Boost attendance at the University’s open day and reduce drop off in the run up to the event.
Boosting open day attendance with personalisation.
THE CHALLENGE
THE CAMPAIGN
We created a highly personalised email campaign consisting of 3 emails, each uniquely targeted to the recipient with variable content.
The 1st email was designed to get people to sign up to attend the open day and the 2nd and 3rd emails were both ‘keep warm’ reminder emails to help prevent drop off in the run up to the event.
Each email contained multiple pieces of variable text and imagery unique to the recipient:
• The 1st email content changed according to the recipient’s previous contact with the University and their location.
• The ‘keep warm’ reminder emails were personalised even further with text, imagery and video content relevant specifically to the student’s age, location, event and booking date and their subject of choice.
The 1st email was designed to get people to sign up to attend the open day and the 2nd and 3rd emails were both ‘keep warm’ reminder emails to help prevent drop off in the run up to the event.
Each email contained multiple pieces of variable text and imagery unique to the recipient:
• The 1st email content changed according to the recipient’s previous contact with the University and their location.
• The ‘keep warm’ reminder emails were personalised even further with text, imagery and video content relevant specifically to the student’s age, location, event and booking date and their subject of choice.
THE IMPACT
This highly personalised email campaign received a very positive average open rate in excess of 45% and the client achieved their highest open day turnout to date.
