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This article describes details regarding the automated prospective student email nurture program set up in LRM.

Overview

Prospective student nurture programs in LRM are a series of emails that will fire on a scheduled basis according to the Lead Status of a prospective student record and the inherent interests associated with the record.  

When a new lead is added, or an existing person becomes a lead (thus the lead status field is set from null to a lead status value), a workflow is triggered causing the lead to be added to the appropriate “static” marketing list.  On initial set up, a marketing list will be available for the lead statuses: non-validated, validated, and applying. If the lead status field on the lead subsequently changes, the lead is first removed from its current marketing list, and then is added to the marketing list that contains leads with the new lead status.

Not-Validated Leads Nurture Program

A nurture program for the not-validated leads marketing list is used to fire the workflow(s) which create the CD email sends.  The email send created by the nurture program will use the CD email template that is determined by the value set in the “Email Template” field recorded on the person record, as this field represents the collective interests currently stored on the person record.

If a lead is removed from a marketing list, then the nurture program associated with the marketing list stops for the lead.  Adding the lead back to the marketing list restarts the nurture program from the beginning.

Additional nurture programs may be added in the future for the validated and applying marketing lists.

Nurture Program Goal

The goal of the not validated nurture program is to appropriately target and message “cold” leads, and capture information needed to validate them as a WSB programs lead. This automatic email nurture program approach enables the lead to self-validate their interest in our WSB programs without much additional resources  

The information necessary to validate a lead may include: self-selected program interest(s), collection of phone number and zip code, direct contact with WSB staff, or starting a WSB program application.

“Cold” not-validated leads are generally:

  • contacts sourced from list imports (GMASS, MBA Tour, other event lists)
  • contacts with an incomplete profile (5 profile fields – first name, last name, email, phone, zip)
  • contacts with a high level “Masters” interest and no specific program interest within the Master’s degree options

Lead validation occurs:

  • when the lead completes a RFI form
  • when the lead completes an Event Registration form
  • when WSB staff ‘Validates Prospect’ using lead management button in LRM
  • when the lead starts an application (note: in this case Lead Status = Applying)

Marketing Lists

Three “static” marketing lists are used.  A static marketing list is the only marketing list type supported by the Click Dimensions marketing list management workflow assembly (and Campaign Automation as well).

Marketing List

Description

CD LEAD: Not Validated Lead Status

Contains leads that are in the not-validated status.

CD LEAD: Validated Lead Status

Contains leads that are in the validated status.

CD LEAD: Applying Lead Status

Contains leads that are in the applying Status.

Nurture Program

Nurture Program

Description

CD Lead: Not Validated Email Campaign

Fires the workflows that will create the CD email sends for contacts on the not-validated marketing list.

Workflows

A number of different workflows are used to place leads into the correct marketing list and to send the actual emails to leads in each list.  A nurture program is used to trigger the workflows that actually send the email to the leads in a specific marketing list.

Workflow

Description

CD LEAD: Marketing List Management

Places a lead in a marketing list depending on the Lead Status field.  Is triggered by a change in Lead Status.

CD Lead: Send Not Validated Email 1

Creates a CD email send that uses the associated not-validated CD email template. 

CD Lead: Send Not Validated Email 2

Creates a CD email send that uses the associated not-validated CD email template. 

CD Lead: Send Not Validated Email 2

Creates a CD email send that uses the associated not-validated CD email template. 

Email Templates

Template

Description

CD Leads Nurture Program: EEMBA - Not Validated 1

Used by the workflow CD Lead: Send Not Validated Email 1.

CD Leads Nurture Program: EEMBA - Not Validated 2

Used by the workflow CD Lead: Send Not Validated Email 2.

CD Leads Nurture Program: EEMBA - Not Validated 3

Used by the workflow CD Lead: Send Not Validated Email 3.

CD Leads Nurture Program: FTMBA - Not Validated 1

Used by the workflow CD Lead: Send Not Validated Email 1.

CD Leads Nurture Program: FTMBA - Not Validated 2

Used by the workflow CD Lead: Send Not Validated Email 2..

CD Leads Nurture Program: FTMBA - Not Validated 3

Used by the workflow CD Lead: Send Not Validated Email 3.

CD Leads Nurture Program: PhD- Not Validated 1

Used by the workflow CD Lead: Send Not Validated Email 1.

CD Leads Nurture Program: PhD- Not Validated 2

Used by the workflow CD Lead: Send Not Validated Email 2.

Nurture Program Details

When a prospect has a Lead Status = Not Validated, the contact is automatically added to the CD LEAD: Not Validated Lead Status Marketing List. Then the contact starts in the following email flow:
  • Wait one day
  • Send Not Validated Email 1
  • Wait 4 weeks
  • Send Not Validated Email 2
  • Wait 4 weeks
  • Send Not Validated Email 3
  • Remove contact from Marketing List