How Capilano University Uses Drip Email Marketing to Recruit Students
Client Success Story
Drip and nurture email marketing can yield excellent results and provide an effective method for building relationships with students.
Here is a case study for Capilano University.
What is Drip Email Marketing?
Drip email marketing involves a series of automated emails sent to a targeted group over a set period of time. Each email is designed to deliver a message and has a specific call-to-action (CTA).
By telling your institution’s story over a period of time, you are better able to engage students and ultimately recruit them to your school.
To learn more about the basics of drip email marketing, click here.
Capilano Drip Campaign
Objective
To recruit students for any undergraduate programs for Fall 2020.
Target Audience
Students living in Canada, aged 17-19, interested in studying in BC, and intended start date Fall 2020.
Method
Using drip marketing, we targeted high-quality leads and sent 4 emails from May – July, which produced stronger, more cost-efficient conversions.
Email 1: Building Awareness
Subject Line
Emma, have you considered studying on the west coast?
Preheader
Get the west coast experience at Capilano University! Explore programs options and learn about all the things to do in BC.
students reached
%
unique open rate
students engaged
By using a personalized subject line and preheader, we were able to achieve a high open rate and engage students
Emails 2-3: Building A Sense of Community and Support
The next two emails introduced students to program options, campus life, and financial aid offered by the university, providing a variety of hyperlinks to engage varying student interests.
Email 2
students reached
%
unique open rate
students engaged
Email 3
students reached
%
unique open rate
students engaged
Email 4: Generating Applications
Subject Line
Emma, don’t miss the deadline to apply!
Preheader
What are you waiting for? Now’s the time to apply to Capilano University!
students reached
%
unique open rate
students engaged
By the time students had received this fourth email, they were familiar with the university’s program offerings, campus life and more. Each email also included a recruiter’s name and signature, which helped generate interest by encouraging advising appointments and one-on-one chats.
This email employed a hard call to action: Apply Now. This was a success, as the campaign resulted in applications.
Results
Overall, 64% of students opened one or more emails — more than double the unique open rate for an individual campaign on average!
As of April 30, 2021
