Preventing Summer Melt with Focused Post-Deposit Emails

Darcy Porter, Associate Director of Communications and Content Strategy at SUNY Brockport, shares how she worked together with the enrollment team to re-imagine the post-deposit email communication sequence. They took the emails from long and overwhelming to engaging and specific — and are seeing the results: increased open rates, increased clicks, and more than 6x first-year registrations year-over-year.

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Key Takeaways

• Effective Collaboration Boosts Results: Building a strong partnership between central marketing and enrollment teams amplifies email campaign effectiveness.
• Focus on Clear, Targeted Communication: Replacing lengthy emails with short, single-purpose messages improved engagement and click-through rates.
• Creative Tools on a Budget: Platforms like Klaviyo allow for engaging, design-rich emails without the need for advanced design skills.
• Prioritize Call-to-Action Clarity: Breaking down complex information into focused, actionable steps encourages students to follow through and engage.

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Episode Summary

Breaking Down Barriers with Admissions

Darcy Porter shares that before her team’s involvement, SUNY Brockport’s admissions emails lacked a coordinated content strategy. With a shared goal of reducing summer melt and boosting first-year registrations, Darcy’s central communications team partnered with the admissions department to reimagine Brockport’s post-deposit communication strategy. Her team’s experience in web content and social media brought a new, innovative angle to the process, focusing on making messages clear and actionable.

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Redesigning for Engagement

After gaining the admissions team’s trust, Darcy’s team approached the post-deposit emails with an emphasis on simplicity and targeted actions. By segmenting each email around a single call to action—such as registering for classes, submitting required documents, or signing up for orientation—the team simplified complex instructions that had previously been grouped into one email. They used Klaviyo to build engaging designs with embedded videos and testimonials, all tailored to the Gen Z audience. Subject lines were crafted to grab attention, and emails were shortened to encourage higher engagement rates.

The strategic updates led to increased engagement, with open rates consistently above 90%. Darcy credits the use of media, including video testimonials from current students, as instrumental in connecting with prospective students, creating a sense of community, and building confidence in their choice to attend Brockport.

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Overcoming Resource Constraints

Operating with limited resources, Darcy’s team relied on creativity and low-cost tools. Klaviyo’s drag-and-drop features allowed them to easily embed video and media, creating a visual and interactive experience without needing extensive design expertise. Furthermore, Darcy used a grant to collaborate with content strategist Ashley Budd, who provided guidance on crafting emails that were both impactful and to the point. Despite admissions staff shortages, the streamlined strategy and clear communications helped increase early registration for classes, minimizing summer melt risks.

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Results and Future Goals

The post-deposit emails proved highly effective, with an eight-fold increase in completed registrations compared to the previous year. The high open rates and click-through rates demonstrated the importance of clear, focused communication that guided students through each step of the enrollment process. Moving forward, Darcy hopes to continue partnering with admissions to optimize the entire communications plan for the fall, with potential for further collaboration on major initiatives like free application campaigns.

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