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
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

Categories: CRO, Education, Email
Author: Visual-Pixel Digital
Client: My Future Choice
Date: July 6, 2022