5 Email Campaigns for Higher Education Admissions

When it comes to university admissions, email campaigns are still one of the most effective tools in your toolkit. Why? Because they offer a direct, targeted way to engage prospective students — and gently guide them from initial interest to application submission.

But successful email campaigns aren’t just about hitting “send.” They’re about sending the right message to the right people at the right time, with a clear action you’d like them to take.

Before launching any campaign, make sure you’ve nailed the following four elements:

• Audience. Who exactly are you trying to reach?
• Goal. What action do you want them to take?
• Message. What will you say to inspire them?
• Call-to-Action (CTA). What will prompt them to act — and where should that CTA lead?

In this post, we’ve rounded up five tried-and-tested email campaigns that support the two biggest admissions goals:

1. Encourage prospects to learn more and begin their application.
2. Motivate applicants to complete and submit their application.

1. Brochure Request Campaign

Goal: Encourage prospects to request a brochure.
Audience: Cold or engaged prospects who haven’t yet submitted a brochure request.
Message: Share a compelling introduction to your university. Build excitement and offer a simple way to learn more.
CTA: “Download a brochure” → link to your brochure request form.

Tip: Use a form that collects basic contact info before allowing the download. It’s a great way to generate leads and track interest.

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2. Info Session Invitation

Goal: Promote attendance at an info session or open day.
Audience: Cold and engaged prospects located near the event.
Message: Highlight what makes your university special and let them know they can experience it first-hand.
CTA: “Register now” → link to the event registration page.

Tip: Keep the tone warm and welcoming — like a personal invitation, not a mass email.

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3. Start an Application Campaign

Goal: Encourage engaged prospects to start their application.
Audience: Students who have shown interest but haven’t yet begun an application for this year’s intake.
Message: Remind them what inspired their interest — whether it’s your programme, campus, or standout alumni. Let them know the next step is easy.
CTA: “Apply now” → link to the application form.

Tip: Mention deadlines or limited spaces to create gentle urgency.

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4. Application Completion Prompt

Goal: Get applicants over the finish line.
Audience: Applicants with >80% completion who haven’t updated their application in the last two weeks.
Message: Acknowledge the time they’ve already invested and remind them they’re almost done. Reaffirm your university’s value.
CTA: “Submit your application now” → link to the form.

Tip: This is where automation really shines. Set up rules in your admissions platform to trigger this email when a student meets those criteria.

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5. Application Deadline Reminder

Goal: Prompt submission before the deadline.
Audience: All applicants who haven’t yet submitted.
Message: Share the exact number of days left. Clearly state the deadline and what students stand to gain (or lose).
CTA: “Submit your application now” → link to the form.

Tip: Send a sequence — one reminder two weeks before, one a few days before, and a final nudge on deadline day.

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What Are You Sending?

These five campaigns are a great place to start, but there’s plenty of room to get creative. You might tailor emails to international applicants, showcase student life through video, or follow up after campus visits.

Whatever you do, the key is relevance — make sure each email feels timely, useful, and personal.

Curious about how Full Fabric helps you create smart, automated admissions campaigns? Book a demo to see how it works in action.