Why personalization shouldn’t stop at student enrollment
I’ve been thinking about higher ed a lot (even more than usual) these days, as it’s facing some challenging times, so I’ll be posting a bit more higher-ed focused content on here.
It’s safe to say that higher education has finally embraced the art of personalized marketing. From campus tours tailored to prospective students’ interests to website content that dynamically highlights programs based on a visitor’s search history, personalization has helped colleges and universities drive up engagement and enrollment
But what happens after the acceptance letter? All too often, and sadly, that’s where the personalization stops, and in its place comes a generic approach for incoming students.
For a generation as diverse and digitally savvy as Gen Z, this is more than just a missed opportunity. It’s a potential risk to engagement, retention, and student satisfaction. And given the demographic enrollment cliff, the last thing we want is to do anything to jeopardize retention.
Let’s examine why personalization after enrollment is critical to success and offering actionable steps to help your institution get it right.
The captive audience myth
Once a student has enrolled, it may feel like the hard part is over. They’ve chosen your institution, which should mean the relationship is secure. But we all know that this is not quite the case. Melt and student attrition are huge risks.
Today’s students, especially Gen Z, expect seamless, meaningful digital experiences at every stage of their relationship with your institution, including after they’ve enrolled.
Throughout their time at your college or university, they navigate many challenges, including
- Outdated or disjointed systems for course registration, housing selection, and tuition payment that require navigating multiple logins and interfaces
- Major life transitions like newfound independence, mental health challenges, or creating a sense of belonging
- Decision fatigue from having to make constant academic, social, and financial choices with long-term impact
- Information overload from emails, text alerts, portal updates, and social media notifications that can blur priorities
- Fear of failure or imposter syndrome, especially among first-generation or nontraditional students
- Navigating complex identities such as being an international student, transfer student, student parent, or part of an underrepresented group
- Balancing academics with internships, jobs, or caregiving responsibilities, which can lead to burnout
Personalization post-enrollment is about ensuring they feel supported, understood, and part of a community during some of the most pivotal years of their lives.
Make no mistake about it: they notice when the effort stops.
Why personalization after enrollment matters
For students, personalization is a clear signal that your institution recognizes their unique needs and cares about their success. Post-enrollment personalization creates opportunities to support students in ways that drive engagement, improve retention, and foster a sense of belonging.
Here are some opportunities to implement personalization that makes a meaningful difference:
Orientation and onboarding
Not all students are the same, and their onboarding experiences shouldn’t be either. Customize orientation content for first-generation, transfer, or international students to address the unique challenges these groups face. Whether it’s helping first-gen students understand financial aid or offering international students local resources, targeted onboarding ensures every student has an experience that fits their needs.
Academic milestones
For students still deciding on their path or contemplating a switch, personalized recommendations for majors, clubs, or support services can have a huge impact. For example, data such as campaign sources or form submissions can help you suggest the right programs at the right time.
Mental health and well-being
With the rise in mental health concerns among college students, institutions must adopt a proactive approach. Behavioral cues such as frequent visits to counseling services pages can trigger non-intrusive content like mental health resources or check-ins that show students you’re paying attention to their well-being without being overbearing.
Resource and event reminders
Generic emails about campus resources like tutoring centers or libraries can often get ignored. Instead, personalize outreach based on factors like a student’s major or course load. For instance, a reminder about the tutoring center might be much more impactful during peak exam seasons.
Avoiding pitfalls in post-enrollment personalization
While personalization is key, not all approaches are created equal. One common mistake is overloading students with content that feels less personal and more transactional.
Students crave connection, not just information. To ensure your personalization efforts hit the mark, consider the following tips:
- Make it a conversation
Instead of sending static, one-way messages, create opportunities for students to share their preferences, needs, and feedback. Use tools like surveys, opt-in content, and micro-interactions to build a dialogue and foster engagement.
- Focus on relevance
Personalization should feel intentional, not overwhelming. Prioritize relevant, actionable content that aligns with a student’s current needs over a bombardment of generalized announcements.
- Keep it human
Digital tools can be powerful, but personalization should still have a human touch. Ensure your messaging feels supportive and empathetic, not purely algorithm-driven.
Building a post-enrollment personalization strategy
If your institution is ready to take its personalization efforts beyond the acceptance letter, here’s how to design a strategy that truly supports students.
Segment by experience
Go beyond demographic segmentation by grouping students based on their behaviors, form responses, or specific needs. For example, categorize students based on interests like academic goals, extracurricular activities, or career aspirations.
Use the right tools
Leverage AI-driven platforms like Clive to simplify the process of identifying student needs and sending targeted messaging. These tools can provide insights on student behaviors and initiate the right content delivery at just the right moment.
Build a feedback loop
Direct communication with students fosters transparency and trust. Create straightforward feedback systems that allow students to share whether your efforts are working and what could be improved. Use this input to iterate and enhance your strategy.
Keep student needs front and center
Every piece of personalized content should answer one key question. What does the student need right now? A focus on their well-being and growth will reinforce their trust in your institution.
Creating long-lasting connections
Enrollment is not the end of the student experience. It’s the beginning of a critical relationship driven by growth, trust, and shared purpose. When you personalize digital experiences post-enrollment, you’re showing students that they’re more than just a number.
You’re telling them, “We see you.”
This effort drives better retention rates and can help build deeper, more meaningful connections that set the foundation for long-term success for both the student and the college.
What about you? What are your ideas for personalizing the experience for enrolled students?
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