Email Marketing
Lakeland University Email Marketing
Robust email marketing design and implementation project
Role: Lead Designer
Outcome
The initial stage of the project was 70 emails focusing on Inquiry to Application, Complete Your Application, and Admit to Deposit. This stage yielded a 22% increase in started applications YOY, a 37% increase in completed applications YOY, and a 28% increase in deposits YOY. The engagement with the university continued with hundreds of segmented email comms and additional scopes of work.
Problem
Lakeland University did not have a unified branded email template in place. Their current communications were not substantive, lacking segmentation and focus across all stages of the student journey.
Furthermore, their CRM of choice (Slate) was not optimized to efficiently handle student journey stages.
Approach
Our team audited Lakeland's CRM to lay foundational work to ensure it was fully optimized for efficiently handling the full student journey. After identifying all of the stages, along with segmentation based on location, age of prospective student, and major of interest, our writer built out the email and SMS communications with a properly paced cadence.
I gathered brand elements and photography to utilize for the project, and created 3 templates for the client to review. Once a template was settled, I created the individual emails in Figma, exporting them to HTML for import into their CRM.
All told, the initial project introduced just over 500 new structured and segmented emails for the client. The results were impressive enough to bear an additional scope of work in which our team created over 100 more emails over 5 new segments.