Retention & Engagement Flows
Automated lifecycle journeys designed to nurture leads, boost engagement, and unlock long-term conversion outcomes for Unicaf campaigns.
3+
Total Flows
Lifecycle journeys built across markets
Retention &
Conversion
Key Goals
Re-engage, nurture, and drive registrations
Elastic Email &
Brevo
Tools Used
Automation and segmentation platforms
Flow Breakdown
Each flow was designed around where a lead is in their decision journey, using segmentation, timing, and messaging to move them closer to registration.
Lead Nurture Flow
Five-step sequence that introduces scholarship benefits, key program information, and student success stories. Designed to guide new leads from first interest to speaking with an advisor.
Re-Engagement Flow
Three-step reactivation journey targeting inactive or cold leads with refreshed messaging, value reminders, and a soft final nudge to return to the funnel.
Scholarship Deadline Flow
Urgency-based emails aligned with scholarship cut-off dates to encourage fence-sitters to submit their applications and secure their discount.
Strategy & Personalisation
Flows were built based on real behaviour and segmentation signals, so each message feels timely and relevant rather than generic.
Market Segmentation
Segmented by market and program interest
Lead Source Tracking
Webinars, landing pages, partner campaigns, meta ads
Engagement Level
Opens, clicks, link interaction patterns
Campaign Eligibility
Scholarship eligibility and campaign focus
Journey Stage Tailoring
Content tailored to each stage: awareness, consideration, and decision
Impact on Engagement & Retention
While this portfolio doesn't expose sensitive performance data, the flows were designed to improve the quality of conversations and the efficiency of each campaign touchpoint.
Open Rates
Improved open rates through subject line and preview text testing
Click-Through Rates
Higher click-through rates from clearer CTA hierarchy
Re-Engagement
More re-engaged leads from tailored reactivation sequences
Intent Signals
Stronger intent signals during scholarship windows
Tools & Implementation
These flows were set up using email automation platforms and segmentation logic to keep the experience consistent, trackable, and scalable across regions.
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