Email Marketing
Robert H. LEe Graduate School's Global email campaigns
My role as a Marketing & Communications Assistant
One of my tasks entails sending invitation emails to prospects to visit Robert H. Lee Graduate School’s (RHL) booth at graduate school fairs. These fairs are hosted in different countries and attract students who wish to connect with university recruiters. Due to the nature of these fairs, universities have access to a plethora of user data such as nationality, interests, and contact information.
My invitation emails were critical because they acted as touchpoints to outbound leads. Additionally, if my invitation emails succeed in bringing students to RHL’s booth, leads will interact with skilled recruiters who will hopefully guide them further down the customer journey.
I was also tasked to send out followup emails after every event in order to encourage students to register for an informational meeting with our recruiters. These followup emails acted as another touchpoint that converted leads from warm to hot.
INVITATION EMAILS
To increase the efficacy of my invitation emails, I pulled user data form university fairs’ databases to conduct sentiment analysis with Excel. Through my analysis, I uncovered prospects’ interests and popular graduate school topics within demographics. Thereafter, I leveraged my findings to create invitation emails that aligned with students’ interests.
Followup Emails
Initially, the follow-up event email process was time-consuming because I created a new email for every event based on my sentiment analysis. Though overtime, I noticed larger trends.
For example, Professional MBA students wanted a degree that fast-tracked them for promotions in their current job while Full-time MBA students wanted a degree that would help them change careers/industries.
With these findings, I created email templates tailored towards different demographics and automated the process with RHL’s CRM. Additionally, I created email templates that aligned with RHL’s new branding. Through my efforts, I was able to reduce processing time by 50%.
WHAT I LEARNED
EMAIL MARKETING
Used copywriting skills to create engaging emails that captured prospects' attention and encouraged leads to perform CTAs
DATA ANALYTICS
Leveraged data to uncover invaluable consumer insights in order to increase marketing channel's efficacy
SALES STRATEGY
Capitalized on various touchpoints to guide prospects through the sales funnel and achieve KPIs