Worked as an email marketing specialist for a digital marketing agency that serves businesses in a variety of industries. In this project, I developed compelling, conversion-driven email copy for more than three clients: a veterinary clinic, a massage therapist, an automotive repair shop, and a fitness centre.  I personalized content using dynamic tags and automation workflows and collaborated with designers to create visually appealing email templates. Here is the link to the  emails 

Feels Like Home, an upscale online furniture company, was launching a new affordable furniture line called For All. This line aimed to attract customers with less disposable income while maintaining high-quality craftsmanship. As the email marketing coordinator, I designed and executed an email marketing campaign to leverage the company’s existing subscriber base and attract new customers.

Step 1: Setting SMART Goals

Before executing the campaign, I transformed the company’s  broad objectives into SMART (Specific, Measurable, Attainable, Relevant, Time-bound) goals:

Original Goals:

1. Grow the email subscriber list by the end of September.

2. Increase the monthly email conversion rate.

Revised SMART Goals:

1. Increase the email subscriber list by 6,000 by the end of September (from the current 100,000, at an increased rate of 2,000 per month instead of 1,000) by leveraging referral discounts and targeted promotions.

2. Increase the email conversion rate from 5% to 7% within six months of launch by targeting segmented audiences and offering strategic promotions.

Step 2: Segmenting the Email List

To maximize engagement, I segmented the email list based on customer responses to key preference questions they answered when subscribing to the email list. This ensured that subscribers received highly relevant emails aligned with their interests. The three primary segments were:

1. Customers interested in small-space solutions: Received promotional emails with discounts on space-saving furniture.

2. Customers who preferred in-store shopping: They received exclusive in-store event invitations and promotions.

3. Pet owners: Received newsletters with tips for maintaining furniture quality in pet-friendly homes.

Segmenting the list allowed us to tailor our messaging, increasing the likelihood of conversions from our existing audience. We experienced a 46% higher email open-rate and a 27% higher click-through rate than with regular marketing emails

Step 3: Creating an Email Series

With segmented lists, I crafted personalized and high-converting email sequences, including:

1. Welcome Email: Introducing For All to new subscribers with a special discount offer.

2. Newsletter Update: Showcasing testimonials and behind-the-scenes content about the craftsmanship of For All.

3. Promotional Email: Announcing a limited-time discount and highlighting affordability.

Each email included clear and compelling subject lines, clear calls to action, and optimized content for readability and engagement. Here are the email copies

https://docs.google.com/document/d/1485jlv_cDa41njwt3OXUH8QtMQJSjtkNdqDTJ21LsCg/edit?usp=sharing

Step 4: Analyzing Email Campaign Metrics

I examined an email campaign’s monthly performance data then assessed the campaign’s progress toward its goals I monitored key performance indicators (KPIs) such as:

• Open Rates: Improved by 15% due to better subject line optimization.

• Click-Through Rates (CTR): Increased by 12% with strategic placement of CTAs.

• Conversion Rates: Reached 6.8% within five months, nearly hitting our 7% target ahead of schedule.

Here is the email performance data: 

https://docs.google.com/spreadsheets/d/17CkmJb1nS8lpZwDRr8Xhop3oMkvgcnEX2nrZyfTKTeQ/edit?usp=sharing

Step 5: Presenting Results to Stakeholders

I compiled a presentation summarizing the campaign’s impact using Google Slides. Ere is the link to the presentation.

https://docs.google.com/presentation/d/1jxou4lfUUZLaGBC-PZi70Kc7LAokIAkf4nV87TBdd5o/edit?usp=sharing

Conclusion

This project successfully increased Feels Like Home’s customer base and revenue using a strategic, data-driven email marketing approach. By setting clear SMART goals, segmenting lists effectively, creating a compelling email series, analyzing campaign performance, and presenting actionable insights, I played a key role in the success of the For All product line.

I worked with a regional theater company that performs a variety of new and classic plays throughout the year. One of their major marketing goals for the upcoming season was to increase ticket sales by 10% over the previous year. 

To help achieve this goal, I supported the development of a combined paid, social, and email campaign. My focus was on the email campaign, aiming to increase subscriber engagement compared to the previous year.  I was to improve the open rate and click-to-open rate (CTOR) across three subscriber segments:

•  Recent attendees (attended within the last two years) 

• Past attendees (attended over two years ago)

• Email subscribers who had never attended a performance. 

I examined last year’s open rate and CTOR data and prepared a presentation for the team to show how the previous data could inform and improve this year’s campaign performance. My analysis addressed the following: 

• What types of emails performed best with each subscriber segment in the past.

• What types of email content should be prioritized for each segment in the new campaign?