Case Study: Federal Student Aid achieves personalized borrower communications at scale with Adobe Campaign

Making federal student loans personal for 40M borrowers

Federal Student Aid, part of the U.S. Department of Education, needed a better way to communicate with more than 40 million student loan borrowers during a period of rapid policy changes and pandemic-related uncertainty. The agency faced fragmented email systems, inconsistent messaging, and the need to deliver clearer, more personalized information across many borrower segments, so it turned to Adobe Campaign through its work with Accenture Federal Services.

Adobe Campaign centralized Federal Student Aid’s email communications, enabled fine-grained audience segmentation, and supported dynamic, branded messaging tied to customer actions on StudentAid.gov. The results included more than 2.3 billion emails sent since launch, an email open rate consistently above 50%, and segmentation goals achieved 1.5 years ahead of schedule.

Federal Student Aid

Wendy Bhagat

Director of Product Marketing and Delivery