High-Speed Training is a company that has been in business since 2008 and offers safety and career advancement training. Over a million trainees had received their recognized certifications from the organization by the end of 2018, and it has become one of the UK’s most popular online providers. HST’s Hubs and resource centers offer free content on several topics, including food safety, health and safety, Safeguarding, and business. It was a key focus of the company’s digital communications and directing customers to a single location where they could stay focused and inspired. In addition to the learning resources, we developed ‘how to’ instructions, useful templates, and downloadable content, focusing on the value of the Hub and providing advertising messages that encourage students to access the website, which has helped us attract 500,000 visitors every month.
The issue
The company is expanding to keep up with demand as the education provider industry grows. It has a constant stream of new customers using HST services, but the company has put a lot of effort into keeping current customers happy and on track in their education. Having a huge database of learners and a variety of products, the company realized that it had to respond to the needs of each student individually in real-time. This requires the use of personalized digital content to keep students engaged and motivated in their studies.
The Solution
After meeting Force24 at the 2019 Marketing Technology Expo, it was obvious that HST needed to learn more about how the marketing automation software could help in maintaining current customers. Overall, it has been remarkable to have direct contact with the staff, especially CEO Adam Oldfield. He took the team through the brand’s advanced marketing automation technology and gave them a customized tour that covered everything they needed to know about the technology. Because Force24’s price structure is linked directly to email traffic, which is our primary source of customer interaction, it was a perfect fit for HST as a long-term partner. This was especially important to HST because email is the primary source of consumer engagement for the company.
As a result of
HST has run several successful programs since adopting the Force24 platform. Extremely popular, on its ‘welcome travels’ achieved:
- For both projects, a 60% open rate and a15% click-through rate are required.
- A greater level of customer involvement with the product.
- It is important that the team design and supply current, relevant content for their learners to take part in its continuous company development.
Senders have received many automated trips, with a click-through rate of above 10% on each one. These metrics continuously outperform their sector rivals, as well as rise every month.
The following are examples of outcomes that speak for themselves:
- A targeted campaign that started in September 2020 had open rates of 41% and click-through rates of 8% for that month.
- Online course content could be increased by obtaining user input through a brief overview.
- HST wishes to expand the platform’s data integration and variable content delivery features to boost the organization’s personalization abilities.
One of High-Speed Training’s Marketing Executives said, ‘Via Force24’s dedication to lifelong learning, the team has offered continuing help when producing smart email snippets and on-brand templates. So, we have immediately grown our teammates’ experience in the platform to safely offer customized information that sticks. “We have also designed landing pages and websites with powerful calls to action and large storage so that we could continue to speak directly to the most interested learners”. The entire marketing automated process is made simple using Force24. Since we have started, we can deliver information that people actually want to read, and it is now being customized to their active learning requirements. When it comes to interacting with current students, “the opportunities are unlimited!”.
