CLIENT SOUTH UNIVERSITY
How Targeted Email Automation Scaled Student Engagement Across 11 Campuses and Online Programs
OVERVIEW
South University is a regionally accredited institution offering online and on-campus programs across healthcare, business, psychology, and more. They partnered with OpenMoves to improve how they engage prospective and current students through targeted email campaigns. Their existing approach lacked the automation, segmentation, and lifecycle strategy needed to drive meaningful results. After implementing over 600 tailored campaigns, the university saw a dramatic boost in engagement and exceeded performance benchmarks across all divisions.
5.2M
Emails sent YTD across campaigns
600
Automated campaigns launched
22.6%
Unique open rate among student emails
10x
Growth in engagement with personalized content
THE CHALLENGE
South University needed a comprehensive email marketing program that could scale across its online and in-person campuses while addressing the unique needs of diverse audiences—including high schoolers, working professionals, current students, and alumni. Their previous efforts lacked the segmentation, automation, and behavioral targeting needed to engage each group meaningfully.
Our first priority was to build a lifecycle-based strategy that aligned messaging with the different stages of the student journey—from inquiry to enrollment and beyond. This included developing a series of automated campaigns to guide prospects through application processes, support current students in program progression, and keep alumni engaged post-graduation.
We also conducted a deep analysis of their data and compliance needs to ensure communications reflected program updates and accreditation standards across all 11 locations and the online division. Using advanced segmentation and automation tools, we helped South University improve engagement and streamline internal execution while maintaining strict brand and regulatory consistency.
Primary Goals
Build a comprehensive email marketing strategy to support full student lifecycle
Launch segmented, automated campaigns that increase engagement and conversions
Personalize messaging for diverse audiences: prospects, students, and alumni
Ensure full compliance and accuracy across all programs and campuses
Improve operational efficiency with automation and dual-account messaging systems
Bringing the Email Strategy to Life
A strong strategy is only as effective as its execution. For South University, that meant transforming a complex, segmented plan into clear, compelling emails that connect with diverse student audiences. From personalized automations to compliance-conscious messaging, these examples show how design, content, and timing came together to support engagement across every stage of the student journey.
The Solution
Powering Enrollment with Personalized Automation and Lifecycle Email Strategy
To improve student engagement and drive conversions across diverse audiences, South University partnered with OpenMoves to launch a data-driven email marketing program tailored to each stage of the student journey. From prospective high schoolers to adult learners and alumni, we built a scalable system of over 600 automated campaigns fueled by behavioral triggers, compliant content, and dynamic segmentation—that delivered the right message at the right time.
Behavioral Automation Aligned to the Student Journey
We implemented over 600 automated campaigns tailored to distinct student segments, including high school prospects, adult learners, current students, and alumni. These campaigns were triggered by behaviors such as application starts, program inquiries, and degree progress, ensuring that every recipient received timely, relevant content to guide them through the next step in their journey.
Dual-Channel Deployment Strategy
To differentiate messaging for on-campus and online audiences, we developed a dual-account sending structure. This allowed us to deliver customized content and calls-to-action for each group, while maintaining brand consistency and compliance. Prospective students received nurturing flows aligned with their academic interests and preferred learning format—whether virtual or in-person.
Seamless Integration of Institutional Messaging
In addition to recruitment communications, OpenMoves supported South University’s internal teams by embedding key institutional messages—such as Career Services events, enrollment deadlines, and student success stories—into ongoing campaigns. This ensured that every email touchpoint served both marketing and operational goals, increasing relevance and engagement across the board.
Scalable Compliance and Content Governance
With 11 campuses and a large online division, messaging had to remain accurate, up-to-date, and compliant. We built systems to streamline approvals, ensure ADA and accreditation compliance, and align messaging with the latest program updates. This allowed the university’s internal team to focus on strategy, while OpenMoves handled deployment with precision.
OPENMOVES ANALYST
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What makes South University’s strategy stand out is their commitment to lifecycle-based messaging. By mapping content to where each student is in their journey—and adjusting for online vs. in-person programs—we’re seeing real gains in engagement and conversion.
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