In order to build a relationship you must get an email address. Furthermore, it is always good practice to capture the parent or guardian’s name, so you can personalize your communications.
At a minimum, the fields to collect on your forms are
- First and Last Name
- Email address – make sure it is correctly formatted
- Phone number (optional but good practice as it allows that personal touch)
This data, combined with your student information, enables you to send personalized emails to your future families that are timely and on topic. For example, only send impending application deadline emails if they are planning to enroll in an upcoming year! Make sure they are relevant.
Key Campaign Metrics
As we covered under a previous post, it is important you know how leads are coming into your system. Well it is just as important to know how families heard about you.
We recommend you do this in two ways:
- Always ask the question – “How did you hear about our school?” Offer a menu of options to choose from as it will help with insights.
- Embrace analytics, like Google Tag Manager and Google Analytics to monitor any clickthrough activity on digital campaigns and other sources of traffic
Remember that there is a subtle difference between how a future family heard about you and what drove them to come to your website to fill out a form on any particular day. Consider the following:
For Example: You are running a Facebook ad campaign to promote an upcoming event e.g. Open House. A prospect sees the ad and clicks on it. They fill out the event registration form and say they heard about your school ‘from a friend’.
At Enquiry Tracker, we have analyzed the data from thousands of families, the top 10 sources are: