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title1. Access Email Templates

To see your college’s emails in HubSpot, navigate to Marketing > Email.

If you cannot see emails or do not have access to create them, you will need to reach out to your college enrollment and marketing teams for permission.

  • Here, you will see the emails already in place for your college. If you have questions about existing emails in the system, contact your local college Marketing department for clarification. In general, District Marketing and your college marketing team have collaborated on your college’s emails, so these will have consistent branding, proper formatting, and compliance.

Note

Important—If you need to create a new email, we strongly encourage you to consult with your local Marketing office for assistance

To see your college’s emails in HubSpot, navigate to Marketing and then Email.

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title1. Identify the goal of your email

As with any marketing effort, the first step in email marketing is clearly defining your desired outcome. Are you promoting a new program, providing registration updates, or nurturing leads? Each type of campaign requires different strategies and approaches. By determining the purpose of your email campaign, you can create targeted objectives and set clear goals for success.

Consider these common Email use cases.

Informative Emails

Promotional

Enrollment/Admissions

  • Important Dates: Remind students of critical dates, like the start of the semester, drop/add deadlines, and tuition payment deadlines.

  • Financial Aid Notifications: Provide updates on the status of financial aid applications, deadlines, or disbursement details.

  • Resource Updates: Provide students with information about scholarships, financial aid, counseling, advising, tutoring, and other essential resources.

  • New Programs and Bachelor's Degrees: Share information about new programs available at your college, including bachelor's degrees, certifications, and micro-credentials.

  • Early College Programs: Share Information regarding programs for high school students looking to earn college credit.

  • Upcoming Events:

    Promote campus events, workshops, job fairs, graduation ceremonies, information sessions, and more.

  • Registration Updates: Inform students about their class registration status, including waitlist updates or changes to their schedule.

  • Inquiry Follow-ups: Ensure students who inquire about programs receive timely responses and feel supported during enrollment.

  • Re-enrollment Reminders: Encourage students who have paused their studies to re-enroll by highlighting upcoming deadlines and available support.

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title2. Define Your Audience

Effective emails, whether part of a campaign or standalone, begin with a clear audience understanding. Start by identifying your target audience, which involves understanding their demographics, interests, and pain points. Tailor your messaging to address these pain points and meet the specific needs of your audience. Segmenting your audience and personalizing emails ensures you deliver relevant content to the right people at the right time.

Example Segments

Segment by Program Interest

  • Colleges can group students and prospective applicants based on their declared major or areas of interest. This way, emails can focus on relevant programs, upcoming deadlines, or new course offerings specific to their interests.

  • Example: "Students interested in health care programs can receive emails about upcoming classes, certifications, and career fairs in the medical field."

Lifecycle Segmentation

  • HubSpot allows colleges to tailor emails based on the contacts lifecycle.

    • Prospect

    • Application Started

    • Applicant

    • Matriculate

    • Enrolled

    • Graduate

    • Employee

  • Example: "Send Prospects reminders about application deadlines, while Enrolled receive updates on course registration or academic advising."

Behavioral Segmentation

  • Segment based on student behavior, such as engagement with email, event attendance, or website activity.

    • Example: "Send personalized follow-up emails to students who attended an open house but haven’t applied yet."

Email Engagement Segmentation

  • Maricopa colleges can segment lists based on how actively students engage with past emails, ensuring that content is tailored to their engagement level.

    • Example: "Send more in-depth content to highly engaged students while using re-engagement strategies for those who haven’t opened recent emails."

3. Build Your Email List:

Create an email list with prospects who are excited to hear from you. There are many creative ways to grow your email list. Instead, successful list building focuses on two key components that work together to increase your subscriber count: lead magnets and opt-in forms.

Lead Magnets: Incentives you offer in exchange for a prospect's email address. Examples include newsletter subscriptions, admissions checklists, or guides on specific academic programs.

Opt-in Forms: The RFI forms on your college's website, landing pages, and social media channels are used to capture email addresses.

4. Establish a Timeline

Decide how frequently you'll contact your list and inform your audience of this schedule upfront to set expectations and reduce the likelihood of unsubscribes or spam reports. Consistency is key for building trust and keeping your brand top of mind.

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title3. Build Your Email List

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Create an email list with prospects who are excited to hear from you. There are many creative ways to grow your email list. Instead, successful list building focuses on two key components that work together to increase your subscriber count: lead magnets and opt-in forms.

  • Lead Magnets: Incentives you offer in exchange for a prospect's email address. Examples include newsletter subscriptions, admissions checklists, or guides on specific academic programs.

  • Opt-in Forms: The RFI forms on your college's website, landing pages, and social media channels are used to capture email addresses.

Watch Our Video on Lists

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title4. Establish a Timeline

Decide how frequently you'll contact your list and inform your audience of this schedule upfront to set expectations and reduce the likelihood of unsubscribes or spam reports. Consistency is key for building trust and keeping your brand top of mind.

  1. Understand Your Audience: Tailor your email timing and frequency based on audience preferences and engagement.

  2. Test & Optimize: Use A/B testing to find the right cadence.

  3. Consistency: Maintain a balance—frequent enough to stay relevant, but not overwhelming.

  4. Personalization: Ensure content feels relevant to recipients.

  5. Give Control: Allow users to set their preferred email frequency.

  6. Track Performance: Use analytics to adjust cadence as needed.

What is Email Cadence? What Marketers Should Know + Best Practices

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For additional instructions on creating and managing emails, view all HUbSpot Marketing Email articles.