Recruitment Email Campaign

Thomas Jefferson School of Law (TJSL) is a private, non-profit law school located in San Diego, CA. In addition to the Juris Doctor (J.D.) degree for students wishing to take the California Bar Exam, TJSL offers a Masters of Science of Law (M.S.L) for those without a law degree, a Masters of Law (L.L.M) for those with a law degree, and a Doctor of Juridical Science (J.S.D). 

TJSL was previously using a recruiting company to enroll students for their online graduate program, that would take a 40% commission on the student’s entire tuition. If the student stopped taking courses at TJSL for a year or more, any subsequent enrollment will not be charged the 40% commission.

Keeping this in mind, we went through the files of students that had stopped attending courses,  and put in the CRM when each student would reach the one-year mark. If they had been gone for more than a year, an email was sent that invited them to return to TJSL with a 30% discount (aka a “scholarship”) so that they could finish their degree. This email campaign led to a 40% increase in student enrollment for the next four quarters. 

An example of an email campaign that was sent to previous students

After the first run of this campaign, an automation process was put into place that emailed any remaining students that were recruited using the private company when they reached this one-year benchmark.