Challenge
A language school wanted to encourage students to continue taking courses and enroll in more advanced classes. It decided to create several types of newsletters with links to articles and mini language games for those interested. Unfortunately, due to the varied offerings, such activities were not possible, as the audience chose different languages.
A necessary step was to introduce tools to divide students into groups and send messages exclusively in the selected language to each group.
Action
- Data collection
The language school collected and organized information about students' interests.
- Newsletter signup
Upon accessing the language school's website, students were shown a pop-up with information about signing up for the newsletter.
- Segmentation
Users were divided into groups based on the language they were learning and their consent to the newsletter.
- Preparation of personalized newsletters in different languages
Newsletters were created with personalized content and language matched to the student.
- Automatic mailing
Newsletters were sent to people who wanted to receive additional educational content. Because of the personalized messages linked to audience segments, the language school did not have to worry that, for example, students who were learning German would get a newsletter with language aids in Italian.
Results
- The additional study aids increased recipients' engagement and encouraged them to sign up for more courses and classes, so retention increased by 14%.
- Due to the cyclical sending of the newsletter, users began to learn on an ongoing basis the phrases that were causing them difficulty. The language school saw a 17% improvement in students' test scores.
- Many recipients read the newsletter emails, so the email open rate increased by 28%.
- Due to the mailing of helpful materials for both beginners and advanced learners, the satisfaction of students using the offer increased by 15%.
