About Shaw Academy
Shaw Academy is a leading online education platform founded in 2012. The platform offers 100+ skill development courses to over 12 million students. Whether you are a full time professional, part-time worker, someone looking for a career change, or starting your own venture, Shaw Academy makes it easy to get real qualifications by empowering students all over the world.
Shaw Academy’s mission is to deliver great education and provide accessible, affordable learning to everyone.
Seeking the right marketing automation platform that meets Shaw Academy’s expectations
To meet the objective of providing a seamless and flexible learning experience to over 12 million students, the Product & Marketing teams at Shaw Academy decided to adopt WebEngage’s marketing automation platform to:
- Engage with the students timely and effectively
- Accelerate freemium to premium conversions
- Retain existing students
- Encourage the students to keep coming back to the platform
Goals
- Increase class attendance
- Accelerate free-to-paid course enrolments
- Retain the existing students
Challenges
- Contextually engaging with students at scale
- Mapping the students’ learning preferences with the communication
- Motivating the students by sending unique, personalized communication at scale
Solutions
1. Action-based, timely, and hyper-personalized communication
The teams at Shaw Academy consolidated all the student data from across various touchpoints and platforms (app and web). Once they had a unified view of each student, the team decided to adopt a multi-channel engagement approach using the WebEngage Journey Designer. After segmenting the students based on their type of membership (free or paid), Shaw Academy runs engagement campaigns across channels like Email, Web Push, and WhatsApp. These campaigns are hyper-personalized based on student attributes like Country, UTM parameters, and more, resulting in higher engagement.
2. Engagement based on students’ course progress
To convert free students into paid students, the WebEngage Customer Success team (CSM) introduced an easy 6-step process. The process involves creating a segment of high-intent students who are about to or have already completed their courses. And then, sending them the right communication, at the right time conveying the added and exclusive benefits of paid course enrolments.
3. Event-based automated student engagement
After analyzing the actions and events performed by the students on the Shaw Academy platform, the team at Shaw Academy decided to leverage WhatsApp as a channel of engagement to bring the inactive students back. The two-way communication capability on WhatsApp allows them to converse with their students – understand the students’ requirements and help them reschedule their classes as per their convenience.
Results
Shaw Academy has been able to successfully engage, convert, and retain its students by adopting a hyper-personalized and multi-channel approach using WebEngage. And it continues to deliver affordable, accessible learning to millions of students.
