Illustration of dynamic content email

How to use dynamic content to increase email personalisation at your university

Make your student recruitment strategies more personal with dynamic content

In the context of email marketing, dynamic content helps you deliver more relevant emails by serving customised email content that’s triggered by audience profile and/or behavioural data.

Delivering right-fit dynamic content within your university’s email marketing campaigns is a highly effective way to increase your open and click rates. When leveraged consistently and thoughtfully as part of your broader student recruitment strategies, it’s a key driver of student conversion.

With student conversion in mind, we’ve outlined three steps to planning a dynamic email marketing strategy that maximises student engagement.

How to use dynamic content to optimise email engagement and student conversion

1. Identify the most relevant student segments

The whole purpose of dynamic content is to deliver highly relevant content to your key audiences. When you’re planning your campaigns, customise the content of your emails based on variables that actually matter to your student audiences.

Think beyond basic demographic personalisations like country, region or city. Some of the best campaigns we’ve managed on behalf of our university partners have been when we’ve customised content based on students’ specific courses of interest.

2. Audit your database

To ensure the relevant dynamic content variation gets into the right hands, your student data has to be accurate and up-to-date. This tends to be the most challenging part of implementing dynamic content successfully at higher education institutions.

It’s absolutely critical that you have clean student data that integrates effectively with your email marketing platform. If your data isn’t in good shape or your database doesn’t play well with your email marketing platform, you’ll run into problems.

Make sure you understand the health of your database early so you can account for any data cleansing or integration requirements – and costs – in your plans.

3. Agree the scope of your campaigns

Dynamic email campaigns range from campaigns with just a couple email variations to highly complex journeys. For just one welcome email campaign for home prospects, we delivered 127 dynamic content variations on behalf of a university partner, which achieved an average open rate of 83% and average click rate of 27%.

The more you can personalise, the better. But, don’t bite off more than you can chew. Consider your audiences, your objectives and the resources you have to pull everything together.

In addition to the data requirements mentioned earlier, you need the right people to write the email copy, build the emails, set up the logic to trigger the dynamic content and test the emails across international browsers, email service providers, and devices. The more granular the dynamic email campaign, the more time-intensive it is to deliver.

Learn more about embedding dynamic content in your student recruitment strategies

Since 2013, we have managed 25 million student communications. Through this experience, we have developed a niche in dynamic email marketing for higher ed. Our expert team plans, executes and optimises these programmes for universities in relation to segmentation, data integration, workflow and logic, monitoring and success measurement, and data protection and processing regulations.

Chat with our team to learn more insights from our experience and how we can help you achieve your student engagement goals.