Undergraduate Campaign
With a shift to a new CRM (from Radius to Slate), we decided that as a "second phase" project we would like to restructure the campaigns for our undergraduate students. I came up with the email plan, topics and copy and worked with our UX designer to plan the layout of the new emails.
The old emails:
- Focused on the marketing funnel, with each drip campaign focusing on a certain aspect of that funnel.
- If an inquiry would apply to the school, they could potentially miss out on some important info since they would go from the "inquiry" campaign to the "applicant" campaign.
- Not personalized to the individual
- Too pushy
- Don’t allow prospective students to visualize themselves at TXWES
- Wordy and less image focused
- Don’t stand out from the crowd
- Don’t provide enough information
- Missing university pillars
Email Examples:
The new emails:
- Allowed a better flow of information to students throughout the funnel
- More personalized (for example, if they are interested in being a marketing major, they would get info about that specific major)
- Gave a better overview to student life at TXWES, allowing students to seem themselves attending our school
- Had new designs and layouts that focused on visual elements and more bite sized information
- Stood out among competitors
- Included university pillars
- Still had some push without being too overwhelming to the student
Email Examples:
Results
Here are a few key stats from the small email examples listed above. This also resulted in a 12% increase in applications and a higher retention rate for students after being admitted.
Old Email Campaign:
| Open Rate | Click Through rate | |
|---|---|---|
| Intro | 11.8% | 0.2% |
| Majors | 10.8% | 0.2% |
| Visit | 15.8% | 0.3% |
| Advantages | 14.8% | 0.8% |
New Email Campaign:
| Open Rate | Click Through Rate | |
|---|---|---|
| Intro | 20.8% | 1.9% |
| Majors | 20.3% | 0.9% |
| Visit | 28.8% | 2.72% |
| Alumni | 21.3% | 1.4% |