So you have an idea of what content you want to send and when, but how do you create an easier, more efficient campaign process that saves your team time and ensures student engagement? Our latest episode of In Your Element with Ardis + Erin focused on 3 ways you save time with marketing automation for education as you support a student through their academic journey.

Introduction

To kick off the conversation, Ardis Kadiu and Erin Newtown broke down Packs. Our exclusive library of higher-ed campaigns features pre-written and pre-built content and workflows to make crafting a new campaign an easier and faster process. Each Pack comes with messages tailored for specific campaigns, such as our Application Completion Pack, plus, the workflow to run the campaign. Install the Pack, and in a couple of clicks, it's ready to send out. With Packs and an automated workflow, there’s no kind of campaign you can’t automate.

What is Marketing Automation for Education?

One example of marketing automation is our application completion push campaign. It moves prospective students along the admissions funnel. By automating your application completion push, there's no need for individual email scheduling and sending.

When you install the Application Completion Push Pack, you can adjust the number of days between sends or even the specific trigger that sends each individual reminder or removes a student from the workflow. Plus, anyone on your staff can set up a workflow—no special training or experience required. Other perks to using the Application Completion Pack include:

• Content and copy ready to go out of the box
• Multiple pre-written reminder emails and follow up SMS texts
• Hyper-personalized copy to connect and foster student engagement
• Easy-to-find links for students to complete their application
• Campaign workflows to handle all the sequencing and sending
• Ability to enroll students in multiple workflows for each of their open applications

Benefits of Marketing Automation in Education

The days of manually assigning students to counselors as they entered the system are long gone! In Element451, territory assignments (just one of many examples of marketing automation for higher ed) are based on rules so as the student enters the system and moves through the process, sorting is automatic.

Based on rules, segments and other criteria you select, students are instantly assigned to their counselor. Whether a counselor focuses on one single territory or multiple, it's easy to apply these labels and ensure no student falls through the cracks. With seamless territory assignment, you can level up the personalization in your messaging and automate your communication with prospective students. The result?

Time Savings and Efficiency

Automating territory assignments eliminates the manual work of sorting inquiries and distributing leads. Instead of spending hours on spreadsheets, admissions teams can focus on building relationships with prospective students. For example, a university using automated assignments can instantly route high-priority inquiries to counselors based on geography, major interest, or application status, ensuring no lead slips through the cracks.

Improved Communication

With automation, students receive faster, more relevant responses based on their assigned representative. A prospective student in California interested in engineering, for instance, can be immediately connected to their designated counselor with an introduction email and next steps. This seamless process reduces delays and ensures that students always know whom to contact with questions.

Enhanced Engagement and Personalized Marketing

By aligning territory assignments with targeted marketing efforts, institutions can deliver more personalized outreach. If a student has shown interest in a specific scholarship or campus event, automation ensures they receive communications that align with their interests. A high school senior from Texas might receive an invitation to an in-person admissions event in Houston, while a student from New York gets details about a virtual session.

Data-Driven Decision Making

Automated territory assignments provide valuable insights into student engagement and counselor effectiveness. Institutions can track which territories generate the most applications, where outreach efforts need improvement, and how quickly counselors follow up with inquiries. If data shows that students from a specific region are more likely to convert after an in-person visit, institutions can adjust their recruitment strategies accordingly.

Strategies for Implementing Marketing Automation in Education

Marketing automation is only as effective as the strategy behind it. Institutions that take a structured approach see the best results in engagement, efficiency, and enrollment. Here’s how to implement automation successfully.

Developing Automated Email Workflows

Automated email workflows ensure prospective students receive timely and relevant communication. Instead of manually sending follow-ups, institutions can create sequences triggered by actions like event sign-ups or application starts. For example, a student who registers for a virtual tour might receive a thank-you email, followed by a student testimonial video and an application deadline reminder—all without staff intervention.

Personalizing Marketing Messages

Automation enables institutions to send messages tailored to each student’s interests, stage in the enrollment journey, and engagement level. A prospective student exploring financial aid resources might receive targeted emails about scholarship opportunities, while an admitted student could get personalized next-step checklists. This approach strengthens relationships and increases conversion rates.

Segmenting Audiences Effectively

Grouping students by demographics, academic interests, or engagement levels helps institutions send more relevant content. For example, international students may need visa guidance, while transfer students require credit evaluation details. By segmenting audiences, schools ensure students receive information that directly supports their journey.

Tracking and Analyzing Results

The key to refining automation strategies is tracking performance. Institutions should monitor open rates, click-through rates, and conversion data to determine what’s working. For instance, if a campaign promoting a campus tour has a low RSVP rate, schools can adjust messaging, timing, or incentives to improve responses.

Top Marketing Automation Tools for Educational Institutions

Choosing the right marketing automation platform is crucial for success. The best tools integrate with existing systems, support personalization, and provide robust analytics.

HubSpot Marketing Hub

HubSpot Marketing Hub offers a suite of automation tools that simplify email marketing, lead nurturing, and campaign tracking. Colleges can use its workflows to send personalized follow-ups after students download brochures or sign up for events. Its built-in analytics also help measure engagement and optimize marketing strategies.

Grammarly

Clear, compelling content is crucial for marketing success. Grammarly helps institutions refine their messaging by offering AI-driven grammar and style suggestions. Whether crafting recruitment emails, social media posts, or website copy, Grammarly ensures content is polished and professional.

Mailchimp
Mailchimp is a widely used email marketing platform with automation capabilities perfect for higher ed. Schools can schedule drip campaigns for prospective students, send targeted reminders about application deadlines, and segment audiences based on engagement levels.

Hootsuite

Social media plays a key role in student engagement, and Hootsuite helps institutions manage it efficiently. Colleges can schedule posts, track performance, and respond to inquiries across multiple platforms from one dashboard. Its automation features help maintain a consistent presence without requiring constant manual updates.

Google Analytics

To refine marketing strategies, institutions need data. Google Analytics provides deep insights into website traffic, user behavior, and conversion rates. Schools can track which pages drive the most engagement, see how students interact with their content, and adjust campaigns for better results.

These tools, when integrated into a marketing automation strategy, can help institutions increase efficiency, improve communication, and enhance engagement with prospective students.

Future of Marketing Automation in Education

The role of marketing automation in higher education is evolving rapidly. As institutions face growing competition for student enrollment, automation will become even more essential for delivering timely, personalized experiences at scale.

Artificial intelligence and predictive analytics will play a larger role in shaping recruitment strategies. AI-powered tools can analyze past enrollment patterns, predict which students are most likely to apply, and recommend the best outreach strategies. Chatbots and virtual assistants will continue to improve, providing instant responses to prospective student inquiries 24/7.

Omnichannel automation will also expand, allowing institutions to coordinate messaging across email, SMS, social media, and even direct mail seamlessly. Instead of siloed communication efforts, schools will engage students with a cohesive journey from inquiry to enrollment.

Integration with student success initiatives will be another key development. Marketing automation will not only support admissions but also enhance retention efforts. Automated reminders for advising appointments, financial aid deadlines, and campus events will help keep students engaged throughout their academic journey.

As technology advances, institutions that embrace marketing automation will have a competitive advantage in attracting and retaining students.

Unlock the Potential of Marketing Automation with Element451

Marketing automation is no longer a luxury—it’s a necessity for institutions looking to engage students effectively while saving time and resources. With Element451, colleges and universities can harness the power of AI-powered automation to transform their outreach strategies.

Element451’s platform offers:

• Smart Segmentation – Deliver highly personalized content based on student interests, behaviors, and application status.
• Automated Workflows – Reduce manual tasks by automating email campaigns, event follow-ups, and lead nurturing.
• AI-Powered Insights – Gain real-time data on student engagement and optimize marketing efforts for better results.
• Seamless Integrations – Connect Element451 with your existing CRM, SIS, and other platforms for a unified marketing experience.

From first touchpoint to enrollment, Element451 helps institutions create meaningful connections with students while driving efficiency. Learn more about how Element451 can transform your marketing strategy.

Frequently Asked Questions

How much does a typical marketing automation platform cost for education?

Pricing for marketing automation platforms varies based on features, user licenses, and institutional needs. Entry-level tools, such as email marketing platforms, may start at $50–$200 per month, while comprehensive solutions with CRM integrations and AI-driven automation can range from $5,000 to $50,000+ per year. Many providers offer custom pricing based on student volume and required functionalities.

Can marketing automation help with alumni engagement?

Absolutely! Marketing automation isn’t just for prospective students—it’s also a powerful tool for alumni relations. Institutions can use automated workflows to send event invitations, donation requests, and personalized newsletters based on alumni interests and past engagement. Segmentation tools can help target messages based on graduation year, location, or career industry, ensuring alumni stay connected with their alma mater.