To provide great student experiences, marketers need to orchestrate all their campaigns while optimizing communications to each user at scale. Here's one way to do it (and three more to download)
As the pandemic forced students out of school and into the digital world of education – online learning platforms are of more importance than ever.
Providing positive student experiences increases student lifetime value and increases the likelihood that a student will recommend your platform to their family, friends, and colleagues.
One way to provide great student experiences is to orchestrate all your student campaigns.
Prioritization and exclusion are essential to creating a holistic, personalized customer experience effectively and efficiently.
Every online learning platform must orchestrate communications using prioritization and exclusion. As a result, students who qualify to receive more than one message a day will receive that of higher significance.
CRM marketers must gain the tools and skills required to assign priorities to each communication they send out to students at all times.
The Challenge for E-learning Platforms
To provide great student experiences, you need to orchestrate all their campaigns. For example, following the completion of a course, you can incentivize a new subscription by providing a discounted offer. However, this might not be the best option for each student.
Though at Optimove, we recommend utilizing student data to set up automated marketing communications, automation alone can wreak havoc your brand reputation. Additionally, not having an orchestrating system can cannibalize your profit, causing your company to offer unnecessary promotions.
The Solution: Optimize Marketing Orchestration Flows
Using Optimove, you can quickly prioritize the messages sent to each student segment in situations where they can receive more than one communication at a time.
Setting up orchestration rules can ensure that students receive the most appropriate communication while withholding big promotions from students who would have enrolled in another course regardless of a discount or promotion you would have otherwise offered.
The flowchart below includes an example of orchestration rules that leverage student behavior to determine whether a promotion is required, or a different campaign should be sent.
It takes into account the following:
Whether the student completed a course in the past week
Whether the student added a new course to their online cart
Whether the student already received this promotion after completing the specific course
Key Notes
This is just one way to improve student retention and engagement on online learning platforms while optimizing your overall marketing performance.
With Optimove, your brand can orchestrate, test, and measure multi-channel marketing campaigns to improve your operation’s business performance – quickly and easily.
Gabriella Laster is Product Marketing Manager at Optimove, responsible for prospect marketing and product messaging. Gabriella holds a B.A. in International Relations and English Literature and an Executive MBA from Hebrew University.
