The Power of Automated Email Personalisation

TESTIMONIAL

“It’s no secret that the education sector has faced many challenges in recent years, following an unprecedented demand during the early stages of the pandemic to a fatigue coming out the other side. Working with Wolfgang Digital has allowed us to face this challenge head-on with an integrated, innovative and agile strategy that led to results that have exceeded our best expectations.“

Ciaran O’Connell, Marketing Manager, Innopharma Education

WOLFGANG DIGEST

A user-first email strategy that nurtured owned audiences through automation and personalisation to drive growth.

CHANNELS

BUSINESS GROWTH

Student Enrolment: +40% over yearly target

THE CHALLENGE

In 2022, despite the pandemic's impact on education demand, Innopharma aimed to boost student enrollments.

Our challenge was to nurture and qualify leads, while continuously engaging those not yet ready to convert, considering their lengthy decision-making process.

OUR STRATEGY

Committing to a career change/upskilling and enrolling in a suitable education programme is a major life decision and fraught with questions. That’s why our focus was to adapt to the distinct journey of each lead and engage them in a manner that was most relevant to them.

A one-size-fits-all approach was a no-go! The first step was to stop treating the leads as numbers and start treating them as real people.

Our strategy focused on using first-party data to segment leads based on various data points. Leads were nurtured through automated email workflows triggered by different actions/events like eBook download, webinar registration, action taken on the website, etc. This led to increased engagement and successful qualifying of leads.

We treated every email as an opportunity to remove blockers from the user’s decision making journey.

INNOVATION USED

Granular Segmentation using First Party Data: Built segments based on first-party data such as previous website and email engagement. Collecting additional data points such as preferred learning location, subject preference, course level, etc. allowed us to humanise our leads and further enhance audience segments.
Hyper-Personalisation: Used dynamic content and conditional logic to tailor messages to the individual. For example, emails to food science course leads contained content related to food science.
Email Automations based on User Behaviour: We used user actions rather than assumptions to trigger the most appropriate email. Specific behaviour-based triggers included like eBook download, form fill, email click, etc.) and allowed us to send targeted and personalised messaging.

BUSINESS GROWTH

Yearly student enrollment target exceeded by 40%.

25% of total student enrollment driven by Email.

Careful email nurturing powered high engagement with avg. open rate of 57.9% and avg click rate of 17.1% (147% and 489% higher than industry average, respectively).

+40%

Over Yearly Target Student Enrolment

25%

Of Total Enrolled Students Qualified & Nurtured through Email

Driving Growth with a User-first Approach: