Omnichannel Marketing & Automation - Eduployment | Springwood


Marketing automation & omnichannel marketing with Springwood

Springwood executed the end-to-end marketing automation initiative for EduPloyment using Push Notifications, Emails, In-app messages, SMS and WhatsApp channels.

EduPloyment is a global online recruitment platform with a mission to up-skill blue-collar workers with critical English language skills and provide them access to better jobs abroad and domestically uplift them and their families.

EduPloyment realized early in its product journey that it would need a holistic omnichannel marketing strategy.

Along with this, automating communication was the most logical step for the team. Springwood was onboarded to take over the entire marketing automation, from planning the communication to MoEngage implementation (marketing automation tool).

EduPloyment recently started with their product rollouts and needed help in:

  • Planning and organizing the entire user communication
  • Identifying use cases where automation was required
  • Understanding how to use MoEngage optimally
  • Creating a list of user actions and properties to be tracked to run campaigns effectively and perform analytics
  • Integrating channels like Email and WhatsApp to create an omnichannel marketing strategy

The first thing we did was to align the entire management team towards a single North Star metric

The entire team of EduPloyment, including senior management, developers, and designers, were aligned toward the goal. With the help of the EduPloyment leadership, we established the core business metrics to be tracked and the triggers required to create automated campaigns. With the north star metric framework, these metrics were transformed into events (actions) and user properties. These user and event properties were tracked and implemented with the help of the development team.

The following approach was taken to crack customer engagement:

  • Carpet Bombing - Due to the lack of user behavior data in the initial days, we sent one size fits all communications to all the users.
  • Insights derivation - After substantial user behavior data were obtained, we went back to the drawing board and identified how users reacted to the communication.
  • Sharp shooting - Understanding what worked and what didn't, targeted and contextual messages were sent to specific cohorts to increase conversions.
  • Growth - CCreation of growth levers and referral campaigns to drive organic growth.

Identifying the best time to send the contextual communications and using the right channel mix through MoEngage implementation helped EduPloyment drive 100% growth in job applications.

Today, out of every 100 users who download the app, 40+ users apply for a job. EduPloyment brings happiness and upliftment to the communities that deserve it most. We are proud to be a part of their growth journey.


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