in, include your institution’s physical mailing address, and provide a one-click unsubscribe.
Offer preference centres so subscribers can opt out of specific program streams rather than unsubscribing from all communications.
Monitor sender reputation and complaint rates across platforms. Coordinate centrally across departments to avoid overlap that leads to over-messaging.
Schools that treat deliverability and compliance as core practices, not afterthoughts, protect both their brand and their audience’s trust, while ensuring every message has a fair chance of being read.
Content Strategy: What to Send (And When)
The most effective email marketing calendars are tied to the academic cycle. By planning content around what matters most to students at each stage, schools can stay relevant, reduce last-minute scrambles, and guide prospects and current learners smoothly from interest to enrollment, and beyond.
September–October: Focus on discovery. Send “Explore Programs” series, scholarship primers, and fall open house invitations to capture interest early in the cycle.
November–December: Support applications. Share step-by-step application checklists, portfolio preparation guides, and alumni career stories that reinforce outcomes.
January–February: Address financial and career considerations. Feature financial aid tutorials, co-op or internship spotlights, and “Ask an Advisor” live chats to build trust and reduce barriers.
March–April: Drive urgency. Countdown emails for application deadlines, residence selection reminders, and campus life reels or shorts work well here.
May–June: Transition from admission to enrollment. Focus on onboarding with orientation sign-ups, registrar instructions, and personalized next-step communications.
July–August: Provide last-mile support. Send guidance on IDs, transit, and housing, plus international arrival instructions to prepare students for day one.
A calendar like this ensures that your emails are not just timely, but also aligned with the emotional and practical needs of your audience throughout the year.
Turning Best Practices Into Results
Email remains one of the most powerful tools available to higher education marketers, but only when strategy and technology work hand in hand. The best practices outlined here are: permission-based lists, segmentation, personalization, accessibility, automation, and compliance. Ensure every message is not just delivered but resonates with the right audience at the right time.
This is where Higher Education Marketing (HEM) makes the difference. With deep sector expertise, we help schools design and execute email strategies that align with recruitment, retention, and advancement goals.
Central to this is our use of Mautic CRM, an open-source higher education email marketing automation platform customized for educational institutions. Mautic allows institutions to manage campaigns, segment audiences, automate journeys, and integrate seamlessly with student information systems, all while keeping data governance and compliance front and center.
By combining best-practice strategy with the flexibility of Mautic CRM, HEM enables institutions to run smarter, more personalized campaigns that drive measurable ROI across the student lifecycle. The result is simple: stronger engagement, higher conversion rates, and a more connected experience for every student, from prospect to alumni. Do you need help crafting an effective marketing strategy for student recruitment for your institution? Contact HEM for more information.
Struggling with enrollment and retention?
Our email marketing services can help you generate more leads!
Frequently Asked Questions
Question:How can segmentation improve the effectiveness of email marketing for higher education? Answer: Segmentation makes emails more relevant, which increases engagement. For example, international prospects segmented by country can receive updates on visas and housing, while domestic students see local funding options. Segmenting by lifecycle stage, program, and behaviour helps improve click-throughs and leads to better-qualified student interactions.
Question: What are the best practices for creating engaging subject lines in higher education email marketing? Answer: Keep subject lines clear, specific, and under 50 characters. Highlight benefits like deadlines, outcomes, or events, and use preheaders to expand the message. Test frequently with A/B experiments, and consider humanized sender names (e.g., “Admissions at [School]”) to increase open rates without relying on gimmicks.
Question: Why is personalization important in higher education email marketing? Answer: Personalization helps students see themselves at your institution. Tailoring emails by program, start term, or action, such as reminding them of an unfinished application, makes communication feel relevant and timely. This reduces fatigue and unsubscribes while guiding students toward conversion more effectively than generic messages.
Each student has a different way of perceiving, processing, and connecting with information.
If you have ever wondered why one student peppers you with questions during a campus tour while another spends the visit sketching buildings, possibly giving your founder’s statue a comically large nose, you may have met what psychologist Howard Gardner calls multiple intelligences (Gardner, 1983, 1999).
Gardner proposed that intelligence is not a single metric but a collection of capabilities: linguistic, logical-mathematical, spatial, musical, bodily-kinesthetic, interpersonal, intrapersonal, and naturalistic. Each shapes how a student processes the world and how they connect during the college search. If you have ever tried to woo a future engineer with poetic descriptions of ivy-covered halls, you know: some want facts, others want a vibe, and a few want to hear about your beekeeping club.
From theory to practice
In K–12 education, Gardner’s theory inspired teachers to differentiate instruction to meet students where they are. Teachers understand that linguistic learners thrive in storytelling and debate. Kinesthetic learners act out history. Visual-spatial thinkers create models and posters.
Preferences also carry into decision-making. A student with strong interpersonal intelligence may thrive in group discussion, while an intrapersonal learner prefers reflection (Shearer, 2018).
A colleague once hosted two prospective students on the same tour. One chatted nonstop with ambassadors about clubs. The other hung back, took notes, and later emailed questions about academics. Both left a positive impression, but they connected in entirely different ways. There is no one-size-fits-all approach.
From classroom to campus tour
This theory has clear enrollment applications (statistics are from the 2025 E-Expectations Report from RNL, Halda, and Modern Campus).
Bodily-kinesthetic learners may need to walk your campus to “get” it physically. Eighty percent of students visit in person, and 88% find visits helpful.
Visual-spatial learners may prefer your virtual tour; 77% use it, and 84% find it helpful.
Musical learners might connect emotionally through audio, pacing, or sound design in videos.
Interpersonal learners thrive in authentic conversations, one-on-one chats, and social media DMs. Twenty-seven percent follow colleges on social as an early outreach step; 37% do so for student life content.
Intrapersonal learners might prefer ROI tools, microsites, or downloadable guides.
Logical-mathematical learners value dashboards, calculators, and evidence-based outcomes. Financial aid calculators are used by 81% and rated helpful by 85%.
When the fit feels off
Each intelligence has a “no-thanks” zone:
Kinesthetic learners disengage from dense PDFs.
Visual-spatial thinkers lose interest in text-heavy pages.
Musical learners notice when tone and pacing are off.
Interpersonal learners tire of one-way communication.
Intrapersonal learners feel drained by busy group events.
Logical-mathematical thinkers want facts, not fluff.
Linguistic learners need narrative and nuance.
Naturalistic learners respond to sustainability stories, not generic city skylines.
E-Expectations data confirm this. Sixty-three percent of students use Instagram, but only 53% see college content there, missing visual, musical, and interpersonal opportunities. Nearly half (45%) use AI chatbots, and 27% fill out inquiry forms afterward, showing these tools’ value for personalization (RNL et al., 2025).
AI as a multiple intelligences tool
AI chatbots can adapt content type, video, infographic, or ROI data, to match a student’s preference. After engaging with an AI assistant, 24% of students said they were more likely to apply, and 29% emailed admissions (RNL et al., 2025).
This is not about tech for tech’s sake. It is about designing digital interactions that honor different learning and connecting methods.
Matching intelligences to enrollment touchpoints
Each intelligence represents a unique way of perceiving, processing, and connecting with information. Your emails, tours, and inquiry forms can spark curiosity or shut it down, depending on how well they align.
Ask yourself:
Are you offering an “entry point” for every kind of learner?
Where are your blind spots?
What simple tweaks could widen the invitation?
This is not about building eight separate funnels. It is about creating a flexible ecosystem where every student can find something that feels made for them.
Sustainability initiatives, green campus tours, and community-based learning stories
Generic marketing is disconnected from the environment.
(Table adapted from Gardner 1983, 1999; RNL et al, 2025.)
Final thought
You do not need a degree in educational psychology to use multiple intelligences in enrollment strategy. You need to remember that students are cognitively and emotionally diverse (Gardner, 1983, 1999).
The smartest move? Offer multiple ways to connect and then let students choose.
Talk with our marketing and recruitment experts
RNL works with colleges and universities across the country to ensure their marketing and recruitment efforts are optimized and aligned with how student search for colleges. Reach out today for a complimentary consultation to discuss:
For decades, the term “traditional student” referred to an 18–22-year-old, full-time student living on campus and largely unencumbered by adult responsibilities. That definition may have been true in the past, but today, it’s holding institutions back.
Across the country, Gen Z students increasingly look like their older counterparts in how they approach higher education. They’re working while enrolled, choosing flexible learning formats, weighing cost against career ROI, and demanding that programs fit into — not disrupt — their lives. At the same time, adult learners remain a vital audience, and their motivations often mirror those of younger students.
For enrollment and marketing leaders, the takeaway is clear: Stop relying on outdated labels and start building strategies for the actual students you serve.
The blurred lines between traditional and adult learners
Recent Gallup-Lumina research shows that 57% of U.S. adults without a degree have considered enrolling in the past two years, and more than 8 in 10 say they’re likely to do so within the next five years. While adult learners have long valued affordability, flexibility, and career outcomes, these same factors now dominate Gen Z’s expectations.
Cost concerns are particularly telling, as highlighted by The CIRP Freshman Survey 2024. The study found that 56.4% of incoming first-year students reported some or major concern about paying for college, with even higher rates among Hispanic or Latino (81.4%) and Black or African American (69.6%) students.
Work and life responsibilities are also playing a growing role. Georgetown University’s Center on Education and the Workforce (CEW) reports that between 70-80% of undergraduate students are employed while enrolled, with about 40% working full-time.
For many, this isn’t a nice-to-have — it’s the only way they can afford school.
Why this matters for enrollment strategy
If your enrollment marketing still segments audiences primarily by age, you’re likely missing the mark. Here’s the reality:
An 18-year-old commuter working 30 hours a week and taking hybrid classes might have more in common with a 35-year-old career changer than with a residential peer.
Transfer and degree completer students (36.8 million Americans with some college but no credential) are often juggling similar priorities.
Both groups respond to messaging that clearly connects program design to life balance, affordability, and employment outcomes.
The “traditional vs. adult” distinction no longer works for understanding motivations, predicting behaviors, or designing student experiences.
Ready for a Smarter Way Forward?
Higher ed is hard — but you don’t have to figure it out alone. We can help you transform challenges into opportunities.
4 Priorities that span generations
Regardless of age, today’s students share a core set of expectations that shape their enrollment decisions. These priorities now cut across the full spectrum of higher education audiences.
1. Affordability
The Gallup-Lumina report states that finances are among the most influential factors in enrollment decisions for unenrolled adults. Cost is also the top reason adults have stopped out of higher education and a leading reason current students consider doing so.
Gen Z mirrors this cost-conscious mindset, with many forgoing the traditional four-year route and embracing community colleges or transfer pathways as a lower-cost way to begin their degree journey.
2. Flexible learning programs
Hybrid, online, and asynchronous options are no longer “adult learner perks” — they’re mainstream expectations. Traditional-aged students now seek flexible schedules to balance work, internships, and other commitments, mirroring adult learners. The pandemic accelerated digital comfort across age groups, making flexibility table stakes for recruitment.
3. Career outcomes
The Gallup-Lumina report shows that 60% of currently enrolled students cite expected future job opportunities as a “very important” factor in choosing to enroll. For stopped-out adult students, career prospects were also the top motivator.
Knowing this, institutions should ensure career outcomes are central to program design, marketing, and student advising. Those that clearly articulate skill alignment, employment pathways, and alumni success stories will attract and retain students.
4. Work-life balance
More students than ever are balancing jobs, caregiving, and other priorities with their academic responsibilities. For adult learners, this has always been true, but for traditional-aged students it’s increasingly the norm.
Institutions should respond by offering flexible schedules, targeted support, and streamlined services that help students balance academics with work and family demands.
Moving from segmentation to personalization
The solution isn’t to erase audience differences but to recognize that motivations and needs cut across age lines. Institutions should:
Use behavioral and attitudinal data (not just demographics) to inform personas.
Map programs to shared priorities, ensuring flexible formats and clear ROI messaging.
Equip enrollment teams to surface emerging trends from student conversations.
Invest in CRM and marketing automation to deliver personalized, timely outreach.
The opportunity for forward-thinking institutions
Institutions that adapt now can capture a larger share of a changing student market. Meeting the needs of today’s learners, who span generations, life stages, and responsibilities, requires more than minor adjustments. It calls for rethinking how programs are designed, marketed, and delivered to address shared priorities and remove persistent barriers.
Consider the following tactics:
Retooling marketing messages to emphasize affordability, flexibility, and career outcomes.
Rethinking program delivery models for a mixed audience.
Breaking down internal silos between “traditional” and “adult learner” recruitment.
From outdated labels to modern enrollment strategies
The traditional student still exists, but they’re no longer the majority. Today’s demand for higher education comes from learners of all ages and circumstances.
The lines are blurred, and the labels are outdated. It’s time to create enrollment strategies that reflect today’s student realities and anticipate tomorrow’s opportunities.
Innovation Starts Here
Higher ed is evolving — don’t get left behind. Explore how Collegis can help your institution thrive.
Amber Arnseth oversees program and market research as a skilled problem-solver with an ability to integrate and contextualize data for partners into actionable recommendations. The research she and her team conduct help inform and strengthen our partners’ strategic portfolio and program decisions.
