How Orcas Decreased its Cost Per Lead by 30-35% With Automated Campaigns

How Orcas Decreased its Cost Per Lead by 30-35% With Automated Campaigns

Decrease in Cost Per Lead with Automated Campaigns
CTRs for Push Notifications
About Orcas case-study-brand-logo

Orcas is a curriculum-based, 1:1 personalized e-learning and tutoring platform (online and at home) based out of Egypt. Backed by careful research, smart technology, and expert educators, the e-learning platform also has a presence in the United Arab Emirates (UAE) and the Kingdom of Saudi Arabia (KSA).

Founded in 2017, Orcas provides two different services within tutoring:

  • E-learning for dierent schooling systems; aimed at students ranging between kindergarten to senior school
  • Coding courses for the same age group


Since we started using emails, SMS and Mobile Push notifications we have been getting a lot of leads, and their cost per lead is negligible, which is amazing for us. Also, we now use MoEngage to communicate with our tutors as well. Lately, we have started using RFM segmentation and have been able to revive some customers from about to sleep or dormant to loyalists or champion customers.

Mahy Mohamed
Mahy Mohamed
Marketing Manager
Business Challenge
The primary business of Orcas is to generate as many relevant leads as possible and convert them into paying customers. However, before partnering with MoEngage, the brand faced various challenges in terms of getting relevant customers as the count was very low. While there were customers in the system, however, it consisted of very few pre-vetted/relevant leads. Additionally, the brand also did not have any journey setup to interact with the incoming customers and nurture them to the next stage.
MoEngage Solution
Deploying a Multichannel Approach - Orcas wanted to attract new customers and, at the same time, re-engage with old customers. The brand adopted a multichannel approach, where they utilized Emails, Push Notifications, and also SMSs to communicate with customers. Creating Custom Segments for Targeted Campaigns Using Flows - Earlier, Orcas were creating various manual campaigns, which were time intensive. By leveraging the custom segmentation capabilities of MoEngage, the brand created various Flows for each of the custom segments and set up various automated periodic campaigns. Advanced Analytics to Determine Drop-offs - Along with the analytics dashboard, where the brand monitored the health of each campaign, Orcas also leveraged the behavioral analytics and funnel analytics capabilities of MoEngage to identify where customers dropped off.
Products Used
Custom Segments
Create easy-to-use cohorts based on behavioral, funnel, and RFM analysis.
Customer Journey Orchestration
Create unique, seamless experiences at every stage of your customer’s journey.
Push Notification
Reach customers at the right time using AI-powered, targeted, push notifications.
RFM Segmentation
The Result

Using MoEngage, Orcas:

  • Reduced the cost per lead by 30-35% with automated campaigns
  • Generated ~7% of the total leads through email campaigns
  • Witnessed a 343% uptick in new customers and a 284% uptick in conversions, between Jan and Feb 2023