How High Speed Training boosted email open rates by 50+%


How High Speed Training boosted email open rates by 50+% Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

Established in 2008, High Speed Training (HST) provides compliance and development training to keep people engaged in their chosen careers. By 2018, the organisation had supported over 1 million learners to gain their accredited certificates and it is now one of the UK’s leading online providers.

As well as having a 170-plus course catalogue, HST offers free content – covering subjects including food hygiene, safeguarding, health and safety and business – via our resource centre, The Hub. This was a huge focal point for its digital comms, driving people to a centralised point and keeping them on track and highly motivated.

Preparing ‘how to’ guides, helpful templates and downloadable collateral to complement study material, homing in on the importance of The Hub – and delivering marketing messaging encouraging learners to access the service – has helped us to attract approximately 500,000 visitors per month.

The problem:

With the growth of the education provider market, the company continues to expand to meet demand. It has new customers utilising HST services regularly, however, a strong focus has been on also nurturing existing customer relationships to ensure people stay on-track with their studies.

Having a sizable database of learners – and a large product offering – no two individuals require the same course information, therefore the business soon recognised a need to cater for their differing needs in real-time. And with email the preferred method of communication, people required tailored, digital content to maintain engagement and remain interested in their learning.

The solution:

HST was introduced to Force24 at the 2019 Marketing Technology Expo and – following these initial conversations – it was clear the organisation needed to hear more about the marketing automation platform and how it could help to nurture existing customers.

An impressive point throughout has been the direct access to the team, especially the organisation’s CEO, Adam Oldfield. He demonstrated the brand’s sophisticated marketing automation technology, providing the team with a personalised walkthrough which covered everything required.

Having spoken to other providers, Force24 was a standout partner because it wasn’t only a savvy tool with exceptional functionality, HST also loved how its pricing structure was tightly tied to email volume – which remains a critical, bottom line focus of ours because it’s our main source of customer engagement.

The result:

Since plugging in the Force24 platform, HST has rolled-out many successful campaigns. Its ‘welcome journeys’ proved to be incredibly popular having achieved:

  • A 60%-plus open rate – for both campaigns
  • 10-12% click through rates
  • Further product engagement from customers

To complement its continued business growth, it is vital that the team tailors and delivers relevant, dynamic content to its online learners.

Several automated journeys have been delivered to recipients – all of which have achieved a click through rate exceeding 10%. Opens and clicks remain higher than the industry average and they’re growing month-on-month too.

Some key results that speak for themselves include:

  • Targeting activity in September 2020 achieved 41% open and 8% click through rates
  • Gaining customer feedback – via a short survey – to further improve online course content

HST wants to integrate more of its data into the platform and deliver further dynamic content so the organisation can push our personalisation capabilities to the next level.

Shauna Mullins, marketing campaign manager, High Speed Training, said: “Via Force24’s commitment to training and support for life, the team has provided ongoing assistance when building smart email snippets and ‘on brand’ templates. The platform is so easy-to-use too, so we’ve quickly developed our colleagues’ expertise to confidently deliver tailored content that ‘sticks’.

“Landing pages and microsites have also been created which encourage strong calls to action and offer data capture capabilities so we can continue to speak personally to the most engaged learners.

“Force24 makes easy work of the end-to-end marketing automation process. We’re incredibly happy with the results we’ve achieved so far and we’re now providing content individuals want to consume – which is tailored to their of-the-moment learning needs. There are so many features to explore and utilise when engaging existing students – possibilities are endless!”

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