Persona-based email automation. Persona: high school senior graduating in 2022, interested in a degree in cinema, has clicked on a paid ad from social media or from search and requested more information.

The CTA for this email is to download a PDF of the degree program guide. This is the first email of a series of 12 that are sent in the 6 weeks after a student requests more information about a degree program. This nurture workflow is designed to convert a new lead into an applicant by providing valuable information about the degree program, the culture of the college, the unique differentiators of the college, and to built engagement.

A similar first email sent to new leads that have already graduated from college featured slightly different messaging specific to their circumstances with similar results.