myCSUSM
iGrad - Email Marketing
Project Summary: This project was performed for Kevin Soehner, Vice President Operations at iGrad/Enrich,
to summarize the structure of email marketing. iGrad is a financial technology company
headquartered in San Diego that provides artificial intelligence-driven financial
wellness solutions to over 600 colleges and universities. In addition, the website
Enrich, which was created specifically for associates, contains over 20,000 employers
and over 300 financial institutions. Their mission statement is to empower students,
alumni, staff, parents, and families to make effective personal finance, student loan,
and career decisions throughout their lives. IGrad plans to create a comprehensive
and engaging end-user outreach, via email marketing, that raises user awareness of
the most current platform features and benefits while also increasing use and interaction.
The current email marketing models used by iGrad/Enrich lack customer engagement.
The team was tasked with designing a newer email marketing template. Emails are often
discarded, ignored, or lost in a sea of other emails, so it is critical for iGrad/Enrich
to compose and send emails with a striking subject line, preview teaser line, and
information that is “worth” clicking on. Through industry research, creative thinking,
survey, and A/B testing the team successfully built a template that iGrad/Enrich can
use to utilize transactional emails that will encourage ongoing content interaction
with its users.
Student Team Members: Salma Cerda, Nicole Rodriguez, Maritza Perez, Bulmaro Luna, Alexandra Garcia
Faculty Advisor: Bill Burns, Ph.D.