Challenge
A language school is struggling to effectively manage and nurture leads.
Potential students abandon the purchase path at various stages.
Lack of consistent, personalized communication translates into not making a decision to register.
Action
- Collecting lead data.
Marketing automation helps collect and analyze data about potential students - such as source of acquisition, preferred courses, survey responses, and interactions with the site. - Segmentation of leads.
Based on the data, leads were divided into different segments, viz:- Those interested in learning a specific language
- Those looking for courses for different levels of proficiency
- Leads acquired from various paid campaigns
- Visitors to the site without registering
- Personalized nurturing paths.
Using iPresso's marketing automation, the school creates personalized nurturing path communication scenarios.
Automated welcome emails: information about the school, curriculum, benefits.
Registration incentive emails: reminders about current promotions, enrollment deadlines, personalized discount offers. - Automatic reminders and notifications.
Leads who showed interest but did not register received automatic reminders and notifications about upcoming courses, promotions, and events such as open days.
Results
Automation of the nurturing process and personalized communication contributed to a 35% increase in course registrations compared to the previous period.
Email open rates increased by 22% and click-through rates by 8%. Leads were more engaged and interested in the school's offerings thanks to personalized and valuable communications.
Effective segmentation and personalization of nurturing campaigns increased the conversion rate of leads to students by 15%. More potential students decided to enroll in language courses.
The automation of nurturing allowed more efficient management of the marketing budget. The school was able to focus on more strategic activities, which increased campaign effectiveness and ROI.
