How can you optimize your email nurture campaigns to prevent missing out on ideal students?

Attracting international students to their Specialized Masters Programs was a significant part of the enrollment strategy for a large, highly selective, graduate business program in the Mountain States.
They had previously used Pardot to send their comms but wanted to develop a new email nurture strategy to improve open, click-through and click-to-open rates on their international email campaigns.

How we got involved:

Insight

Our team of experts analyzed the original email templates and found several key areas we felt would improve performance:
Including CTA buttons instead of only using hyperlinks
Adding Alt Text to increase accessibility
Using bullet points and highlighting keywords to break up the content and make it more digestible
We also identified what messaging and content were the most impactful based on email performance.
Best performing subject line – “Enter Utah’s Booming Tech Market”
Best performing CTA – “Take me to my Virtual Tour”
Identifying what message works best (and what isn’t working) for each individual institution is a crucial part of the process, as what works well for one at a particular time may not resonate with another.

  • Including CTA buttons instead of only using hyperlinks
  • Adding Alt Text to increase accessibility
  • Using bullet points and highlighting keywords to break up the content and make it more digestible

We also identified what messaging and content were the most impactful based on email performance.

  • Best performing subject line – “Enter Utah’s Booming Tech Market”
  • Best performing CTA – “Take me to my Virtual Tour”

Identifying what message works best (and what isn’t working) for each individual institution is a crucial part of the process, as what works well for one at a particular time may not resonate with another.

Action

We collaborated with the marketing team to develop an email nurture strategy that would resonate with prospective students.
This process involved:

  • Creating a unique strategy based on insights gathered in an initial discovery session
  • Mapping out new content including theme, subject line, stage in the nurture journey, trigger and CTAs across the customer journey
  • Crafting the copy and building new email templates that were sent via automations in our in-house platform Akero at key times
  • Analyzing and optimizing based on the results

Outcome

KPIs measured against the original email templates and found significant improvements across all three key metrics:

  • Overall open rate was improved by 42%
  • Overall click-through rate was improved by 64%.
  • Overall click-to-open rate was improved by 47%