In an age where TikTok trends seem to dominate every conversation about Gen Z, it’s easy to assume that email is dead. But our latest survey data says otherwise—and it may surprise you.

📧 46% of high school students say they engage with emails from schools and sometimes respond.

📬 Another 44% open and read them, even if they don’t reply.

That’s a whopping 90% of students who are at least paying attention to your emails.

Yes—and here’s why:

• Email is one of the few direct, personal, and trackable channels you have to consistently communicate with prospective students. When crafted thoughtfully, it can cut through the noise.
• It’s a strong lead nurturer. Students may not respond immediately, but staying top of mind builds familiarity and trust over time.
• Email complements social by reinforcing key messages across multiple platforms and moments in the decision-making journey.

If you want students to open—and actually engage with—your emails, make sure they are:

🧠 Personalized: Use the student’s name, interests, and program preferences.

✨ Visually appealing: Clean, mobile-friendly layouts with eye-catching subject lines.

🔗 Actionable: Include clear CTAs to schedule a visit, explore a program, or chat with an advisor.

💬 Conversational: Sound like a real human, not a corporate brochure.

Get the full breakdown, including insights into how students and their parents choose post-secondary options.