CMS and EMS Communications: A Guided Approach to Communication Bliss Using Both Finalsite Products

When using Finalsite CMS and EMS together, send admissions and enrollment checklist communications from EMS and use CMS tools like Messages and Workflows for lead nurturing, marketing, and communications that do not require checklist action.

💡Quick Answers

• Which platform should send admissions and enrollment checklist communications? Always use EMS for communications that require action on a checklist item, such as reminders, form links, and enrollment follow-ups.
• Which communications belong in CMS? Use CMS Messages and Workflows for inbound lead nurturing, marketing to prospective families, and converting accepted-but-not-yet-enrolled students.
• Can both platforms track email open and click rates? Yes, both CMS (Messages only) and EMS track open rates, click rates, and per-individual sent and failed email data.
• What is a key setup tip for avoiding duplicate outreach? Create a journey map of all communication touchpoints from prospect to enrolled student to prevent duplicate messages across CMS and EMS.

Best Practices

• Create a journey map to outline all touchpoints from prospective student to fully enrolled student, to prevent duplicate communication between the CMS and EMS systems. 
• Use all communication tools to nurture and improve your yield as well as aid your retention efforts.
• Utilize the integration of your CMS platform to target communications to the appropriate recipient with up-to-date statuses.
• Use Workflows and Messages in your CMS to nurture leads, encourage prospective students to apply, and enroll accepted students. All admissions and enrollment communications intended to drive action on an EMS checklist item should be sent from your EMS system and contain a link to the EMS parent portal.

Questions to Consider

• Is the communication a call to action on the Admissions/Enrollment checklist (for example, a checklist reminder, form link, etc.)? If so, it is best practice to send the communication through your EMS.
• Are you still competing with other schools? While all admissions/enrollment task communication should be hosted in your EMS, you can use your Finalsite CMS to promote events and market to incoming families. Messages and Workflows can help convert students who have been accepted but have not yet enrolled.

Key Features and Benefits of CMS and EMS

Lead Nurturing/Communication Workflows

Feature	CMS	EMS	Notes
Non-admissions lead nurturing/ inbound marketing campaigns for prospects	YES		ACPs are available in your EMS from Lead all the way through Enrollment. CMS is still the better fit for broad, non-admissions inbound marketing campaigns aimed at audiences that are not yet in EMS as a lead.
Automated and customized communication workflows	YES	YES (Lead --> Enrollment only)
Manually send individual and bulk emails	YES	YES
Admissions and enrollment checklist communications		YES	Your CMS can be used for marketing emails, while checklist progress and follow-up emails are managed within your EMS.
Billing module automated emails		YES	Parents receive custom billing communications (statements, upcoming payment reminders, receipts, and past due notices) automatically through customizable email templates.

Communication Setup and Customization

Feature	CMS	EMS	Notes
Dynamically reuse content in multiple channels	YES (Posts, Calendars, Athletics)
Dynamic Content	YES	YES
Branching Workflows	YES
Link a message to a Page Pop	YES
Set custom reply-to email addresses	YES	YES
Set a CC/BCC for each email template		YES
Sent email admin notification	YES	YES
Images and video content in emails	YES	YES	Media content is linked/displayed in email templates, not attached, to align with best practices for bulk mailings.
Communication landing pages	YES	YES	In EMS, Inquiry and Application form submissions lead to custom thank you landing pages. CMS forms can redirect to any Composer page after submission.

Communication Tracking and Responses

Feature	CMS	EMS	Notes
Track message open and click rates	YES (Messages only)	YES
Track sent and failed/suppressed emails by individual	YES	YES

Additional Resources

CMS Content

• Messages frequently asked questions
• All Messages articles
• Getting started with Workflows
• Best practices for admissions workflows
• All Workflows articles

EMS Content

• Office Hours & Past Session Recordings
• Email Best Practices
• Parent Communications
• Communication Types and Best Practices Office Hours(Emails, Letters, and Text Messaging)
• Automated and Manual Admissions Communications Office Hours Passcode: uVn3.Nwj
• Automated Communication Plans Office Hours Passcode: f19b%wxJ