How to Engage and Retain Nursing Students with a Winning Nurture Email
Nursing school marketing is even more critical as competition between programs increases, so when developing your strategy, you’re probably assessing all the different channels — your website, social media, email marketing, text messaging, job fairs, in-person recruiting, direct mail, conferences, and more.
Email marketing is a cost-effective yet profitable channel, with businesses generating an incredibly high return of $36 for every $1 spent. One of the best ways to nurture and retain nursing students is through a dedicated, long-term nurture campaign.
Key Components of a Nurture Email
1. Address Their Challenges and Pain Points
Healthcare is an empathetic field, and students want to feel understood and heard. Also, it’s essential to draw a clear connection between your school’s unique offerings and what they want to accomplish. For example, do you have a one-of-a-kind mentoring program? What are your job acceptance rates? Are your program completion rates highly competitive? Ensure email nurture content addresses students’ worries and concerns and answers their questions about what sets your school apart. Then, when you can proactively solve their pain points by understanding their motivations and goals, you can create a genuine connection with your school.
2. Include a Strong Call-to-Action
Don’t let prospective students passively engage with your content. Every email should end with a call to action to keep them engaged and interested in your program. For example, towards the end of your email nurture sequence, tuition and scholarships might be top-of-mind. Include a button to download the pricing brochure or request a meeting with the scholarship and finance department.
3. Craft a Clear Buyer’s Journey
A nurture campaign aims to guide prospective students through the buying process. From awareness to consideration to purchase, you want to send them the right content at the right time. For example, in the beginning awareness stage, you can help students by providing information via blogs, white papers, webinars, or e-books. Highlight your benefits and advantages since they are most likely beginning their search and comparing multiple schools. As students progress to the final stage towards a purchase, it’s time to back up your claims. Use case studies or student testimonials to show how you’ve helped other students reach their goals. Maybe you have a one-pager on job placement highlights after your program or video testimonials of respected nursing alumni. Your nurture sequence should guide them through this entire process with tailored content for each stage of awareness, consideration, and purchase.
4. Add a “What’s Next?” Student Engagement Email Sequence
Now that you’ve sold them on your school and they’ve enrolled, it’s time to shift your focus to retention and engagement. At the end of the buyer’s journey, students are excited and ready to get started with your program. Don’t just leave them hanging. This is the opportunity to seal the deal and create engaged alums for life. Create multiple emails that provide students with onboarding info, tips and tricks, and a breakdown of what they can expect. Continue to reassure them that they made the right decision as well with more student successes and testimonials.
Utilize Strong Email Nurture Campaigns Throughout the Entire Student Journey
No matter what stage they’re in — if a prospect is comparing your school to another or they’re several years into the program — email marketing is a highly effective way to communicate. The average person checks their email about 15 times a day, so rest assured you’re reaching them on a platform they will always be on. Nurture their needs from a prospective, hopeful student to qualified alums to increase your school’s acceptance rate, retention, and success post-graduation.
Contact Springer Publishing to learn how we can help you build a winning nurture email program for your prospective and current students.