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Email MarketingUnicafLifecycle flows

Retention & Engagement Flows

Automated lifecycle journeys designed to nurture leads, boost engagement, and unlock long-term conversion outcomes for Unicaf campaigns.

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.

Automation/Lead Nurture Flow

Active
  1. TriggerNew lead
  2. Email 1Scholarship benefits
  3. Wait
  4. Email 2Programme information
  5. Wait
  6. Email 3Student success stories
  7. GoalSpeak with an advisor

Behavioral Intelligence

Strategy & Personalisation

Flows were built based on real behaviour and segmentation signals, so each message feels timely and relevant rather than generic.

  1. 1

    Market Segmentation

    Segmented by market and program interest

  2. 2

    Lead Source Tracking

    Webinars, landing pages, partner campaigns, meta ads

  3. 3

    Engagement Level

    Opens, clicks, link interaction patterns

  4. 4

    Campaign Eligibility

    Scholarship eligibility and campaign focus

  5. 5

    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.

  • Elastic Email Automations
  • Brevo Journeys
  • Smart Segmentation
  • Dynamic Content Blocks
  • UTM-Tracked CTAs

Want to see how I track performance?

Explore how I use UTM parameters to connect email engagement with on-site behaviour and campaign reporting.

View UTM Tracking System