The client
The German School of Barcelona (Deutsche Schule Barcelona) is an international educational reference with more than 130 years of experience since its founding in 1894, recognized as “Excellent German School Abroad” and part of the official network of German schools approved by the German federal government. It has quality seals such as “Digital School” and awards for academic excellence and pedagogical innovation. Located on a modern campus in Esplugues de Llobregat, it offers advanced facilities such as laboratories, sports center, swimming pool and green areas differentiated by age, attracting a multicultural community of executive and international families in Barcelona who value its focus on emotional well-being and high performance. The educational model is focused on holistic development: autonomy, critical thinking and global competencies, following the German curriculum up to Abitur, with progressive trilingualism (German, Spanish and English) and emphasis on intercultural values and sustainability, preparing for universities in Germany, Spain and beyond.
The challenge
Between January and February 2026, Deutsche Schule Barcelona implemented an automated communication flow connecting organic and paid recruitment forms, Make and Brevo to manage registration, reminders and post-event follow-up for its Children’s Open Doors. The result: 124 leads captured, 53 attendees and a 43% conversion rate.
The key was the integration between tools and linguistic segmentation at the right time: although all WordPress forms in paid campaigns generate leads in Spanish, reminders were sent in the language of the original form of each contact (ES or DE) also taking into account organic traffic and using Brevo lists as segmentation criteria. No manual work. No errors.
The challenge
- Automatically integrate two lead sources (Cronuts and organic web) with Brevo.
- Send reminders in the correct language for each contact (ES and DE).
- Segment the post-event between attendees and non-attendees.
- Eliminate all management that can be automated to process shipments in the most efficient way.
How we did it
Make + Brevo + Intelligent Segmentation
Automation with Make: from form to frictionless Brevo
The first block of the strategy was technical. Through Make, we built a flow that connects the capture forms directly with the corresponding lists in Brevo. It is important to understand how segmentation works: all the leads captured through WordPress arrived in Spanish, since the forms on the website are in that language. Make does not need to detect language – its function is to register the lead in the appropriate list according to the origin of the form:
- Infantil_Web_ES_2627 → families captured through the school’s website (English)
- Infantil_Web_DE_2627 → families recruited through the school website (German).
- Infantil_Cronuts_EN_2627 → families recruited through Cronuts campaigns (English)
Linguistic segmentation occurs in a subsequent step: when it is time to send reminders from Brevo, a message adapted to each language – and therefore the language of the original form – is generated to determine which version of the email (ES or DE) to send to each contact. The process is completely transparent for the families and fully automatic for the team.
Once registered on the list, the contact was automatically entered into Brevo’s automation and received their confirmation email. No waiting. No manual management, with automations that are well managed.
In addition, all content, both reminder and automated after lead generation, is tailored to the responses indicated in each response from each family.
2. Reminders: two batches, two languages, maximum impact.
Two rounds of pre-event reminders were scheduled, sent one week apart. Each round included a Spanish version (for the Cronuts and Web ES lists) and a German version (for the Web DE list), tailored to the tone and expectations of each segment.
Reminder 1 – January 29, 2026
- ES: 85 delivered → 67 openings → Open rate: 78.82%.
- DE: 20 delivered → 16 openings → Open rate: 80.00%.
Reminder 2 – February 5, 2026
- ES: 98 delivered → 84 openings → Open rate: 85.71%.
- DE: 23 delivered → 19 openeds → Open rate: 82.61%.
The progression is striking: the open rate increased between the first and second reminders in both languages. The second reminder, closer to the event, generated the highest engagement rate. No spam complaints were recorded.
3. Confirmation automation: the perfect first contact
Upon enrollment, each family automatically received a welcome and confirmation email. This email was the first point of personalized contact with the institution:
- Open rate: 67.21%.
- Delivery rate: 90.16%.
An open rate of 67% on an automated confirmation email is well above education industry standards, demonstrating the high level of interest from enrolled families.
4. Post-event communication: two messages, two objectives
Once the February 7 event was held, the strategy was bifurcated into two paths: one for those who attended and another for those who could not. This behavioral segmentation is one of Brevo’s most powerful features, and here it was fully exploited.
Thank you email to attendees (February 13)
- 48 delivered
- 42 openings → Open rate: 87.50%.
- 18 unique clicks → CTR: 37.50%.
- Click-to-open rate: 42.86%.
- Unsubscribes: 0 | Spam complaints: 0
An open rate of 87.50% and a CTR of 37.50% in a post-event email are exceptional figures. Nearly half of those who opened the email clicked through, indicating highly relevant content for the attending families.
Email to non-attendees (February 13)
- 50 delivered
- 29 openings → Open rate: 58.00%.
- 4 unique clicks → CTR: 8.00%.
- Click-to-open rate: 13.79%.
- Unsubscribes: 0 | Spam complaints: 0
This email, addressed to families who did not attend, offered them an alternative: a guided tour in a small group. With an open rate of 58% and zero dropouts, it shows that even those who could not attend are still an active public with a real interest in the school.
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Results
Beyond email metrics, the data that matters most to the school is how many families walked through the door on February 7. Of the 124 leads captured throughout the campaign, 53 families attended the event, representing a 43% conversion rate.
| Lead origin | Leads | Attendees | Conversion rate |
| Cronuts (paid collection) | 73 | 28 | 38% |
| Web German version (organic) | 22 | 9 | 41% |
| Web Spanish version (organic) | 29 | 16 | 55% |
| TOTAL | 124 | 53 | 43% |
The analysis by origin reveals a particularly interesting fact: families recruited through the school’s organic website (in its Spanish version) had the highest conversion rate, at 55%. German-speaking families also showed high engagement, with 41%. Cronuts leads, although representing the highest volume, show the lowest conversion rate (38%), which is usual in paid recruitment: higher quantity, but lower intent temperature.
This data allows the school to make more informed decisions for future editions: where to invest in recruitment, which segments require more nurturing and how to adjust messages to improve conversion.
Key campaign results
| KPI | Result |
| Total leads captured | 124 families |
| Event attendees | 53 families (43% conversion rate) |
| Attendance rate – Cronuts (paid) | 38% (28 of 73) |
| Attendance rate – German website (organic) | 41% (9 of 22) |
| Attendance rate – Spanish Web (organic) | 55% (16 of 29) |
| Delivery rate – Email thank you attendees | 100% |
| Open rate – Email thank you attendees | 87,50% |
| CTR – Email thank you attendees | 37,50% |
| Open rate – Reminder 2 EN | 85,71% |
| Open rate – Reminder 2 DE | 82,61% |
| Open rate – Email not attended | 58,00% |
| Spam complaints (total campaign) | 0 |
| Manual management of equipment in shipments | 0% |
Conclusion: when automation works for families
The Deutsche Schule Barcelona case demonstrates that a well-designed communication strategy, supported by the right tools, can make the difference between just another event and a memorable experience for families.
Brevo as an email marketing platform, Make as an integration engine between forms and lists, and linguistic segmentation applied at the right time formed an ecosystem that worked on its own. The school team focused on what matters, creating an exceptional day, while the technology ensured that no family was left without their message, in their language, at the right time.
What they did well:
- They didn’t manage manually: they automated every step of the funnel from registration to post-event.
- They didn’t send the same thing to everyone: they segmented by origin, by language and by behavior.
- They did not abandon those who did not come: they turned the absence into a new opportunity to get to know each other.
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"Automation has allowed us to focus our energy on welcoming families while technology ensured that each family received accurate information in their language. Achieving a 43% lead-to-attendee conversion rate with zero manual management has completely transformed our Open House efficiency."
