Owning and Optimizing a Multi-Stage Email Nurture System
PROSPECTIVE STUDENT EMAIL NURTURE CAMPAIGN
SCALE
approx. 4,600 prospects annually
TIMELINE
2019-Present
ROLE
Sole owner of strategy, copy, build, optimization, and reporting
RESULTS
+72% applications
over 6 years
Overview
Since 2019, I’ve owned and continuously optimized an email nurture campaign designed to guide prospective students from initial inquiry through application submission.
The campaign supports multiple programs and degree levels, adapts to seasonal behavior, and evolves year over year based on performance data and audience needs.
THE PROBLEM
Prospective graduate students often have long decision timelines and are evaluating multiple institutions simultaneously. Without consistent, relevant communication, strong prospects can easily disengage or forget about a program entirely.
A static or “set-and-forget” email series wouldn’t work in this environment. Audience expectations change, programs evolve, and engagement patterns shift throughout the academic year. Without active ownership and iteration, the campaign risked becoming bloated, outdated, or ineffective.
THE STRATEGY
The campaign is structured around an ARC funnel (Awareness → Readiness → Commitment), with messaging designed to meet prospects where they are and move them forward without overwhelming them.
Funnel-based sequencing: Messages align to readiness, along with the academic calendar
Progressive disclosure: Information is layered to reduce cognitive load
Behavior-informed iteration: Engagement data informs timing, length, and segmentation
Clear exit points: Once a prospect submits an application, they are automatically moved out of the campaign and into the next stage
KEY STRATEGIC PRINCIPLES:
SEGMENTATION ALLOWS MESSAGES TO ADAPT BY:
Degree level (MS vs PhD)
Program area
Time of year, based on predictable engagement patterns
A core part of the strategy was visual differentiation. Because inboxes are crowded and attention is limited, I intentionally designed the campaign to be highly visual, using strong layouts and consistent visual cues to help messages stand out and feel distinct from generic recruitment emails.
THE EXECUTION
Over the years, I’ve rebuilt and refined the campaign multiple times:
Campaign structure:
Originally 26 weekly messages over six months
Reduced to roughly 20–22 messages to improve engagement and reduce fatigue
Content & copy:
Wrote all email copy
Tested variations including shorter formats, FAQ-style emails, and mixed visual/text approaches
Shifted away from generic institutional messaging in favor of program-specific and faculty-focused content
Design & tools:
Planned content & built calendar in ClickUp
Created visuals using Adobe InDesign and Canva
Built and managed the campaign in Slate CRM
Testing & optimization:
Experimented with sender names, personalization, tone, and formatting
Adjusted cadence and duration based on engagement drop-off points
THE RESULTS
While multiple factors influence enrollment, long-term trends show meaningful improvement
72%
Increase in total applications over 6 years
Impact Beyond Metrics
The campaign has become a core recruitment system rather than a collection of one-off messages.
This project reinforced that sustained performance comes from continuously refining structure, message relevance, and timing, rather than relying on static “best practices.”
KEY TAKEAWAY