CASE STUDY: Record breaking results with student focused emails
Provided by BAM
Mansion Group reach over 50,000 students and achieve record-breaking email click throughs of over 15%.
What was the Challenge / Background of the Campaign?
Student lettings can be a very seasonal industry, often with little interaction with students throughout the whole academic. The key challenge here was to create a campaign that would inform and engage students with Mansion Group and their offerings.
What was the Campaign Objective?
Mansion Group's key objectives were to engage with UK students who were studying in higher education. Secondary to this they wanted to drive traffic to a landing page designed for data capture, in target cities across the UK. The campaign required a key element that encouraged students to go to the landing page and enter their details, in order for Mansion Group to capture data.
What was the Solution?
The nature of this campaign's objectives meant that it needed to be web based in order to direct students to a designated landing page. In order to contact students directly we chose solus emails which would have a link to Mansions Group's landing page. We used our database of trusted student email addresses to send regular focused emails to communicate with students at 6 key UK universities. In order to encourage the students to click through to the designated landing page for data capture, the emails also gave the opportunity to win a year's free rent.
What were the Results?
Over 50,000 emails were sent out over 5 days with a bounce-back rate of less than 0.1%. There was an average click through record of over 15% (over 7,500 students). With further in-depth results confidential to the company, the campaign successfully fulfilled both of their objectives.
What were the Key Learnings of this Campaign?
Students can be a difficult demographic to engage with directly. Solus email campaigns offer the the opportunity to send your message straight to them, often from a trusted source such as the student union. Students read their emails in their own time, in an environment where they feel comfortable and are most perceptive. Solus emails offer the added benefit of targeting and tracking. In this campaign it was important to add the extra dimension of having a competition to encourage click through to the landing page.