At Fire Engine RED, we recently conducted a Student Search case study on engaging low-income students. Our results are supported by research from Pew Research Center, so I wanted to share them with you.

What we found
After segmenting a client’s Senior Search Financial Aid message based on income, we saw a significant difference in mobile open rates: the Need Aid group’s was 57%, while the Full Pay group’s was 49%.

What Pew found
Students who live in low-income households are more likely to use their mobile phone than a computer as a primary point of access to the Internet.*

The lesson is clear: To engage low-income students more effectively, think mobile first.

Responsive Design is the key to engagement …
Once they’ve opened your email, the way to keep them engaged is through Responsive Design. Responsive Design makes your text easy to read, your images easy to view, and your inquiry form easy to complete on a mobile device.

… and it’s more effective than mobile optimization
Now, if your Search vendor says your messages are “mobile-optimized,” keep in mind that mobile optimization is NOT the same – or nearly as effective – as Responsive Design. That’s why, at Fire Engine RED, we use Responsive Design for ALL of our clients’ email campaigns, landing pages, inquiry forms, and applications.

The bottom line
If you want to give your recruitment efforts the best shot at succeeding with low-income students, think mobile first – and use Responsive Design to make it easy for them to engage with you. We’d be happy to discuss how we can put our mobile expertise to work for you – and help you meet your Student Search goals. Email us today.