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

students from the campaign applied to Capilano for Fall 2020

Have questions about any of the data presented here or wondering how your institution can utilize Drip Marketing?

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