IOM operates as an outsourced marketing team for growth-stage companies, coordinating strategy and execution across outbound, SEO, paid media, and conversion so nothing falls through the cracks between vendors. For Student Beans, that meant our Outbound Prospecting service line, running structured cold email programs to open doors with eCommerce brands in new territories.

Student Beans, recently rebranded to Pion, is the leading student discount platform connecting eCommerce brands with Gen Z and student shoppers worldwide. Founded in 2005, the company empowers retailers to grow their student customer base through effective discount programs and marketing solutions, with over 163 million students in its global database and partnerships with 500+ top brands.

The Objective

In 2018 to 2019, we partnered with Student Beans to execute two targeted cold email campaigns:

• Australia Campaign: attracting partnerships with eCommerce brands targeting Gen Z and student audiences in Australia.
• Singapore Campaign: establishing similar partnerships with brands in Singapore, a fast-growing hub for student-focused eCommerce.

Both campaigns aimed to position Student Beans as the premier platform for eCommerce brands looking to grow sales and engagement with young shoppers in these regions.

Our Approach

• Audience Segmentation: in Australia we focused on established and emerging retail brands looking to deepen Gen Z connections; in Singapore we targeted eCommerce brands eager to gain a foothold in the competitive youth market.
• Localised Messaging: for Australia we leaned on Student Beans’ proven success with brands like Quiksilver, Samsung and Showpo; for Singapore we highlighted access to Student Beans’ global network.
• Personalisation: each email was conversational and tailored, focused on measurable benefits like “5x the conversion rate” and “access to 163 million students worldwide.”
• Multi-Step Follow-Ups: a 6-step email sequence for both campaigns, gradually introducing value points and addressing objections. 

The Results

📈 Open Rate: 62%
💬 Reply Rate: 31%
🌍 Positive Leads (Australia): 41
📍 Positive Leads (Singapore): 22

Conclusion

Our Outbound Prospecting programme showed the impact of a localised, targeted cold email strategy managed end-to-end by one accountable team. By tailoring messaging to the unique needs of eCommerce brands in Australia and Singapore, we positioned Student Beans as a vital partner for expanding sales and engagement with the student demographic, generating immediate leads while establishing trust in two key regions.