Challenge
The language school was struggling with a low number of students. Previous marketing campaigns were quickly burning through the budget due to advertising the extensive course offerings. Unfortunately, they were not producing the expected results.
The language school decided to find the right tools and launch a personalized marketing campaign in the upcoming recruitment season. Short messages were to be sent to interested people with educational offers tailored to individual needs.
Action
- Data collection
The language school collected and organized information about people interested in courses.
- Segmentation
Recipients were divided into groups based on their interests, language skills and the actions they took on the website.
- Use of Feed Manager
All courses were added to Feed Manager, which meant that the language school could use them in personalized marketing campaigns. Feed Manager pulled data from a variety of sources, so there was no concern that a user would be shown a recommendation to enroll in a course for which there were no more vacancies.
- Sending personalized messages
Recipients received emails with dynamically changing content. In this way, experts in a particular language received recommendations for specialized courses for advanced learners, while beginners were offered to learn the language from scratch.
Results
- The personalized educational offer contributed to a 24% increase in conversions. Interested people were eager to register for the course.
- Due to thoughtful segmentation and personalized messaging, the language school saved expenses on marketing campaigns while increasing efficiency.
- The email open rate increased by 15%, as more people became interested in the personalized message title.
- Users were more likely to click on links and view more courses on the site. The language school saw a 17% increase in engagement.
