Customer journey strategy

Overview

To better engage prospective students and guide them through the enrollment funnel, I developed a comprehensive email marketing strategy built on segmentation and dynamic content. These personalized journeys delivered relevant, timely messaging based on each student’s background, interests, and stage in the decision-making process.

Challenge

Traditional email campaigns lacked nuance and failed to reflect the diversity of our prospective student population. Messaging was often too broad, missing opportunities to connect with students based on their age, location, academic interests, and preferred learning format.

Role

• Developed the overall strategy for segmented and dynamic email journeys
• Created topic-based content aligned with student interests and enrollment goals
• Built logic-driven automation to ensure students received only the most relevant messages
• Collaborated with admissions to align messaging with institutional priorities

Solution

Segmented email journeys tailored to key student types:​

• High school sophomores, juniors, and seniors
• Adult learners (ages 23+)
• Traditional transfer students (ages 18–22)​

Each journey featured dynamic content blocks that adapted based on:

• In-state vs. out-of-state residency
• Interest in online vs. on-campus learning
• Eligibility for tuition discount programs like the New England Tuition Break
• Student stage within the funnel and corresponding call to action

For example, high school students received emails about campus life, but only if they expressed interest in on-campus learning. Out-of-state students from New England saw messaging about tuition savings, while in-state students received messaging about low in-state tuition costs. Juniors were encouraged to visit campus, while seniors were prompted to apply.

Results

This approach increased engagement and conversion by delivering the right message to the right student at the right time — strengthening relationships and driving action throughout the enrollment cycle.