The opportunity: Mills College, a liberal arts and sciences college founded in 1852, aimed to increase their graduate enrollment applications by improving their marketing communications and lead nurturing.
Our role: With a background in marketing automation, Carrie worked closely with the Director of Admissions to understand the departmental goals and laid out a content strategy plan to roll out drip programs for 15 unique graduate programs. Target audiences were defined via qualitative research and persona development. These insights were used to craft language for over 120 unique emails, with the goal of walking prospective students through the buying funnel. Email templates were then designed and coded for responsive rendering across all major email clients. Drip logic strategy concluded the project and was built out in their automation system, SLATE.
The result: The drip program launched in March of 2016 and over 97,000 emails have been delivered with an average open rate of 25%. There has been a 22% increase in number of applicants between 2015 – 2016 and the rate of conversion increased by 14%. Data is still be reviewed to make further correlations.