Challenge
A private college wanted to support first-year students who had just started college and familiarize them with the basics. Previous yearbooks had often complained about the chaos during the first few months of student induction, so the higher education institution wanted to address this. It found that it needed to prepare welcome messages where new students would find key information and links.
Manually sending out the messages would take a lot of time, and on top of that, the information could be received by those who dropped out before the start of their studies, so the higher school started looking for Marketing Automation tools.
Action
- Segmentation of students by their chosen major
The students were segmented according to the major studied. In this way, each recipient was able to receive specific information for their group.
- Creating personalized messages
A private higher education institution prepared welcome messages for new students that included helpful links. Some of the information differed based on the student's fit and choice of major.
- Automatic mailing
With iPresso, messages were automatically sent to all first-year students. The college did not have to manually mark each recipient to receive a specific message.
- Matching recommendations of related college majors
In addition, the college included dynamic changing recommendations in the emails, which were based on the student's interests, choice of studies and activities, performed on the website.
Results
- Students liked the welcome messages with the most important tips for beginning their studies, so the college saw a 36% increase in satisfaction.
- Due to the personalized recommendations, many students started studying more courses, and also chose this college after receiving their first degree for further academic development. Retention increased by 12%.
- The college also sent personalized emails with welcome messages to candidates who showed interest in the study offerings. Conversion increased by 15% and many soon became students.
- Recipients eagerly read the welcome messages and clicked on links to key information, so student engagement increased by 25%.
