Global IT Training Provider Increases Email Click Rates by 57% With Personalize

57%

Higher click rates

13%

Higher average open rate

Months of consistent improvements

If you sell more than a handful of products, understanding what products and services to promote to your audience is a difficult code to crack.

As the world’s largest IT training provider, New Horizons faced this exact issue. The global company sells hundreds of training courses across dozens of training categories, from Microsoft and Cisco to project management and cybersecurity. The company struggled to hit its audience with the most relevant message at the right time.

Many New Horizons customers take multiple types of courses at different times throughout the year, so keeping up with what they need today versus what they needed last month is difficult, even for sales reps with frequent touches.

Some contacts had been in the same email list for months or years, so email engagement rates were stagnant.

We experimented with dynamic content based on Personalize top interests (rather than stale form or web visit history data) to help improve engagement. The result? We increased email click rates by 57%.

Here’s how we did it.

Project Overview

To improve the relevance of emails, we performed an A/B test on New Horizons’ newsletter list using Personalize.

Step 1: Define User Interest Groups

New Horizons sells IT training, so we defined interests as training categories, such as Cisco, Microsoft, cybersecurity and leadership training.

Step 2 - Test the Same Content Across Two Lists

We sent the same email to two different lists:

GENERAL NEWSLETTER LIST:

Contacts who expressed interest in the technology at some point by filling out a form, enrolling in a class, etc.
MOST INTERESTED LIST:

Contacts who were most interested in the technology at that given time, based on data gathered from the Personalize algorithm.