Email Data Insights: Tips to Boost Engagement

Emailing remains one of the most influential communication channels in student recruitment. Mastering the art of email can yield significant results. A variety of factors influence your outcomes, including the vetting of email addresses, segmentation, subject line, content, call to action (CTA), and timing.

If you're assessing your email performance based on metrics such as the number of clicks your emails receive, here are some insights from our email campaigns for university and business school clients that you can incorporate in your next campaign:

One Button, More Clicks

Including a single call to action (CTA) in your email can more than double the number of clicks.

Share of users who opened the email and also clicked (CTOR). In this example we use statistics from the automatic “result” email sent to all users. Aggregated data from a range of clients: 2023-06-20 to 2024-06-20.

Less Text, More Clicks

To boost clicks, keep your emails concise. More text means fewer clicks. In a campaign comparison, emails with shorter text had double the click-through rate (CTOR) of longer ones. For better results, trim the text! ✂️

First email in a sequence of four emails for a Swedish university. The “text heavy” email campaign was sent January - April 2023, whilst the “short text” campaign was sent in January - April 2024.

Overall, it's a medium for anyone, anywhere! Here we compare countries and level of education:

By country - no real difference

Email interaction differences between countries are minor. Our data shows Brazil and India have lower open rates than Italy and France. The USA has a high open rate, but clicks are slightly lower compared to other countries.

By degree level - candidates for Executive education are most engaged