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Guild Education

Key Results

Within four and a half months, over 50 campaigns were seamlessly migrated to Iterable without any interruption in service for Guild’s members, all while they built a new data infrastructure.

Personalizing with Catalog resulted in a 3% uplift in application submissions and a 2x increase in click-to-open rate.

Send-time-optimization (STO) contributed to increased engagement across their survey campaigns, with Open Rates up by 2.25%, Click Rates by 0.7%, and Delivery Rates by 0.42% on average, just six weeks after activation.

Guild Education Doubles their CTOR with Iterable’s Catalog

Guild Education is committed to creating opportunities for America’s workforce through education, skill development, and career mobility. By collaborating with employers, Guild offers employees access to tuition-free learning programs, career development opportunities, and personalized coaching. With millions of members working towards their educational goals, Guild distinguishes itself by providing a comprehensive and supportive approach to workforce education. Payton Burger, the Senior Marketing Operations Manager at Guild, shared insights into how they use Iterable to enhance member experiences and achieve successful outcomes.

Decision to Switch

In early 2023, Guild’s leadership recognized that achieving their three-year engagement goals would require a major shift in how they connected with users. Their existing communications were siloed and inconsistent, with limited personalization. To address this, they set clear objectives: scaling their communications to double the current population size while also boosting conversion rates, specifically by increasing the number of members enrolling in and graduating from courses. To meet these goals, Guild prioritized investing in a centralized data infrastructure and a marketing automation platform to enable personalized communications without volume constraints. This strategic decision was designed to overcome the limitations of their previous system and enhance overall member engagement.

Overcoming Data and Personalization Challenges

Guild faced significant hurdles with their previous marketing automation platform, especially regarding data capabilities and personalization. The existing system had limitations that hindered their ability to tailor communications effectively for their large member base. 

“We chose Iterable because it offered the flexibility to build a data schema tailored to our personalization needs,” Payton explained. With millions of members aiming to achieve their educational goals, Guild needed a robust tool capable of handling extensive data points and providing actionable insights. This requirement for a more dynamic and responsive platform led them to switch to Iterable, enabling them to improve their personalized communication strategies and better support their members’ educational journeys.

Smooth Transition to Iterable

Guild’s move to Iterable was efficient, ensuring uninterrupted service for its members. “Within just four and a half months, we transitioned over 50 automated campaigns to Iterable without any downtown for our members. This achievement was particularly impressive given that we were simultaneously building an entirely new data infrastructure, receiving new data points week over week to enhance and expand our campaigns,” Payton noted. This swift and effective migration was crucial for maintaining the continuity of its educational support services. 

The ability to seamlessly transfer numerous campaigns without disruption highlights Iterable’s capacity to manage large-scale migrations while meeting tight deadlines. This smooth transition allowed Guild to hit the ground running with Iterable’s capabilities, paving the way for enhanced personalization and member engagement.

Responsive Support and Quick Issue Resolution

Throughout the migration and beyond, Guild has greatly benefited from Iterable’s attentive support team. “The Iterable support team is very responsive, answering our questions quickly via Slack and helping us navigate uncertainties,” Payton said. 

This level of support has been crucial in ensuring that Guild can swiftly address any issues and continue to provide seamless service to its members. The ability to receive prompt assistance has allowed Guild to maintain the integrity of their campaigns and focus on their mission of unlocking opportunities for America’s workforce through education.

Improved Personalization and Engagement

Since implementing Iterable, Guild has seen significant improvements in personalization and engagement. By using Iterable’s Catalog, Guild was able to incorporate customized details about educational programs.

For example, their Application Deadline Reminder campaign encourages members to apply for programs they have started an application for, but haven’t yet submitted, and the enhanced personalization has yielded tangible results. “We’ve seen a 3% uplift in application submissions driven by our Application Deadline Reminder campaign by pulling in program details from Catalog into a card that resembles what is in our Guild product,” Payton noted. Additionally, the campaign achieved a click-to-open rate more than double that of their previous platform (14% versus 6.6%).What’s more, Iterable’s Send Time Optimization (STO) has contributed to increased engagement across their survey campaigns, with Open Rates up by 2.25%, Click Rates by 0.7%, and Delivery Rates by 0.42% on average, just six weeks after activation. These enhancements underscore Iterable’s capability to drive better member engagement and support Guild’s mission of facilitating educational and career advancement opportunities.

The Key to Unlocking New User Experiences

Guild’s partnership with Iterable has not only addressed their initial challenges but also unlocked new opportunities for member engagement and personalization. As Guild continues to innovate and expand its offerings, Iterable remains a vital partner in their mission to provide personalized educational opportunities for millions of members. Looking ahead, Guild plans to elevate their communication strategies through Embedded Messaging, enabling the delivery of targeted, timely messages directly within their product. This approach will complement their existing email communications, ensuring that crucial messages reach the right members, at the right time, and on the right channel, further strengthening their connection with users.

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