Casa do Saber
Since 2020, ActiveCampaign has been getting to know stories of clients who have found new formats of action during the...
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Since 2020, ActiveCampaign has been getting to know stories of clients who have found new formats of action during the pandemic. And Casa do Saber is one of them. Created more than 17 years ago, as an environment of debates and dissemination of knowledge, Casa do Saber had its in-person activities interrupted by COVID-19.
The space has always had the proposal to offer short courses, with academic rigor, in the area of human sciences, taught by teachers with recognition throughout the country. In this new phase, the whole team set out to go through digital transformation. With this commitment, the strategy worked so well that today Casa do Saber is 100% online.
This change allowed them to reach more people, anywhere in Brazil and the world.
New business management formats
A new reality requires new management formats. At that time, Casa do Saber had three main challenges:
- Re-imagining the practices of physical space for digital
- Understand the profile of people who started in the online mode
- Tailor the content of email rules to the audience interest
Previously, the courses reached between 20 and 30 people, from a specific niche in São Paulo, with similar profiles. Today, with the entire online dissemination structure, there are courses with more than 1000 enrollments, with a very heterogeneous and diverse audience.
Still in the process of better understanding who these new people are, Casa do Saber already has much valuable information about its customer base, especially in terms of behavior.
With the strategy of launching one course per week, Malu Marcolan (Digital Analytics and BI Analyst) and Luiza Geiling (CRM Analyst) rely on ActiveCampaign’s tagging capabilities to map the journey of the people who consume this content.
Thus, the tags are applied according to the kind of course that was consumed, considering the subject, interests, and even teachers.
Luiza comments that “ActiveCampaign tags help you understand the interests of the customer base. This allows us to make campaigns better targeted and segmented.” The proof of this is the opening rates which often exceed 60%.
Getting to know the audience
Another strategy used was the adoption of the research form, also as a way to map the audience’s interests. Based on their responses, people receive a tag and are included in automation with related content.
Malu emphasizes that “the use of the ActiveCampaign form brings insights to campaigns and also indicates to the team what was recognized in this market survey. So we have enough information to launch more and more products to the public.”
With digitalization, Casa do Saber understands that it can be more accessible to the public. Therefore, in addition to the academic rigor and seriousness of the contents made available, democratization and access to quality education are also part of the mission.
The beginning of digital transformation was a time of greT learning. They had several commercial communications, but there was a gap regarding the content that the contact base was interested in.
As soon as they realized this, they added relevant materials to the CRM email rule. This has resulted in the impressive opening rates we have already cited. Luiza considers that “the public knows that they will open the email and come across something of value, not just an advertisement. This encourages a movement of empathy, by putting yourself in the customer’s shoes, understanding what these people expect.”
For Casa do Saber, ActiveCampaign helps a lot in implementing effective, segmented communication that makes sense to people. Luiza and Malu consider that the institution would not fit into a mass strategy. And that’s one of the gains they make with the platform. “ActiveCampaign allows us to do custom campaigns. This makes the strategies more specific and also efficient.”
Features that drove digital transformation
The possibility of integrations is a differential for Casa do Saber. They started using Eduzz, an online course sales platform, which indicated ActiveCampaign at this time of digital transformation. “Due to the ease of direct connection with Eduzz, we could automate the entire post-market process. Once the lead purchases a product from Eduzz, he/she automatically receives communications from ActiveCampaign. It starts with the welcome sequence, through the engagement until the course begins and the reminders at the day of the class”, says Luiza.
In addition to integrations, segmentation also make a difference in the flow. When using tags for engaged, disengaged, and inactive contacts, lists are recycled dynamically. This means that as the interaction happens (or not), people are added or removed from the lists automatically.
Based on this same principle, users also receive tags related to the course and teachers, as well as abandoned cart and unpaid invoices. And also, custom field tags are also used, making customization even more specific. All these behaviors are mapped so that communications are assertive and effective.
Another important issue is that this mapping also allows for a high level of customization. This helps with content selection, creating split tests, and even design options available for emails.
About automations, the welcome sequence and the abandoned cart sequence have great prominence. Casa do Saber considers that the more personalized and more possibilities of travel, the better.
Luiza and Malu highlight that “there were course sales campaigns in which we scheduled the first submissions and everything else happened by ActiveCampaign automations, using conditionals. Considering whether the email was opened or not and which email was opened or not. We were able to carry out practically an entire campaign for automation, starting from the first contact with the customer.”
Before and after ActiveCampaign
Casa do Saber evaluates that they had greatly evolved its strategy since they started with the platform so far. In addition to organizing their entire online structure, they realize that they send more assertive messages because they already know the public better and also know how to engage the base.
“This is visible when we send a communication through ActiveCampaign, aligned with the interests of users. We have a boom in registrations because the base is already engaged”, mentions Luiza.
From now on, Casa do Saber’s focus is on investing even more in the user experience to improve strategies and improve click-through rates. For them, understanding the Buyer’s Journey is essential to leveraging rates and achieving business objectives.
The history of Casa do Saber is already a success and the next can be yours. How about taking a free ActiveCampaign trial and optimizing your business’s marketing and sales strategies? We’ll love helping your company grow too!
