Project 01 · Fênix Educação

CRM
Turnaround

50K+ disengaged lead base, mass blasting, zero segmentation. Operation rebuilt from scratch.

~25% open rate (from ~2%)
+35% CTR average
+20% Enrollment volume
−25% Operational cost

How the numbers were measured: the pre-intervention period average compared with the post one, inside RD Station, over roughly 2 months. Open rate and CTR are native rates over delivered emails (the ~25% open rate is the active base after cleanup). Enrollments attributed to CRM by campaign source. Cost per active lead, which fell once sending no longer reached tens of thousands of invalid contacts.

Narrative
01

Problem

50K database with invalid emails, inactive contacts and zero segmentation. Mass blast to everyone, no personalization, no lifecycle logic. Deliverability compromised, metrics silently declining.

02

Decision

Clean before optimizing. Re-engagement automation to map open behavior and signal course interest. Non-responsive contacts deactivated. Interested ones migrated to segmented flows.

03

Execution

Operation shifted from mass blast to course-segmented newsletters with behavioral logic. No stack swap, just professional use of existing RD Station. Results visible in ~2 months.

04

Key insight

Results didn't come from a new tool. They came from correct diagnosis and the right sequence: clean first, segment second, optimize on top.

Stack
Core reasoning

CRM is not a tool. It's a method. Before optimizing any message, you need to ensure the base receiving it is worth the effort. A clean base is a prerequisite, not an operational detail.