IDP Connect saw a 23% increase in web sessions year-over-year
5%
increase in open rates year-over-year
4%
increase in click-to-open rates year-over-year
23%
increase in web sessions year-over-year
Overview
IDP Connect helps students and parents navigate the requirements needed to evaluate, choose, and attend a university. Email marketing plays a critical role in keeping their audiences informed. But with the focus primarily on social channels, IDP Connect had been failing to deliver the expected volume of emails for years, so increasing the number of emails sent per month was a priority for the marketing automation team under the direction of Andreyna Rodriguez, Marketing Automation Manager, at IDP Connect.
Challenges
A new focus on marketing automation required a rethink and update as to how the company would use Acoustic.
According to Rodriguez, “We wanted to bring a multichannel approach to our marketing strategy, so we needed to reconfigure the initial setup of the database. We also wanted to generate more traffic and improve the engagement with our audiences to better understand their journey and whether we were providing the right information and services for them.”
The team at IDP Connect also needed to consolidate several tools into one platform. “We needed a user-friendly platform to deliver email, SMS, and app push notifications. It was important for us to have everything in one place. We had struggled for a long time because we were using many different platforms. We wanted a centralised platform to enhance our reporting capabilities and make it easier for us to improve our audiences’ journey and target the right audience with the right message in the right channel.”
Another big challenge was giving its team of digital marketers more autonomy. Rodriguez explains, “We wanted to enable our team to create templates along with their monthly newsletter quickly and that wasn’t happening. We were reliant on developers and designers, and this is where Multichannel Composer changed our lives. It massively reduced the timeline of that process.”
Solution
With ongoing support from marketing automation specialists, Purple Square, IDP Connect has been able to maximise its technology investment in Acoustic. Purple Square works together with Acoustic to advise and help IDP Connect shape their marketing technology platform to ensure it delivers and can support its evolving customer journey roadmap.
IDP Connect’s marketing content now has a fresh, more professional look and feel that is aligned with the latest education industry trends. Since the revamp, its UK portfolio has seen an average increase of 5% in term of open rates and 4% increase in terms of click to open rates. Sessions for its key website also increased by 23%. In the last year, some of its international sites have also experienced significant changes in the level of engagement, conversions and traffic.
“The combined effort of Purple Square, our developers and Acoustic made what could have been a complicated project a much easier process.” This ongoing collaborative process and flexibility of the technology are both key reasons the marketing automation team continues to work with Acoustic and Purple Square: “They have considered our feedback in different areas such as reporting, template production, survey, SMS and App integration and we value when our needs are taken seriously.”
Results
With ongoing support from marketing automation specialists Purple Square, IDP Connect has been able to maximise its technology investment in Acoustic. Purple Square works together with Acoustic to advise and help IDP Connect shape their marketing technology platform to ensure it delivers and can support its evolving customer journey roadmap.
IDP Connect’s marketing content now has a fresh, more professional look and feel that is aligned with the latest education industry trends. Since the revamp, its UK portfolio has seen an average increase of 5% in term of open rates and 4% increase in terms of click-to-open rates. Sessions for its key website also increased by 23%. In the last year, some of its international sites have also experienced significant changes in the level of engagement, conversions, and traffic.
“The combined effort of Purple Square, our developers, and Acoustic made what could have been a complicated project a much easier process,” says Rodriguez. This ongoing collaborative process and flexibility of the technology are both key reasons the marketing automation team continues to work with Acoustic and Purple Square: “They have considered our feedback in different areas such as reporting, template production, survey, SMS, and app integration and we value when our needs are taken seriously.”
About
IDP Connect is a global name in higher education. Working primarily with students and their parents, IDP Connect provides the tools and information students need to navigate the requirements and paperwork of the application process for higher education and study abroad programmes.
Purple Square help the world’s biggest brands maximise their marketing automation potential. They understand what it takes to deliver successful marketing technology programmes and maximise the return on investment. They do this by creating industry leading processes within an organisation; working collaboratively with internal and external teams, in order to effectively operationalise and optimise marketing strategy. Services include strategic and technical consulting, implementation services, training and managed services in the form of campaign delivery and application management.
