Understanding the IELTS automated email segmented journey and the deployment of marketing initiative

Abstract

According to Ielts.org (2019) a rising number of Bangladeshi people are opting for work, study or live-in English-speaking countries. Over 10,000 organizations, be that government, educational institutions or employers, recognise IELTS as a measure of English Language proficiency and over 3.5 million candidates sat for IELTS, only last year. That is why IELTS is important and if someone wants to study, work or emigrate abroad in an English-speaking country, there is a high chance that they will ask to submit IELTS scores. As one of the forerunners of four skills English language testing 30 years ago, IELTS is one of the evaluation systems to set the standard for English language testing today. Australia, Canada, New Zealand and the United Kingdom use IELTS to process the immigration. Currently, IELTS is jointly owned by the British Council, IDP: IELTS Australia and Cambridge Assessment English. To engage more students to take IELTS with the British Council, they introduced an “Always On” campaign for IELTS test taker. Always on is a continuous campaign tactic that aims to create notable brand experiences at scale through wherever opportunities can be created. That being said, the always on campaign of IELTS, Destination campaign, whoever register with the British Council will receive five consecutive email regarding the IELTS journey and s/he will be more confident throughout his/her IELTS journey. The campaign was first introduced by the British Council Bangladesh in whole SA region, so all the data received will be primary data.