In this case study, we examine the collaboration between our team and Curtin University to improve their admissions process through the implementation of automated email campaigns.
The aim was to prompt applicants to complete their applications, take necessary actions, and accept their offers when eligible and to address previous manual processes involved multiple platforms, leading to inefficiencies and confusion among applicants.
To address this, we developed automated workflows in Marketo for both domestic and international applicants, covering various stages of the application process. Additionally, we revamped and developed email templates to ensure consistency with the university’s brand guidelines.
Of all acceped offers influenced by this program.
Strong click rate.
High email open rate.
Rosie Brown | Account Manager
MCoy Aguirre | Project Manager
Sam Gossage, Owen Taffinder, Frances Lim | Strategy, Email/Campaign Development
Camille Tabagan | Email Template Development
Gemma Lawrence | Senior Copywriter
Chris Laver | QA
Our approach included mapping out the admissions journey using LucidChart, outlining business and Marketo logic, building campaigns incrementally, designing and developing email templates, and conducting user acceptance testing (UAT) sessions. Marketo was the main marketing automation platform used, integrated with CiA, the client’s CRM tool.
Key optimisations in this campaign included leveraging Marketo’s webhook API as a connector between CiA and Marketo, revising email copy for clarity and urgency, and utilising Marketo personalisation features such as tokens, Velocity scripting, and segmentation-based dynamic content.
These optimisations aimed to enhance user experience and ensure that the campaigns met the client’s specifications with utmost quality.
Our approach included mapping out the admissions journey using LucidChart, outlining business and Marketo logic, building campaigns incrementally, designing and developing email templates, and conducting user acceptance testing (UAT) sessions. Marketo was the main marketing automation platform used, integrated with CiA, the client’s CRM tool.
Key optimisations in this campaign included leveraging Marketo’s webhook API as a connector between CiA and Marketo, revising email copy for clarity and urgency, and utilising Marketo personalisation features such as tokens, Velocity scripting, and segmentation-based dynamic content.
These optimisations aimed to enhance user experience and ensure that the campaigns met the client’s specifications with utmost quality.
