CASE STUDY – UNIVERSITAT BARCELONA
How the University of Barcelona Automated Communication with 100,000 People
The institution maintains contact with students, faculty, administrative staff, alumni, and the media through automated email marketing from E-goi.
About the company
Since 1450, the year of its founding, the University of Barcelona has been a benchmark in global education and innovation rankings. The public institution, located in the region of Catalonia, has the largest course offering in Spain and is the national leader in research. With a presence worldwide, it maintains contact with nearly 100,000 people.
The challenge
Due to its large community, with different interests and needs, the University of Barcelona’s main objective was to be able to send email campaigns quickly to thousands of people, with segmentation and personalization. Automation would be a major differentiator, to reduce the manual work of the team.
Another objective was to use a platform that was intuitive, with easy access to results analysis, to track the community’s engagement with the sent communications. However, the institution also needed to find a supplier that would meet its needs and stay within budget limits, with a good cost-benefit margin.
The Solution
The University of Barcelona began sending communications from the E-goi platform in 2016, to a community of nearly 100,000 people, including students, faculty, administrative staff, alumni, and the media.
Email Marketing Automation
Autonomous Team and Optimized Processes
Saving time and increasing efficiency are the main drivers in the execution of the project. Marketing automation can reduce the time spent on repetitive tasks by up to 80% and increase productivity by approximately 14.5%.
In this scenario, the University of Barcelona automated the sending of emails, as the main channel of communication with its community, mainly internal. Thus, the teams responsible for sending can focus on strategic activities, with the assurance that messages will be sent according to the planning.
The University sends communications such as:
- Newsletter for students;
- Newsletter for professors and researchers;
- Newsletter for administrative and service staff;
- Newsletter for alumni;
- Campaigns about offers, contests, etc;
- Press releases for the media.
Segmentation and Personalization
Effective Communication
With such a diverse audience, it was necessary to create and personalize segments to ensure that the correct communication was sent according to each person’s interest. The E-goi platform allows you to capture contacts and group them in the same list, or in separate lists, and also to create segments for specific sendings. This way, it is possible to select the people who should receive each type of communication and automate the entire process.
With the intuitive editor and ready-to-use templates, it’s possible to include elements such as images, videos, countdowns, and send professional and personalized emails in just a few minutes.
Advanced Reports
Real-Time Results
Another functionality available in the E-goi ecosystem and used by the University of Barcelona is advanced reporting. With just a few clicks, it’s possible to monitor the performance of campaigns in real time, with open rates, clicks, bounces, behavioral data, and other information.
In the case of the institution, from the opening of emails it is possible to identify which devices (desktop/mobile) are most used in the openings; perform geographic analysis and verify in which part of the world are the people who opened the newsletter; if there was a click or not on the main button; and other data that serve as insight to improve the efficiency of the next communications.
Dedicated Account Manager
Close and Personalized Support
All E-goi customers with personalized plans have the right to a dedicated account manager. The professional, specializing in digital marketing, offers close support in the use of the platform and its functionalities, with strategic support, to ensure that all customer needs are solved effectively.
“Since we started using E-goi regularly and systematically, we have improved communication with our university community, with attractive newsletters and easy and intuitive data analysis.”
Maria Rosa Bayà – Communication Technician at the University of Barcelona
Results Achieved
- Automated communication with over 100,000 people;
- Personalization of messages according to the interest of each audience;
- Advanced reports to track campaign performance;
- Reduction of time invested in manual activities;
- Sending of campaigns in intuitive and customizable templates;
- Close support with a dedicated E-goi specialist.
