How One Lead Nurturing Campaign Cut Cost Per Enrollment by 81%
CMOs and heads of growth are under constant pressure to improve marketing ROI while managing rising acquisition costs. One of the most overlooked opportunities lies not in acquiring new leads but in strategically nurturing the ones you already have with well-executed lead nurturing campaigns.
This article explores how a trade school reduced its cost per enrollment by over 81% by implementing a tightly focused lead-nurturing campaign aimed at previously unconverted leads. We’ll break down the full strategy, campaign structure, and results, and provide a blueprint you can adapt to your own organization’s context. Whether you’re searching for ways to reduce cost per acquisition or improve your B2B lead conversion rates, this guide offers proven tactics.
Why Unconverted Leads Are Your Untapped Goldmine
Every business has them: leads that showed interest but never converted. Often left to rot in the CRM, these leads are a hidden reservoir of potential revenue.
Why lead nurturing campaigns works:
They already know you: Awareness is no longer a barrier.
They once showed intent: These leads just need the right push to convert.
Cost-effective: Acquiring them is a sunk cost; nurturing is the ROI lever.
These advantages create a compelling case for investing in a structured lead nurturing strategy. When thoughtfully executed, re-engaging dormant leads through marketing automation can reignite interest and dramatically improve the efficiency of your funnel.
A campaign by Colling Media for StrataTech Education Group showed that strategically nurturing these leads can produce outsized returns. Let’s dive in.
Case Study: StrataTech’s 81% Cost Reduction in Lead Conversion
The Problem
StrataTech, a trade school network, had a large pool of leads that had not enrolled. Despite significant investment in lead generation, conversion rates were low, resulting in high costs per enrollment.
The Strategy
Segmented unconverted leads.
Assigned 82% to a nurturing campaign; left 18% as a control group.
Deployed targeted ads featuring testimonials and benefit-driven messaging.
This approach allowed them to isolate campaign performance while delivering personalized, persuasive messaging to the majority of their dormant leads.
The Results
150 new enrollments from the nurture group.
$146 cost per enrollment vs. a previously much higher benchmark.
81.75% lower CPA compared to their best-performing previous channel.
The significant cost savings proved that unconverted leads, when nurtured correctly, can outperform traditional acquisition channels in both cost-efficiency and volume. This education marketing case study is a blueprint for improving ROI in high-ticket services.
Building Your Own Lead Nurturing Engine
Audit Your Unconverted Leads
Define “unconverted”: What signals interest without purchase in your funnel?
Score and segment: Rank by recency, behavior (e.g., pricing page visits), or funnel stage.
Assess lead freshness: Prioritize leads from the last 90 days for best results.
Understanding who your dormant leads are is the first step toward unlocking their value. Segmentation enables more precise messaging, which is crucial for driving re-engagement in B2B and B2C funnels alike.
Create a Control Group
To measure effectiveness:
Reserve 10-20% as a control group.
Ensure they receive only baseline communications.
Track separately to benchmark incremental impact.
By running a control group, you’ll gain credible performance insights that prove the ROI of your campaign and help justify future investments in marketing automation and lead nurturing programs.
3. Craft Your Lead Nurture Campaign
| Element | Best Practices |
|---|---|
| Messaging | Use testimonials, address objections, and focus on outcomes (e.g., job placement, ROI). |
| Channels | Retargeting ads, email drips, SMS (where legal), content syndication. |
| Segmentation | Match messaging to behavior (e.g., “You visited our pricing page”). |
| Offers | Scholarships, discounts, or urgency-based CTAs. |
| Landing pages | Tailored to each segment; proof-rich with low friction. |
Each component should work together to create a cohesive, conversion-oriented experience. Consistent messaging across multiple channels reinforces trust and moves leads toward a decision. This is how to build a lead nurturing campaign that scales.
Measure and Optimize
Compare control vs. treatment conversion rates.
A/B test creatives, offers, and cadence.
Scale what works and shut down underperformers fast.
Optimization is a continuous process. Detailed tracking and rapid iteration ensure your campaign evolves with audience behavior and market dynamics. Focus on metrics that define success in marketing campaigns like CPA, conversion rate, and touchpoint effectiveness.
5. Debrief and Institutionalize Learning
Calculate true CPA and ROI.
Identify top-performing segments and messages.
Build a long-term nurture loop for future leads.
Post-campaign analysis turns results into long-term value. Documenting insights ensures your organization can replicate success and scale it sustainably. Use these insights to develop a repeatable, always-on lead nurturing system.
Cross-Industry Use Cases for Lead Nurturing Campaigns
| Industry | Lead Type | Messaging Angle |
| SaaS | Trial users, demo no-shows | ROI, feature unlocks, success stories |
| E-commerce | Cart abandoners | Reviews, urgency, free shipping |
| Financial Services | Quote form drop-offs | Trust, cost comparisons, guarantees |
| Higher Ed | Info-requesters | Alumni success, job placement stats |
While the original case study focused on education, the principles of effective nurturing are widely applicable. From SaaS to e-commerce, industries with lead-based funnels can leverage this strategy to increase conversions and reduce cost per acquisition. These lead nurturing examples show how versatile and impactful the tactic can be.
Frequently Asked Questions
How do I know which leads are worth nurturing?
Focus on those with recent activity or high intent signals like pricing page visits or form completions.
What platforms work best for lead nurture campaigns?
Facebook/Instagram for retargeting, Google Display Network, email platforms, and SMS (with opt-in).
How long should a nurture campaign run?
Ideally 30-60 days with multiple touchpoints. Test and adjust based on conversion windows.
What budget should I allocate to nurture campaigns?
Start with 10-20% of your lead gen spend, then scale based on ROI.
How do I personalize the messaging at scale?
Use dynamic content blocks in email and ad creatives based on lead segments or CRM tags.
Is it ethical to target old leads with ads?
Yes, if they have opted in and privacy laws (GDPR, CCPA) are followed.
What metrics define success?
CPA, conversion rate vs. control group, cost per touchpoint, and ROI per segment. These are the KPIs for marketing campaigns focused on lead re-engagement.
Conclusion
Lead nurturing isn’t just a retention tactic; it’s a powerful acquisition lever hiding in plain sight. As StrataTech’s case proves, even a modest investment in targeted, thoughtful nurturing can produce exponential ROI.
In a marketing environment where acquisition costs are rising, brands that master the art of re-engagement will dominate their categories. Don’t let your best leads go cold; wake them up with campaigns that speak directly to their hesitations, hopes, and goals.
The next 81% cost reduction could be sitting dormant in your CRM right now. Start re-engaging your leads with smart lead nurturing campaigns.