International Enrollment Management (IEM)


How to Effectively Use Email Marketing in Your Recruitment Strategy

Thursday, November 14
8:30 AM - 9:45 AM
Location: Constellation F

Email communication with prospective international students is crucial when it comes to turning leads into applicants. From the moment a student shows interest in a university the opportunity to receive a high email engagement rate begins to decline; timing and messaging are key when it comes to leveraging an email marketing recruitment strategy. In this session we will cover when and how to email prospective students, including the key parts of an email that can make or break its success. We will provide examples of real emails that have had high engagement rates, tips to get an email marketing series in place, and ways to evaluate and improve your current email marketing plan. Email is 40 times more effective at acquiring new customers than Facebook or Twitter, attendees will leave this session with insight on how to make it work for their institution.

Learning Objectives:

Susan Kassab

Dean of Enrollment Management
Neumann University

Susan Kassab is the Dean of Enrollment Management at Neumann University. She has worked over 30 years in the higher education community in both domestic and international Enrollment Management, including at ELS Educational Services where she helped universities create and implement SIEM plans and other strategic international initiatives. Susan is Past Chair of the NAFSA IEM Task Force and a member of various Higher Education organizations. Kassab holds an MA in Education from Widener University.


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Bryanna Davis


Bryanna joined the company in 2011 after returning to the United States from Beijing, China. Her interest in international education, sparked initially by her own study abroad experience in Wales, led her to the company. Now living in Florida, Bryanna is originally from Missouri and is a graduate of the University of Central Missouri.


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How to Effectively Use Email Marketing in Your Recruitment Strategy

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