As France’s leading higher education organization, L’Etudiant turned to Selligent by Marigold to better understand student interests and deliver relevant, personalized experiences. In just three months, the brand achieved higher conversions, richer engagement, and stronger loyalty.
"Implementing Selligent’s digital technologies has helped us capture and understand the interests of our young target group as the basis for serving relevant, personalized content. We’ve significantly increased our conversion rate while also raising our engagement and loyalty to a new level."
As the leading higher education organization in France, L’Etudiant wanted to utilize their website to gather more leads for an offering. They called on Marigold to help them create personalized customer journeys.
With Selligent by Marigold, L’ Etudiant was able to track and collect customer details, using information from pop-ups and banners to send newsletters based on individual interests.
In three months with Marigold, L’Etudiant had several hundred customer profiles with information based on personal interests, along with over 100,000 sessions on a virtual student fair website.
As the leading organization in France in the field of higher education, L’Etudiant is closely involved in the educational and professional careers of millions of students. In 2021, the company wanted to leverage its website as a tool to gather qualified leads for its comprehensive service offering.
Working with Marigold, experts at L’Etudiant decided on a two-pronged approach: First, use the website to solicit personal details from students on their career-related interests and goals. And second, use this customer intelligence to better understand students' needs and direct them to the most relevant content.
In the first step, L’Etudiant used Selligent’s website functionality to display a survey via a pop-up banner when visitors spend more than one minute on the site. Known visitors are greeted by name, while unknown visitors are asked for their information to start a two-step, personalized cross-channel marketing journey:
1. Based on browsing behavior and pages visited, the banner asks visitors about their interests; for instance, guidance around Parcoursup, the national admissions platform for the first year of higher education. The banner also collects contact details and opt-in to marketing.
2. Information collected via the banner enriches the visitor’s Consumer Profile in Selligent for the next step: Receiving interest-specific email newsletters, populated via Selligent’s email tools with dynamic content according to each individual user’s personal interest (field of studies, careers, resources, etc.).
Collecting more personal information as the basis for interest-specific engagement created a virtuous cycle for L’Etudiant — a cycle with direct impact:
“Improvements from implementing Selligent by Marigold manifested almost instantly. Within only a few months, the new banner system showed a tremendous impact in terms of acquisition and conversion. It also helped collect actionable personal information that set us on track for a more personalized approach in our outbound marketing.”
—Lisa Rodrigues, Digital Marketing Manager at L’Etudiant
In a matter of three months, pop-in banners delivered via Selligent generated 130,000 sessions on the L’Etudiant website and 110,000 sessions on a virtual student fair website. Several hundred Consumer Profiles received rich information on personal interests. In turn, the personalized student newsletter doubled open rates, increased engagement sevenfold, and attracted ten times more click-throughs than previous newsletters.
Marigold’s Selligent platform enabled L’Etudiant to transform its website into a powerful lead-generation and personalization engine. By collecting first-party data and tailoring communications based on individual student interests, the organization built meaningful relationships at scale — boosting engagement, conversions, and long-term loyalty.
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