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How Saleswhale helped InterActive Pro increase its student intake by up to 10% every semester

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    60-70%

    Average Email Open Rate

    10-20%

    Converted Opportunities

    5-10%

    Growth per Semester

60-70%

Average Email Open Rate

10-20%

Converted Opportunities

5-10%

Growth per Semester

Company

InterActive Pro is an online education partner that belongs to the Global University Systems (GUS) family.

It supports 150,000 students at business schools and universities worldwide. Its services include: programme design and digitization, marketing and recruitment, and online programme delivery.

www.interactivepro.org.uk

Industry

Education

Headquarters

London

The Customer

InterActive Pro is an online education partner that belongs to the Global University Systems (GUS) family.

 

It supports 150,000 students at business schools and universities worldwide. Its services include: programme design and digitization, marketing and recruitment, and online programme delivery.

The Challenge

Up to 30% of enquiries don’t respond to education advisers


Thanks to its worldwide presence, InterActive Pro receives thousands of online study enquiries from various sources. Bojan and his team of education advisers track the outcomes of these enquiries closely.

One of their key metrics is reach rate. This is the number of enquiries that education advisers successfully contact within certain time frames. The team also tracks the number of enquiries that are not reached at all.

Bojan realized that about 20 to 30% of the enquiries that entered InterActive Pro’s recruitment funnel were unresponsive:

 

“They submit study programme enquiries but don’t reply to our education advisers’ calls or emails. The team already has a full workload, so they can’t keep following up with unresponsive prospects. Still, I want to bring as many of them back into my recruitment funnel as possible.”

A colleague recommended Bojan to try Salewhale. Bojan had always been interested in AI and was intrigued by Saleswhale’s AI sales assistants. He contacted some of Saleswhale’s customers to learn more about their experiences.

In April 2019, InterActive Pro signed on with Saleswhale.

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The emails sent by our AI sales assistants get open rates of 60 to 75%. In contrast, emails delivered by marketing automation get open rates of between 30 to 50%. These emails tend to contain things like images and videos, so they are more likely to get marked as promotions or spam. But our AI sales assistants’ emails don’t end up like that.

Bojan Manevski Head of Global Student Recruitment

The Solution

Use AI to scale email engagements

For a start, Bojan needed Saleswhale to improve his reach rate and recover as many unresponsive enquiries as possible.

Saleswhale worked with Bojan to customize and deploy an AI sales assistant. This AI sales assistant would have a name, designation, and a work email. Just like a regular education adviser.

 

The AI sales assistant started thousands of simultaneous email conversations with people who have not responded to education advisers for more than two weeks. It asked them if they were still interested in enrolling for courses. The AI sales assistant read the responses it got and responded accordingly. When someone expressed interest in learning more about InterActive Pro’s courses, the AI sales assistant routed them to a (human) education adviser. 4 to 5% of people contacted eventually went on to have meetings with education advisers.

Impressed, Bojan implemented Saleswhale across a wider scale. To do this, he had to get his education advisers on board. He recounted,

 

“It helped for the team to think of the AI sales assistants as new colleagues. These new colleagues would do the outreach and help education advisers set up appointments. Then it’s up to education advisers to follow up on these appointments in time.

 

Over time, our education advisers grew to appreciate the AI sales assistants. They like receiving ‘hot’ enquiries via email. When they open the emails, they can read the email exchange between the AI sales assistant and the person who submitted the study programme enquiry. This gives the education advisers context on what the person is interested in, before they
meet up.”

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The Results

Up to 10% increase in student intake per semester

In less than a year, Bojan saw improvements in various aspects of his recruitment campaigns. For example, email open rates have increased. He said,

 

"The emails sent by our AI sales assistants get open rates of 60 to 75%. In contrast, emails delivered by marketing automation get open rates of between 30 to 50%. These emails tend to contain things like images and videos, so they are more likely to get marked as promotions or spam. But our AI sales assistants’ emails don’t end up like that." 

 

Opportunities are people who have sent over the necessary application documents and want to proceed with enrollment. On average, 10 to 20% of these opportunities become confirmed enrollments.

To put it another way, InterActive Pro’s student intake each semester (there are two in a year) has grown. Bojan estimates that the student intake per semester has grown by 5 to 10%. He is thrilled with what he has achieved with Saleswhale

 

"We saw returns on our investment within a month. Saleswhale is the right choice for us."

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