New findings on high school students opening e-mails from colleges

Stephanie Geyer

Vice President, Digital Marketing and Creative Services

August 8, 2012

This data shows that high school juniors and seniors say they use e-mail at a high rate, with most students using e-mail at least every week.
Click on the image to enlarge.

For years, many of us have heard that “e-mail is dead”—that high school students have abandoned it in favor of communicating by text or social media. However, when it comes to e-recruitment, e-mail appears to be alive and doing quite well.

The 2012 E-Expectations study surveyed nearly 2,000 college-bound high school students about their behaviors and expectations regarding college Web sites and e-communications. The e-mail results highlighted in the graphic above show that not only do students continue to use e-mail regularly, but that they also open college e-mails at a high rate.

Nearly all students (93 percent) gave campuses an e-mail address when asked, with 95 percent providing a personal e-mail account they check regularly. More importantly, 97 percent said they opened e-mails from colleges they were interested in attending. Nearly 70 percent said they would open an e-mail from a campus even if the student had not heard of that institution—with the number jumping to 76 percent for juniors.

While it is important to maintain a mix of e-communication methods and to take advantage of the myriad ways we have to connect with students, e-mail should remain a key ingredient in your e-communications strategies. Provide ample opportunities for students to give you an e-mail address and be sure to test different e-mail messages to find those that work best for your campus.

You can read the complete findings in the 2012 E-Expectations Report. And if you are looking for strategies for creating an effective e-mail campaign, send me a message and I’ll gladly share  suggestions with you.

About the Author

Stephanie Geyer directs digital marketing projects and oversees the creative services team for Ruffalo Noel Levitz. In more than 20 years as a higher education consultant, Ms. Geyer has served more than 350 institutions in the...

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