How Vancouver Island 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 Vancouver Island University.
What is Drip Email Marketing?
Drip email marketing is a series of automated emails, sent to a targeted group of students 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 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.
VIU Drip Campaign
Objective
To recruit students for their Computer Science, Music and Engineering programs for Fall 2020.
Target Audience
Students living in Canada, aged 16-20, interested in studying in BC.
Method
Using drip marketing, we targeted high-quality leads and sent 6 emails from January – April, which produced stronger, more cost-efficient conversions.
Email 1: Building Awareness
Subject Line
Olivia, thinking of studying in British Columbia?
Preheader
Looking to find the perfect school to pursue [Music/Computer Science/Engineering]? Vancouver Island could be your ideal destination.
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
Email 2: Introducing Programs
Personalizing for your audience
Engineering Demographic
students reached
%
open rate
students engaged
Computer Science Demographic
students reached
%
open rate
students engaged
Music Demographic
students reached
%
open rate
students engaged
Emails 3-5: Building A Sense of Community and Support
These subsequent emails introduced students to campus life, activities on Vancouver Island and financial aid offered by the university.
Email 3
students reached
%
open rate
students engaged
Email 4
students reached
%
open rate
students engaged
Email 5
students reached
%
open rate
students engaged
Email 6: Generating Applications
Subject Line
Olivia, don’t miss your chance to apply to Vancouver Island University
Preheader
The deadline for Fall 2020 admission is fast approaching! Apply to one of VIU’s many [Music/Computer Science/Engineering] programs now.
students reached
%
open rate
students engaged
By this point, the students were familiar with the university’s program offerings, campus life and more. This allowed us to use a direct call to action: Apply Now. This was a success, as the email got the highest open rate in the series.
Results
Overall, 59% of students opened one or more emails – more than double the unique open rate for any individual campaign!
As of May 28, 2020
