24-25 Rolling Admission Invite

The primary objective of this campaign was to drive conversions among users identified within both our “cold” and “hot” lists. The “hot list” specifically referred to parents who had previously shown interest by beginning the application process but did not complete it. These individuals were not classified as “unqualified” but rather as leads who needed a nudge to finalize their applications. To ensure the quality of the lists, we implemented a rigorous process: all entries were automatically filtered through our system and then manually reviewed before any marketing emails were sent out. This two-step process allowed us to maintain the integrity of our outreach and avoid targeting individuals who were no longer relevant.

In terms of campaign performance, we observed a notable trend: the highest conversion rates came from parents who engaged with our materials either at the start or toward the end of the fall semester, rather than during the spring. This timing may have aligned more closely with their academic decision-making cycles, suggesting that parents were more likely to act on their interest during these particular windows of the year. As a result, we plan to refine our future campaigns to focus more intensively on these key periods to maximize impact.

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