Stop Sending Long Emails Because

As adults we tend to feel like more details and more context are helpful when we’re sending someone an email. 

Unfortunately that approach doesn’t work with most of Gen Z.

The more information you share, the more links you include, and the more calls to action you have, the less effective your message is going to be.

With this text and DM heavy generation, shorter and less is what they’re used to.

When you make your emails shorter, here’s what else happens:

• You eliminate the likelihood of boring students. Telling them too many facts and details about your school, program or campus makes the message feel salesy, plus it can be confusing. Focusing on one or two key points or facts makes those easier to remember.

• You make it easier to focus on the next step. When you include a clear next step that's not buried at the end of a long message, it becomes easier to have that be the focal point. And remember, “Reach out if you have any questions” is not a clear next step and isn’t going to prompt much action. If you want a response, ask for one and tell them how to do it.

• You increase the permission they need to reply back when you tell them to reply back. When you ask a direct question as your call to action and then end your email with “Send me your thoughts on that today or tomorrow”, or “I’m looking forward to reading your answer soon”, you give the student permission to reply back and make them feel like their opinion and thoughts are valued. Like it or not, many students are intimidated to some degree in talking to a college admissions representative, even if you don’t feel like you are intimidating. Shorter messages help to remove that barrier.

• You make it more likely they will read your future messages. Consistently giving students less to read increases the chances they will engage with future messages because you’re building a communication brand that promises shorter, more to-the-point text. That actually draws more students towards you as being someone who is easy to talk to.

  
  

Don’t be like most colleges and universities whose emails are overloading and annoying students. Take these tips (all of which come from survey research with students) and send messages that stand out from your competitors.

Less text = more responses and engagement.

ADD THIS EPISODE TO YOUR PODCAST LIST

It's the AI conversation every marketing and admissions leader needs to hear. Brian Piper joined me on my Mission Admissions podcast to talk about the rapid evolution of AI in higher ed, the importance of dedicated AI leadership, and practical strategies for integrating AI tools effectively. Listen or add it to your playlist on Apple or Spotify.