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How ecrmHub automation took the University of Law to the top of the class | Marketing Cloud Blog - ecrmHub
The University of Law is one of the UKs longest established specialist providers of legal education with a history dating back to 1876. Supporting its illustrious history is a reputation for innovation and contemporary teaching practices.

The challenge

The University of Law receives a high volume of in-bound enquiries, predominantly through its website. Without any organised CRM system in place, leads did not receive any follow-up or access to additional information to support decision making.

As a result, the conversion rate of these leads was extremely low at less than 3%.

How we helped

ecrmHub created a messaging framework to support and accelerate the decision making process of new leads. By aligning key elements of the University’s proposition (teaching standards, results, credibility and employment % post graduation) with the customer journey, we were able to create a compelling series of email communications which would be employed in a trigger based campaign.

The ‘trigger based’ campaign delivered personalised messages based on action taken at each stage, as well as demographic data.

New email design was produced to highlight employment stats, selling factors and guide them through to next steps in their application process via the placement of call to actions in eminent and visually appealing way.

Email were highly personalized it went beyond using your subscriber’s name in the subject line. It shows nearest event dates and testimonial based on the data such as campus, course and preferred study mode of a prospect to fuel super relevant messages.

The increase in conversion

The nurture campaign targeted an initial batch of 15,000 leads generated over the course of the last 12 months.

  • As a result, the conversion rate of these leads was extremely low at less than 3%.
  • During the first 12 weeks of the campaign, 1,550 leads were qualified for conversion via the nurture campaign (conversion rate > 10%).
  • Of the 1,550 qualified leads, 222 went on to make an application to study at the University of Law (conversion rate > 14%).

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