Quick summary of RMACAC pres with @pearceb_ this morning:

- We sent personalized emails to about two-thirds of our admits this year
- The purpose was to generate conversation, not action
- We ended with direct questions instead of the dreaded "let me know if you have questions"

- Marketing sent messages through CRM from counselors which freed them up to concentrate on the responses
- 5-10% of students responded to those messages, many very thorough answers about fit/goals/desires
- Those who received the message were not more likely to take action

- However, those who responded took action (deposit or regret) at TWICE the normal rate
- The only way we could scale this up beyond handfuls of students is through collaboration between the marketing team and the recruitment team
- Haven't finished the cycle so more data to come

TL;DR Engaging students in an authentic way works. It works to identify interest, differentiate your brand, build relationships, and (eventually) create action.

#emchat