Email as a Communication Channel in Higher Education: Relevance and Frequency in the HEI Selection Process

Email remains one of the most commonly used communication tools across various contexts, including higher education. This study examines the importance of email as a communication channel from the perspective of prospective students during their higher education institution (HEI) selection process, and compares it with other HEI-owned communication media. A survey was conducted among 181 Croatian students, and descriptive statistical analysis was applied to evaluate the frequency of use and perceived relevance of eight HEI communication channels. The findings show that email is among the least frequently used and least relevant channels, ranking significantly below HEI websites. This suggests that email functions primarily as a tool for direct contact rather than for information gathering. The study contributes to understanding the specific role of email relative to other HEI-owned channels and highlights the need for institutions to adapt their communication strategies to reflect how students actually seek and engage with information during the selection process.