For this campaign, my primary responsibility was to nurture and guide our next-year applicants through the various stages of the funnel. To tailor our approach effectively, we segmented parents based on their position within the funnel, ensuring they received personalized and relevant emails. Each email series was strategically designed to address the unique needs of parents at different stages, whether they were just beginning to explore, actively considering, or close to making a decision.
The results of this targeted email strategy were highly positive. I found that the series not only helped move families further along in the application process but also significantly increased their engagement with our brand. This heightened interaction played a crucial role in building trust and rapport, ultimately helping to push those families who were on the fence to take the final step and complete their applications. By delivering the right message at the right time, we were able to provide the support and encouragement needed to convert interest into action.
Summer School Invite – April
OR: 66.67%
CR: 33.33%
Club Highlight – January
OR: 38.46%
CR: N/A (Nurturing)
Open Application – January
OR: 20%
CR: 0%