Email Marketing in Online Education: How to Sell Without Selling

Client

NDA – Industry: Online Education

Objective

To shift editorial policy from sales-driven content to valuable, informative content. The goal was to reduce unsubscribe rates, increase Open Rate and Click Through the Open Rate (CTOR), and ultimately boost sales.
   

Campaign Overview   

The email marketing team at Devino Telecom collaborated with the client to develop new content directions and formats for email campaigns. Instead of focusing on promoting new courses and selling existing programs, the emails now provide valuable content related to employment, career growth, and soft skills development.

Creating a Visual Identity
To align with the new strategy, Devino Telecom’s team worked with the client’s marketing department to design new email templates. These featured a text-focused design, soft color schemes, and mobile-friendly typography for an improved reading experience.
 
Email Campaign Optimisation
The email frequency was cut in half—instead of receiving four promotional emails per week, users now get a maximum of eight emails per month.
 

Results

After three months of testing the new editorial approach, Devino Telecom successfully improved all key metrics: 

• Unsubscribe rate decreased by 8%
• Open Rate increased by 11%
• CTOR grew by 6%
• Each campaign generated an average of 5 more sales
• This strategy proved that valuable content-driven email marketing can enhance engagement while driving higher conversions.