You only get one chance at a first impression — and for higher ed institutions, that initial assessment often comes in the form of student communications. When institutions take the time to deliver personalized and welcoming communications, students feel comfortable; and from there, they’re positioned to excel in their new environment.
However, all too often, inconsistent outreach standards between departments can lead to massive variations in the frequency, consistency, and tone of their messaging. Emails from recruitment may be warm and welcoming, but once a student is admitted, those messages may become stilted and brusque. If institutions want to maintain relationships with students long after they become alumni, they need to deliver consistent, personalized communication throughout the entire student journey.