Email Nurture Stream

Designed and mapped a full-funnel international student communications ecosystem that supported prospective students from first inquiry through application, confirmation, and pre-arrival preparation.

This strategy restructured fragmented recruitment communications into a staged lifecycle journey, guiding students through key decision points with clearer, more relevant messaging tailored to where they were in the enrolment process.

Key strategy phases included:
Lead nurture (awareness → consideration):
Built a five-part nurture journey that helped prospective students determine college fit, understand Fanshawe’s communities and regional opportunities, explore student supports, navigate the application process, and connect with authentic student voices through ambassador stories and data-informed proof points.

Re-engagement (inactive leads → renewed interest):
Developed a four-email re-engagement framework designed to address barriers to application, from uncertainty and financial concerns to future intake timing—using supportive, choice-driven pathways to re-engage or respectfully segment inactive leads.

Applicant nurture (offer → deposit → study permit):
Created a conversion-focused applicant sequence supporting students through deposit deadlines, LOA urgency, study permit preparation, and personalized support options—balancing clarity, urgency, and reassurance during a high-stakes decision phase.

Onboarding foundation (in progress):
Began building pre-arrival communications focused on employment, housing, mental wellness, and transition anxiety to better support international students before arrival, though this work was interrupted before full implementation.

Strategic impact:
This work helped lay the foundation for a more intentional lifecycle communications model, shifting from disconnected campaign tactics toward a student-centered nurture ecosystem built on segmentation, behavioural triggers, and conversion-focused UX writing. While I was only able to measure the campaign’s early performance, initial testing showed nurture open rates improving from legacy averages of approximately 46% to 53–69%, alongside exceptionally low unsubscribe rates—strong indicators that the strategy was moving in the right direction even before long-term results could fully unfold.