Accepted Student Retention Drip Email Campaign
CHALLENGE
The recruitment and admissions team wanted to increase the number of deposited students for the 2022-23 academic year and decrease “melt.” To ensure messaging highlighting the unique value propositions of the Duquesne University School of Pharmacy consistently reach still undeposited students, I developed and launched a drip email campaign to give the final push for accepted students to choose the Duquesne University School of Pharmacy.
STRATEGY
I tied the design and branding of the emails to the to the Admitted Students Day invitation and brochure, a yearly event bringing inviting accepted students and family members to camps for a close look at the School of Pharmacy facilities and interact with current students and faculty.
ACCEPTED STUDENTS DAY TIE-IN
I created email templates to highlight the value propositions of the School of Pharmacy to match website and marketing materials, including:
- Pharmacy Career Pathways & Why Pharmacy?
- Advocacy & Outreach Programs
- Continuous Professional Development Courses
- Experiential Education
- Student Success Coaching
- Research Opportunities
EMAILS
RESULTS
The campaign worked as expected and, ultimately, the amount of students accepted but NOT depositing dropped by 29% from the previous year.
| Sent | Open Rate | Click Through Rate | Conv. Rate (Est.) | Bounce Rate | Deposits | |
| 1 | 286 | 64% | 51% | 7.10% | 2.6% | 13 |
| 2 | 260 | 72% | 42% | 5.88% | 1.2% | 11 |
| 3 | 189 | 78% | 69% | 10.18% | o.o% | 15 |
| 4 | 124 | 68% | 38% | 4.74% | 0.0% | 4 |
| 5 | 106 | 52% | 42% | 3.63% | 0.8% | 2 |
| 6 | 82 | 48% | 32% | 5.08% | 0.0% | 2 |
Jacob Betzner 