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Today's Student Stats
Male college students are slightly more likely than female students to be heavy Internet users who spend more than 20 hours a week online (37.2% versus 29.8%, respectively).
Source: BurstMedia,
eMarketer.com September 2006
U.S. Undergraduate Enrollment, by Gender
Source: National Center for Education Statistics July 2005
*project based on data through 2000
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Increase Male Applications With Email Marketing
It's all over the media: The percentage of male undergraduates is declining. According to a report from the American Council on Education, the percentage of male undergraduates dropped from 44% in 1995-1996 to 42% in 2004-2005.
Email marketing offers a great solution to better target prospects by gender. Depending on your list source, gender demographics are usually available.
We hope you find the following ideas helpful for better targeting college-bound males.
Generate a Separate eSearch
Create two versions of your next eSearch, a male version and a female version. In the male version, tailor your messaging and topics toward more male-oriented activities at your institution. Include photos of male students, male-oriented activities such as sports, and quotes from current male students. You should still include co-ed/social events photos.
Expand Communication with Athletic eNews
Time and time again click rates show males clicking on links about athletics. Develop follow-up messages for your male inquiry pool, like an Athletic eNewsletter centered on men's sports. Include a special feature from the football, wrestling, or baseball coach. Mention recent successes of these sports. Talk about any new/recently updated recreation facilities or athletic fields if applicable.
Deliberately Plan an Open House
Schedule your next open house around a male sporting event and give prospective male students more than one reason to visit your school.
Feature Select Programs
Spotlight academic programs that males are traditionally more interested in, such as finance, law, architecture, medicine, engineering, etc.
Talk Up Extra Curricular Activities
Extra curriculars are a huge draw for males. Focus on the activities males especially will like. For example, does your school have ultimate Frisbee, rugby, floor hockey, karate? A video game club?
Targeting males in your email marketing efforts may help increase college-bound males’ interest in your schools.
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