About Great Learning
Great Learning is a global leader in professional learning and higher education, offering hands-on, industry-relevant learning experiences across various business, technology, and interdisciplinary domains. These programs are offered in collaboration with top-tier academic institutions like MIT, Johns Hopkins, and IITs.
With a community of over 13 million learners spanning more than 170 countries, Great Learning equips professionals with high-demand skills in areas such as AI, Data Science, and Cybersecurity, driving the digital economy.
Summary
- Problem: Great Learning faced funnel leakage, fragmented data for customer automation, and inefficiencies due to manual campaign execution and lack of real-time personalization.
- Solution: WebEngage enabled personalized, multi-channel journeys across email, WhatsApp, RCS/SMS, and app push notifications, with advanced segmentation and real-time triggers.
- Result: Achieved zero additional cost overhead, 100%+ reactivation of dormant users, and 3X increase in engagement, all without additional ad spend.
The Problem at a Glance
Objectives
- Streamline Learner Journey: Simplify all touchpoints, from initial discovery to post-enrollment, to improve the overall learner experience.
- Boost Conversions through Personalization: Deliver real-time, personalized communication to reduce lead drop-offs and increase conversions.
- Create a Unified Customer View: Integrate data across all channels for a cohesive, in-depth understanding of user behavior.
- Increase Marketing Independence: Reduce reliance on third-party vendors for targeting, segmentation, and lifecycle management.
- Scale Efficiently: Expand their reach while maintaining high levels of personalization and operational efficiency.
- Automate Lead Qualification: Use automated, contextual journeys to identify and nurture the most promising leads.
Challenges
- Fragmented data leading to inefficiencies
- Manual execution of campaigns reducing scalability
- Lack of real-time, personalized engagement opportunities
- Inability to tailor content to user personas
How WebEngage Powered Great Learning’s Transformation
WebEngage played a crucial role in helping Great Learning overcome its challenges. Here’s how WebEngage helped them optimize their marketing and CRM efforts:
#1 – Omnichannel Personalization at Scale
WebEngage enabled Great Learning to build and deploy personalized campaigns across email, WhatsApp, RCS/SMS, app push notifications, and on-site messages. The key was using Journey Designer to create personalized journeys tailored to each user’s stage in the learner funnel.
- Email: Early engagement through personalized carousels, AMP scratch cards, and annotations.
- WhatsApp: Mid-funnel nudges with dynamic tokens (e.g., {{user.first_name}}, city), and personalized CTAs.
- RCS/SMS: Final push for conversion with rich visuals and reminders for users who hadn’t responded to earlier touchpoints.
- App Push: Captured real-time intent from users actively browsing and pushed them toward course registration and webinar sign-ups.
#2 – Behavioral Segmentation and Dynamic Content
Advanced Segmentation enabled Great Learning to group learners based on their behaviors (e.g., course views, incomplete forms, and past engagement) and deliver personalized messages that resonated with their current needs.
Example: Learners with specific job titles (e.g., finance professionals) saw tailored content that highlighted relevant programs such as AI for Finance, while freshers in IT received content focused on introductory courses like Data Science for Beginners.
#3 – Automated Lead Qualification with Smart Journeys
WebEngage helped automate the lead qualification process using real-time triggers and smart, contextual journeys. This allowed Great Learning to identify high-intent learners and nudge them with the right content at the right time without manual intervention.
- Lifecycle Journeys: Automatically re-engaged dormant users with sequenced channel flows and targeted nudges, ensuring no lead was left behind.
- Event-Based Triggers: Sent personalized messages when learners viewed courses but didn’t enroll or when they dropped off after starting a form.
#4 – Real-Time Engagement with Automated Webinars
For a marquee webinar campaign, Great Learning activated a seamless, real-time journey that engaged users at every stage:
- Email: Gamification and AMP carousels to drive registrations.
- App & Onsite Push: Nudged users based on their session time and behavior score.
- WhatsApp: Delivered value propositions and CTA carousels.
- RCS/SMS: Sent time-sensitive reminders and updates.
This coordinated approach enabled Great Learning to reach a broader audience, reduce friction, and secure more registrations without incurring additional paid advertising costs.
The Impact: Dramatic Improvements Across the Board
- Higher Open Rates | Personalized email campaigns showed significant improvement in engagement metrics.
- Increase in Engagement | Through multi-touchpoint, personalized campaigns across email, WhatsApp, and app push channels.
- Reactivation of Dormant Users | Through lifecycle journeys and sequenced channel flows, Great Learning successfully brought dormant users back into the funnel.
- Improved Lead-to-Enrollment (L2E) Ratios | Increased conversions through more targeted messaging and upselling strategies.
- Zero Additional Cost Overhead | Automated program recommendations and testimonials allowed Great Learning to scale personalization without extra costs.
- Significant Drop in Unsubscribe Rates | Tailored communication improved relevance and significantly reduced unsubscribes.
- Shorter Sales Cycles | Contextual CRM flows helped users understand the program value earlier, shortening the sales cycle and increasing lead quality.
Key Features Used
- Journey Designer: Orchestrated personalized multi-channel campaigns.
- Advanced Segmentation: Real-time targeting based on user actions and personas.
- Email Campaigns: Onboarding, reminders, upselling, and transactional messaging.
- WhatsApp Automation: Timely reminders and engagement during high-intent phases.
- RCS/SMS: Last-mile conversion nudges.
- Web Push Notifications: Re-engagement of drop-off users.
- Event-Based Triggers: Automated responses based on learner actions.
Why Did Great Learning Pick WebEngage?
Great Learning selected WebEngage for its ability to deliver personalized, scalable, and coordinated lead engagement. WebEngage provided the platform needed to reduce manual effort, improve engagement, and scale their lead nurturing processes without compromising on personalization.
The Problem WebEngage Solves: WebEngage addressed Great Learning’s challenges with fragmented data, inefficient manual workflows, and lack of real-time, personalized communication.
