My Future Choice
The Focus
An Education Tech business that connects students with their career and study paths; best matching their strengths using their platform. Target audiences are predominantly schools reviewing their post-16 choices and 6th form/colleges reviewing their post-18 choices with their heads of careers.
Specifically our objective was to:
1. Generate Educational
Awareness
2. Increase Downloadable Content
The Strategy
Over the last 2 months to date, we prioritized the following:
Data Cleansing
1. Clean audience lists consisting of rich data to maximise delivery rate. In the first week within the campaign, we could see a high bounce rate, especially hard bounces which weren’t reaching the recipient’s inbox.
By removing this from the master data, we achieved a greater accuracy within our email reports and the more detailed data, allowed us to improve our content with personalisation fields.
Email Automations
2. Implemented a nurturing email cycle via Mailchimp, consisting of introductory, eBook and webinar emails based on recipient behaviour
Data Segmentation
3. Data segmentation to target email campaigns for non-engagers via a re-engagement programme, as well as targeting the current engagers with high intent curated content, equating to a download, booking or purchase.
Email A/B Testing
4. A/B test emails to optimize open rate (subject lines), click through rate (layout, imagery and primary CTA) and conversion rate (landing page optimization)
The Results
As a result of the implemented changes, our efforts achieved:
Delivery Rate
Open Rate
Click Through Rate
eBook Downloads
Conversion Rate
