Email open rate 65.4% for business school
About client
MIM-KYIV – a business school that offers training courses to develop systematic management skills and knowledge in its students. The school has been in the market for 30 years and has accreditations from AMBA, BGA, and CEEMAN.
Tasks
How did we achieve this result?
- Conducted a survey of subscribers to identify their interests
- Conducted A/B testing of email #1
- Performed segmentation
Example of the email
Results
Results of email #1
During the segmentation of the subscriber database, 4,148 people read (65.4%) the emails, 828 (13.0%) people clicked on the link to the survey. Of those who clicked the link, completed the survey – 555 (67.0%) people
Survey results by categories of newsletters
The survey identified 241 individuals who indicated they wanted to receive information for graduates, some of whom were identified as actual graduates (163 individuals). Actual graduates were transferred to the appropriate mailing list database
Four segments were created for further mailings:
- Announcements
- News
- Programs
- All newsletters
Conclusions
A well-thought-out and organized mailing allowed us to achieve the client’s objectives: to stimulate the mailing list base to be active, to identify real graduates of the Business School, and to segment the audience for further mailings.
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