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5
Tips for Getting Parent Email Addresses
1. Make parent email address a field on your email subscribe
page. As always though, be careful how much information you
make mandatory. Less mandatory fields = more email
addresses. Make the connection first. You can always get more
info later.
2. Change “Forward to a Friend” to “Forward
to the Folks” in email communications. Next,
try “Forward to Mom or Dad.” See which works better.
Later, swap in “Forward to My Kid” for those records
in your database that you know are parents.
3. When it is difficult to get parent email addresses
over the Web, try postal mail. Don’t forget to
use your email results to make your direct mail more effective.
For example, after sending a few prospect emails, download the
names and addresses of those students who clicked and/or multi-opened.
Send their parents a letter in the mail. Try addressing it to
“Parent of <Susie Student>.” Pulling the addresses
of only those students who clicked or opened multiple times
allows you to target your direct mail to those who are truly
interested, saving money in printing costs.
4. Make parent email addresses a mandatory field on
your application (both print and electronic). Ask for
parent email addresses at every opportunity. Ask when students
come to campus to interview – their parents may be with
them. Ask them directly. Weave it into overall recruiting strategy.
5. Start a newsletter for prospective parents.
Let them know that parents are important to you. Ask faculty,
program directors, and parents of current students to be guest
columnists. Create a signup on your homepage or email preferences
page especially for parents. Announce periodic chat sessions
where prospective parents can call with questions.
Survey Reveals Parents are Heavily Involved
in
Decision-making Process
In a recent survey of 500 future college parents conducted by
the College
Parents of America:
• 88% said they expect to go on campus visits with their
child,
• 85% said they expect to help their child decide to which
schools they will apply,
• 77% have or expect to be heavily involved in their child’s
selection of a college, and
• 69% have or expect to help with drafting their child’s
college applications.
James Boyle, President of College Parents of America, recently
told Student Horizons, Inc. that he suggests parents play the
role of “recommender,” while students ultimately
make the decision of where to attend college. Although students
must feel they chose their school, in reality it is a group
decision. “Recruiting a student really means recruiting
a family,” says Boyle.
The National Survey of College Parent Preparation and Expectations
also confirmed that parents remain heavily involved while their
children are in school. “The teamwork of parents and students
doesn’t end at the admissions doorstep,” says Boyle.
“Today’s future college parents also expect to be
quite involved in and supportive of [their] children’s
lives at school, once the college experience begins.”
When asked what parent-related information or services they
would like their child’s future school to provide, 47%
rated an electronic newsletter for parents as “Most helpful.”
For information on how to begin or improve your parent newsletter,
please contact your Client Services Manager or Lauren Clemence
at lclemence@studenthorizons.com.
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