Customer Retention Strategy

  • This case focused on bringing teachers back to the product during the busiest time of the year - back-to-school season!

  • Creativity + empathy (honest marketing ftw!) were at the core of the solution.

  • Content creation and identifying the right promotion strategy - what to say and where - was key to getting results.

  • In addition to achieving an impressive email campaign open rate of over 30%, the educational content I crafted for the campaign garnered a staggering 600,000 plays in classrooms worldwide.

Goal

Teachers are the most generous, committed audience you could ever serve. But sadly, they’re also the most underpaid and overworked segment. The problem I set out to solve for this popular EdTech product was to bring teachers back to the platform after summer break. This was a reactivation campaign and the objective was to get as many teachers to log into the product after the long break. The challenge was to showcase what was new and exciting in the product and get their attention without getting in their way!

The metrics I focused on centered around campaign performance across channels as well as actual product usage.

Methodology

I’m not a teacher, so I spent time looking at what teachers talk about around back-to-school time. There was a LOT of readily available inspiration (Pinterest is GOLD ) and I identified the ones that could link back to the product.

I also spent time using the product without focusing too much on the latest or most important feature but on the ones that would add the most value to a teacher at the beginning of the school year.

The solution was easy once I stopped thinking about the product and more about the teacher on the other side of the screen. A little bit of creativity and a healthy dose of empathy goes a long way!

Outcome

Focusing on the audience and how the product fits into their already hectic lives was an important part of this campaign. I didn’t want it to be just yet another email (that wouldn’t get read). This is why it was important to incorporate multiple promotion and distribution channels to maximise reach.

The resulting campaign was spread out over a predefined period of time and included topical content, social media marketing with a focus on Twitter, influencer marketing, in-app banners and messaging, and email newsletters.

I also devised a promotion plan for the campaign focusing on the most prominent channels both inside and outside the product that would grab the most eyeballs.

The result? Happy teachers and a lot of engagement.

If this is the kind of impact you want and you’re curious to find out how to get there, let’s chat!