The work involved in reaching so much content across a broad database and capturing and processing leads in order to convert them into future consumers were also challenges that made up this project.
In the assessment carried out at the beginning of 2021, we found it necessary to study software that delivered more functionalities to cover such a dense and fun registration base, within which we analyzed several platforms following the following criteria:
Automation of marketing campaigns;
Variety of service channels;
Information security;
Organization of information in intuitive dashboards;
Integration between data and existing systems.
The final choice was Salesforce Marketing Cloud, which allowed, based on the software offered malaysia phone number example by the company that meets various needs, customized implementations for the client's needs.
We therefore dedicated ourselves to improving the new tool to the needs of the Language School we work with. We went through stages of IP warming (aiming to make sending emails more effective), data transfer and segmentation of the database to carry out personalized and large-scale campaigns.
So, the new tool was able to classify groups, enabling differentiated relationships aimed at students, former students or even the person responsible for a specific student.
The MATH pattern
MATH always seeks to move forward in the best possible way, with this in mind we follow our standard of carrying out smaller tests throughout the implementations, a fundamental step for a new campaign.
Before scaling campaign launches, we carried out tests every 15 days with the most active leads, thus obtaining a cutout of the least engaged, which guided actions and strategies.
As a first delivery, we were able to speed up the transition from emails to the new solution and make communication more fluid between the school and its students.
All the changes we made with our work increased the number of people interested via the portal and the adoption of relationship rules in communication, which allowed some issues to be addressed from the sales funnel in which each group of people found themselves.
In order to monitor the results, we implemented a CRO dashboard to monitor the conversion of these diverse audiences, in line with the objective of increasing enrollments at the Language School.
Our first major action reached more than 10 million emails and SMS sent, divided into 40 campaigns aimed at leads or the student journey, with more than 20 business segmentation profiles.
We therefore obtained an 11% increase in the email opening rate and 12.4 thousand enrollments or re-enrollments were made as a result of this action.
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