Top use cases for Marketing Automation in Education and Online Learning

The world is moving online at an increasingly rapid rate.

Businesses, schools, universities, and institutions are quickly adapting to challenges in face-to-face learning. Meaning the education and online learning industry is facing a boom like no other.

Marketing automation is key in helping these businesses keep up with the competition.

But for many, knowing where to start is the most difficult step.

Read on to learn some of the automation use cases from our clients within the education and online learning industry.

You may just find yourself inspired.

Boosting engagement rates at all stages of the student lifecycle


Whether they are aiming to increase conversions, keep current students engaged, or re-engage those who have completed courses. Engagement levels are critical to businesses in this industry.

But keeping students engaged with their learning is a challenge.

Life gets in the way, interest levels change, and communications get missed.

All of which raises significant challenges in offering a seamless customer journey.


With such varying requirements in the education and online learning industry, it’s essential that every communication sent is relevant, tailored, and personalised to maintain engagement.

And the key to this is automation.

With access to the right data, businesses can automate the right message. At the right time. Via the right channel. To the right student.

Once you have automations set up, the options for engagement are vast. Including optimised send times, simple personalisation, dynamic content, and multichannel approaches.

Image Source – Really Good Emails

Sending personalised communications despite multiple variables


The education and online learning industry has to deal with a lot of variables.

Subjects, courses, demographics, term times, and learning stages.

Meaning that businesses in this industry often have to create a communications strategy for every single course.

Failure to do so can result in reduced engagement, student dropouts, and a declining reputation.


Proper segmentation and personalisation tactics are essential to producing communications that are personalised to different variables.

With the use of automation tools, businesses can offer simple personalisation based on demographics, such as first name or location. All the way through to advanced, highly relevant course and content recommendations.

And what’s even better, with automation capabilities, these advanced tactics are a breeze.

Once set up, marketers barely have to lift a finger. They simply let technology do the hard work for them.

Image Source – Really Good Emails

Staying ahead in a competitive industry


For businesses who are not familiar with technology, or struggle to implement it, competition is quickly becoming a challenge.

But the longer businesses take to catch up. The more advanced their competitors will become with their communication techniques.

With the industry showing no signs of slowing down, businesses are feeling the pressure to act now. Or be left behind.


Businesses in this industry have to cut through noise to engage with students.

Targeting, engagement, cost reduction, and resource management is key to achieving this.

Businesses shouldn’t be held back by manual, time consuming tasks. They need to spend time focusing on strategy. Understanding their audience. And building their business.

Automation is essential to freeing up businesses’ time. Giving them the space to achieve all of the above.

Investing in the most appropriate technology to improve processes


With all of this talk of data and automation, it’s easy for businesses to become overwhelmed with the tech options available to them.

The alternative is being left behind in the wake of digital-savvy competitors and ever-increasing EdTech startups.

But a rush to invest in tech can result in wasteful purchases. Which consumes even more time, resource, and money. And produce little results.


Implementing new technology can initially be complex.

So businesses need to look out for solutions that offer as much capability as possible. All whilst providing great implementation, support, and account management. This will help them get the most out of the system from the very start.

The benefit of automation technology is that it offers a wide variety of marketing capabilities. All under one roof. This helps to avoid the complications of integrating multiple systems and disparate data points.

Lastly, businesses should look for a solution that focuses on the customer. Good tech should always aim to improve their customers’ results.

Both short and long term.

Do you work within the education and online learning industry?

If you’re a business in this industry and are dealing with overwhelm, looking to increase engagement with your students, or simply want to keep up with the competition. We can help.

Get in touch for a no obligation chat with one of our friendly experts.


Meet the author

Komal Helyer

VP Marketing