Be Glad Training

Scaling Email Engagement for 20,000+ Educators Through CRM Integration and Mailchimp Management

Be Glad Training is a US-based enterprise delivering award-winning K-12 professional development in language acquisition and literacy, having trained over 28,000 educators and impacted 700,000 students worldwide. However, their email marketing infrastructure was struggling. Both Copper CRM and Mailchimp were in use but poorly managed — data sat in silos, lists were disorganised, and there was no connection between the two platforms. For an organisation communicating with over 20,000 teachers and principals monthly, this was unsustainable.

Overview

The Mission of the Project

Tecomato was brought on to take full ownership of Be Glad Training's email management operations — cleaning and organising a 20,000+ subscriber base, building a bespoke integration between Copper CRM and Mailchimp, establishing marketing automation workflows, and supporting webinar and list management. The objective was to transform email into a high-performing engagement engine.

Be Glad Training K-12 educator email management case study showing 60 percent open rate and 45 percent click-through rate

The Process

The Methodology Adopted

01

System Assessment & Data Audit: Tecomato conducted a thorough review of the Copper CRM and Mailchimp instances, mapping data flows, identifying gaps in list hygiene, and documenting where the two platforms failed to communicate.

02

Bespoke CRM-to-Mailchimp Integration: A custom integration was built connecting Copper CRM directly to Mailchimp, ensuring contact data, segmentation tags, and engagement history synced automatically — eliminating manual data handling and reducing errors.

03

List Cleaning & Audience Segmentation: The 20,000+ subscriber list was cleaned, de-duplicated, and segmented by role, engagement level, and training interest — enabling precise, relevant communication to teachers, principals, and administrators.

06

Marketing Automation & Email Strategy: Automated workflows were designed for webinar promotions, training follow-ups, and re-engagement sequences, supporting approximately 80,000 emails per month with consistent touchpoints.

05

Ongoing Management & Optimisation: Tecomato assumed ongoing responsibility for email execution, list management, and webinar support — continuously refining campaigns based on performance data.

impact

Impact on Business and Outcomes

The results over 12+ months have been exceptional. Tecomato now manages approximately 80,000 emails per month on behalf of Be Glad Training, achieving an average open rate of 60% and a click-through rate of 45% — figures well above industry benchmarks for education sector communications. The bespoke Copper-Mailchimp integration eliminated data silos, and Be Glad's team can now focus on delivering world-class training rather than wrestling with email logistics.

Conclusion

Be Glad Training's partnership with Tecomato demonstrates what becomes possible when CRM and email operations are properly connected and professionally managed. A bespoke integration, clean data, and strategic automation turned a disjointed system into a high-performing engine — reaching 20,000+ educators every month with precision.

FAQ

FREQUENTLY ASKED QUESTIONS

Q: How can a bespoke Copper CRM and Mailchimp integration improve email marketing for education companies?

A: A custom integration syncs contact data, segmentation, and engagement history automatically between the CRM and email platform — eliminating manual data entry, reducing errors, and enabling targeted campaigns at scale.

Q: What does professional Mailchimp management look like for organisations sending 80,000+ emails per month?

A: It includes list hygiene, audience segmentation, automated workflow design, campaign execution, performance monitoring, and ongoing optimisation to maintain high deliverability and engagement rates.

Q: How can marketing automation help K-12 training providers engage teachers and principals more effectively?

A: Automation enables timely, personalised communications — such as webinar reminders, training follow-ups, and re-engagement sequences — ensuring educators receive relevant content without manual effort from the internal team.

Q: What email open and click-through rates should education sector organisations aim for with a managed email strategy?

A: Industry averages for education hover around 25-30% open rates. With professional list management and targeted content, organisations like Be Glad Training have achieved 60% open rates and 45% click-through rates.

Q: Why should enterprise education companies outsource CRM and email management to a specialist consultant?

A: Outsourcing to a specialist ensures clean data, optimised automation, and consistent execution — freeing internal teams to focus on core delivery while achieving engagement metrics that far exceed industry benchmarks.

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