Rosetta Stone Uses Braze to Engage Learners and Raise Segment Revenue by 25%

By Christine Kent Jul 30 2020

Once lovers of language want to get past learning how to say simple phrases like “Parlez-vous francais?” they turn to Rosetta Stone, the company that’s been using technology to fuel language-learning for almost 30 years. From CD-ROM software to MP3 players—and now using online classes—the company has kept pace with every technology trend that helps people read, write, and speak the more than 24 languages they support.

When Rosetta Stone was looking to use technology to bolster engagement with their brand, they turned to Braze and FIVE, a Braze Alloys solutions partner known for designing and developing digital experiences, to help them build out two key customer engagement initiative:

  • Testing and optimizing messages targeting a segment of highly engaged users to encourage upsells to the full Rosetta Stone product
  • Promoting their new Live Lessons program, where language coaches offer streaming video lessons on conversation, grammar, and pronunciation, by creating campaigns with Braze Canvas and sending cross-channel class-reminder messages

By working with FIVE to leverage Braze, they were able to drive more subscriptions among their segment of highly-engaged users while also getting the word out about Live Lessons efficiently and effectively—and testing user reactions to the live-class concept to see if it was worth building out more robustly.

Re-engaging Current Users and Attracting New Ones

Rosetta Stone needed a fast, efficient way to reach out to users without straining their internal campaign development resources. With Braze Canvas, the company was able to measure users’ activity, experiment with different message cadences, and test personalized push messages using first name and language.

Rosetta Stone also used Braze to send reminders for Live Lessons via push, in-app messages, and email, depending on user preferences. Instead of hardcoding Live Lesson notifications into their app, Rosetta Stone sent an HTML customized in-app message that allowed the lesson to be streamed via Vimeo directly within the message itself. This feature was a hit with learners, who provided positive feedback through support comments and app reviews.

To save time on campaign development, Rosetta Stone used API-triggered delivery to schedule campaigns based on triggers, including Live Lesson schedule timing and other internal data. Instead of having to create daily or weekly campaigns, the company can simply schedule them based on key learner actions, with Braze automatically populating the messages. The API-triggered delivery campaigns saved Rosetta Stone the equivalent of 2 working days each week out of the time needed to establish campaigns for as many as 40 Live Lessons per week.

With FIVE’s help, Rosetta Stone took the knowledge it gained from campaigns to help make its digital offerings even more engaging. Once the company confirmed that learners were flocking to Live Lessons, it strengthened the feature by adding on-demand videos and live lectures.

“When we first started using Braze, it was primarily a marketing solution,” said Ryan Svedin, Senior Product Manager for Rosetta Stone. “FIVE came in with ideas to show us what we can do with the platform. They helped us kick this off in a different way.”

Rosetta Stone Results: Increased Revenue and Higher App Open Rate

By reaching out to its segment of highly engaged users with the right messages on the right channels at the right time, Rosetta Stone saw a 25% increase in revenue from this key segment. Since Rosetta Stone switched from daily and weekly campaigns to API-triggered campaigns, its marketing team saves 2 working days per week in campaign development time. In addition, Rosetta Stone’s use of Braze-powered personalized messaging across campaigns led to a 10% increase in app opens.

Final Thoughts

Once Rosetta Stone came up with a great concept for Live Lessons, the company wanted to get learners on board with the new paid offering, and fine-tune the lessons based on their feedback and activity. But launching campaigns and measuring results takes time. To get the results it needed efficiently and quickly, Rosetta Stone turned to Braze. With a combination of message cadence experimentation through Braze Canvas, tests with personalized push messages, and ongoing improvements to the product, Rosetta Stone found more effective ways to engage and convert engaged users on its app.

To learn more about using Braze Canvas to test campaigns, read the Braze article, “5 Ingredients For A Successful Braze Canvas Recipe.”

Christine Kent