How MATH MKT improved the relationship with Estácio University's customers
Posted: Sun Dec 22, 2024 7:10 am
One of the challenges that can appear on a company's path is customer relations . After all, managing the expectations and needs of different people who communicate through different channels is a task that can seem impossible.
When we talk about a company that involves education and has an impact on so many stories, the mission of communication has to be taken much more seriously and must be carried out with care. The combination of human resources and technology makes this “unreal” relationship with the customer possible.
In this article, we will present a case study that will help you understand more about the implementation and benefits that data-based management and personalized and automated relationships can bring, showing them in practice and how they helped Estácio.
MATH MKT and Estácio: united for a better relationship with the customer
Estácio has been providing excellent education on a large scale for over 50 years, based on the purpose of “Educating to Transform”. It is part of Yduqs, the largest higher education group in Brazil, which has been growing and innovating through the expansion of its education through the entry of new institutions and businesses into the group.
Find out how Yduqs breaks records in customer retention and acquisition in the episode of DoTheMATH where the Director of Student Retention, Ana Luzia Lima, participates.
There was a complexity in managing relationships with so many students and malaysia phone number example prospects and a difficulty in ensuring the delivery of relevant and assertive messages to each of them. Therefore, our first objective was to design message flows where the user was identified and monitored at all times, including when they joined the institution.
Differentiated relationship for recruitment and existing students
There are five ways to enter Estácio: Enem, entrance exam, external transfer, second degree and reopening of suspended enrollments. These, together with the different courses, require that there are specific rules for sending e-mail marketing, combined with other channels.
For students at the institution, there are onboarding campaigns that bring welcome messages and information that will be useful for their day-to-day studies. As the university offers distance learning, in-person and flexible modalities, the approach is different for each one, making communication equally effective, but following the way in which the students chose to graduate.
This strategy can identify students who are most likely to drop out of the course in the first semesters by giving the team an overview of which emails were opened and what actions were taken.
The email ruler for students is designed to motivate and engage them, thus aiming to reduce dropout rates. Cool, right?
Incredible actions generate even better results
In the first half of the campaign, the conversion rate among the qualified candidates contacted went from 31% to approximately 48%. There was also a 73% increase in the email opening rate after the implementation of the new automations, causing the rate to rise from 14.4% (2018) to 25% (2019).
The complete case study of digital marketing automation at Estácio University will give you the opportunity to better visualize the step-by-step implementation of data-based management and personalized and automated relationships carried out by MATH MKT. Read the full case study below.
When we talk about a company that involves education and has an impact on so many stories, the mission of communication has to be taken much more seriously and must be carried out with care. The combination of human resources and technology makes this “unreal” relationship with the customer possible.
In this article, we will present a case study that will help you understand more about the implementation and benefits that data-based management and personalized and automated relationships can bring, showing them in practice and how they helped Estácio.
MATH MKT and Estácio: united for a better relationship with the customer
Estácio has been providing excellent education on a large scale for over 50 years, based on the purpose of “Educating to Transform”. It is part of Yduqs, the largest higher education group in Brazil, which has been growing and innovating through the expansion of its education through the entry of new institutions and businesses into the group.
Find out how Yduqs breaks records in customer retention and acquisition in the episode of DoTheMATH where the Director of Student Retention, Ana Luzia Lima, participates.
There was a complexity in managing relationships with so many students and malaysia phone number example prospects and a difficulty in ensuring the delivery of relevant and assertive messages to each of them. Therefore, our first objective was to design message flows where the user was identified and monitored at all times, including when they joined the institution.
Differentiated relationship for recruitment and existing students
There are five ways to enter Estácio: Enem, entrance exam, external transfer, second degree and reopening of suspended enrollments. These, together with the different courses, require that there are specific rules for sending e-mail marketing, combined with other channels.
For students at the institution, there are onboarding campaigns that bring welcome messages and information that will be useful for their day-to-day studies. As the university offers distance learning, in-person and flexible modalities, the approach is different for each one, making communication equally effective, but following the way in which the students chose to graduate.
This strategy can identify students who are most likely to drop out of the course in the first semesters by giving the team an overview of which emails were opened and what actions were taken.
The email ruler for students is designed to motivate and engage them, thus aiming to reduce dropout rates. Cool, right?
Incredible actions generate even better results
In the first half of the campaign, the conversion rate among the qualified candidates contacted went from 31% to approximately 48%. There was also a 73% increase in the email opening rate after the implementation of the new automations, causing the rate to rise from 14.4% (2018) to 25% (2019).
The complete case study of digital marketing automation at Estácio University will give you the opportunity to better visualize the step-by-step implementation of data-based management and personalized and automated relationships carried out by MATH MKT. Read the full case study below.