The following is excerpted from a blog by Spark451, a Jenzabar Company.
Let me begin by saying, I understand the allure of drip and workflow campaigns. When you’re managing thousands of prospective students at various stages of the funnel, with varying levels of engagement, drip campaigns can feel like a gift from the higher ed marketing gods. Build it once, turn it on, walk away. What’s not to love?
Well, as it turns out, a fair amount — but we’ll get to that in a bit.
First the good news. Drip and workflow campaigns aren’t going anywhere. They serve an important purpose and should play a primary role in the foundation of any strategic communication plan. So, whether you’re brand new to your CRM or you’ve had the same campaigns running since before your students’ smiles were covered by face masks, this is your sign to pull up a chair and take a hard look at what’s actually going out to students on your behalf. Because a lot has changed — including the students themselves.
Who's Actually in Your Pipeline (and Who's Coming Next)?
Right now, Gen Z makes up virtually your entire prospective student pool. As we know, this generation is highly attuned to authentic interactions, treats technology as an extension of itself, and is rapidly incorporating AI tools into daily life. According to Hanover Research, 65% of Gen Z used an AI chatbot as a replacement for a Google search in the past month alone. These students are active, discerning consumers who can tell the difference between a message crafted for them and one that simply drops in their name.
Right behind this group? Gen Alpha, the oldest members of which are just about to wrap up their freshman year of high school…
For more insights on how date-based campaigns can give you control, coordination, and the ability to stay relevant, read the full blog here.
