Effective copywriting is absolutely vital for a successful marketing campaign. Here are 5 quick copywriting tips to boost email engagement and support your higher-ed enrollment marketing campaigns.

Write about benefits over facts.

• Many schools tout the small class sizes.
• Instead of writing, “Our average class size is 20 students.”
• Complement it with, “You’ll receive the personalized attention from professors you deserve, including mentorship and networking opportunities.”
• Paint the picture.

Use the second person.

• Instead of writing, “We are among the best schools for experiential learning and internships.”
• Say, “You’ll secure real-world experience and potential job opportunities with top-tier organizations in your field.”

Reduce complexity and use clear, compassionate language.

• Especially when it comes to financial aid, students need to hear familiar words, phrases, and concepts.
• Break down the different types of aid, and what they mean for students in everyday terms.
• For example, “Grants can be awarded by the federal and state governments or colleges. This type of aid does not need to be repaid.”

Leverage student stories.

• Real-life examples from students (think quotes, videos, and testimonials) help build trust and back up your brand.
• Plus, you can make your institution more approachable by addressing common concerns among prospective students, including post-graduate opportunities, diversity and inclusion, the transition to college, fitting in, etc.

Keep it short!

• Attention spans are short—make sure your copy is too. Try to write emails around 5-7 sentences. Short, punchy information and a call to action are all you need to make an impact.
• If you have a lot of good content to share, that’s great! Create an email campaign instead of trying to fit everything into a few messages.

Ready to strengthen your email campaigns with effective copywriting? Get in touch with us today and we’ll work together to help you grab students’ attention and connect them with your institution.