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Customer Lifecycle Marketing in Online Learning
As technology continues to reshape the way individuals acquire knowledge, online learning businesses find themselves navigating a dynamic and competitive environment. Customer lifecycle marketing provides a strategic framework for understanding and engaging with learners at every stage of their learning journey, from initial awareness to post-enrolment support.
In June 2023, we spoke to Francesca Nuvola, Chief Marketing Officer, ABA English, one of the leading digital academies in English learning. In this article, she talks about ABA English’s goal of having its learners active and engaged with the course and how ABA English manages the learner lifecycle to drive engagement.
ABA English’s Customer Lifecycle Marketing Strategy
ABA English’s customer lifecycle marketing strategy is meticulously crafted to ensure a positive and enriching journey for each student. Francesca explained that their primary objective is to ensure that students remain actively involved and engaged with the courses and methodologies offered. Their ultimate aim is for students to proficiently speak, comprehend, and write in Shakespearean idiom. This mission centres around cultivating a high level of study engagement among students, with a commitment to keeping them content and invested in the learning experience.
Francesca said that – At ABA English, our customer lifecycle marketing isn’t just a process; it’s a personalised, dynamic, and empowering journey that aligns with the aspirations of every individual committed to mastering the English language. We believe in combining the efficiency of automation with the warmth of human connection in customer lifecycle marketing.
Here is how ABA English drives learner engagement with customer lifecycle marketing:
Onboarding and Welcome
To begin with, automated onboarding processes guide the students seamlessly from the start. Within seven days, a personalised welcome message is sent, making the communication feel personal and human. A dedicated team member extends a warm welcome, offering assistance and addressing any queries or doubts. This way, ABA English crafts a personalised and comprehensive welcome email series, providing new learners with clear guidance on navigating the platform, accessing resources, and setting initial learning goals.
Engagement and Routine Building
Post-welcome, the focus shifts to engaging students and fostering a consistent learning routine. Weekly plans, delivered through Braze in the app, facilitate structured learning with different flows and goals. Tailored content, API-regulated data, and useful knowledge are shared to maintain interest and momentum. They have also introduced a new promo flow in the app (still in AB testing). Different in-app messages are used in specific aha moments such as after onboarding, or finishing watching a grammar video. With this, %FT Activation increased by 52% vs control. By implementing a diverse range of interactive activities, ABA English fosters regular engagement, helping learners establish a consistent learning routine.
Progression Through Levels
With six proficiency levels, ABA English’s aim is to guide students from beginner to business level. Individualised plans and communication strategies encourage students to progress through each level. Emphasis is placed on the long-term commitment needed to achieve excellence, fostering a journey that spans a year. Targeted content recommendations and milestone celebrations to motivate learners as they progress through different levels, ensure a sense of accomplishment at each stage.
Encouraging Completion of All Levels
Given that 70% of its students between levels A1 and A2 start as beginners, ABA English encourages a systematic progression through all six levels. Targeted campaigns featuring advanced content incentivise learners to complete all levels and maximize their learning experience. Recognising diverse commitments, ABA English also provides flexibility for completion within a feasible timeframe. CRM tools like Braze capture comprehensive feedback, allowing the addressing of specific challenges and concerns.
Continuous Feedback Loop
ABA English’s commitment to improvement is fuelled by continuous feedback loops integrated into marketing automation. It places a strong emphasis on direct feedback, actively seeking continuous input after each activity and live class to enhance the overall educational journey. Via emails and platform interactions, students are encouraged to provide feedback on their experiences. Feedback is treated as invaluable information, shaping the enhancement of the entire learning journey. Additionally, they employ Net Promoter Scores (NPS) and surveys as tools to gauge satisfaction and gather valuable insights for further improvements.
Learning for Life
ABA English’s vision extends beyond immediate goals, focusing on a lifetime of learning across all proficiency levels. This is rooted in their strong and solid teaching methods with proven effectiveness in imparting holistic learning and ensuring that each student gains a full command of the English language for life. Encouraging students to pursue all levels ensures a thorough and comprehensive grasp of the English language. They create a personalised learning path for each learner, suggesting relevant courses and promoting continuous learning through periodic communications. They recognise that the journey may vary, but their commitment remains unwavering – to support and guide each student to success.
About ABA English
ABA English is the leading Digital Academy in English learning, pioneering the Human Digital Learning approach. It is headquartered in Barcelona and its talented team comprises professionals from several countries.
Established in 2012, ABA English, in its digital version, has grown to become a global leader in English language education, boasting over 35 million students worldwide. With a focus on key markets such as LATAM, the USA, and the Southern EU, the platform offers a unique methodology rooted in the ‘Natural Method,’ conceived in 1975 by Chairman Severo Figarola. This unique approach forms the basis of an interactive learning experience, seamlessly combining video lessons, personalised exercises, and live classes facilitated by qualified teachers.
Recognised for its excellence, the platform received the Reimagine Award for the Best Educational App in both 2015 and 2019. A testament to its commitment to real-time interaction, ABA English has conducted 4,000 live classes since January 2023, with over 85,000 attendees, achieving a notable Live Classes Score of 4.7, based on data aggregated until June 2023.
Francesca’s Career Journey
Francesca is an experienced marketing professional with a diverse background. With 10+ years of experience, she has been an integral part of various tech companies, specialising in the EdTech and job search sectors, working on the SaaS and marketplace environments.
Her career journey began at Emagister in 2008, where she started as a Project Manager for the Italian market. Her trajectory took a significant turn after completing a Master’s in Search Engines and Analytics, leading her to take on the role of an SEO Manager. Over the years, Francesca diversified her expertise, embracing roles and responsibilities across different business models, including B2C and B2B.
Francesca’s professional journey has been marked by her versatility and continuous pursuit of knowledge. Her multifaceted roles have included areas such as Marketing, Growth Product Management, Product Marketing, Performance, Demand Generation, Marketing Automation, Branding, ATL Media Management, Content & Social Media, Data Analytics, and Financial Marketing Management. This diverse skill set has culminated in her current position at ABA English where she leads and strategises the business’s marketing initiatives.
Beyond her professional accomplishments, Francesca nurtures a deep passion for astronomy, a love for travel, and a keen interest in indie movies.
Final Thoughts
Francesca emphasised that there is no official recipe for growth that can be applied to all industries, but there are some key points that are worth taking into account for a marketing and growth strategy.
Listen to your users/ customers: Continuous feedback is key, and the insights gained should be diligently applied to enhance the overall user experience.
Nurture a positive online reputation and brand equity: Clear communication across all touchpoints in the marketing funnel is essential for building and maintaining trust.
Be data-driven, but for real! Run A/B testing: To gather tangible insights, it is always necessary to launch A/B testing. Impactful testing, even on a smaller scale, is vital for robust and sustainable growth.
Love your team: Build a solid and happy team with clear objectives, a shared vision, and a mission for long-term success.
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