Email Campaign Optimizations Pitch
To know what has worked with our specific audience and industry, I did some research, analysis, and made a recommendation.
Business Problem:
Appeal to an audience of 1 million email subscribers for the 2019-2020 holiday season that will minimize unsubscribes and maximize sales.
Target Audience:
Musicians and post production technicians within the 25-35 year old range. They take recommendations from their peers or other artists. They want accessible technology to help their creativity.
Insight:
Sending emails strategically will help the company stand out when subscribers will be inundated with other companies’ emails.
Reasons to believe the insight:
Subscribers responded better when emails were not constant and when they were segmented accurately.
We need to think about the subscriber’s experience with their inbox in general.
The previous holiday season the entire month of December’s engagement dropped drastically.
Result:
Researched our engagement data to see what the trends were in the previous 18 months and pitched a cadence from those learnings. Keep scrolling to see the process.
Data Analysis
I started with our general email marketing data to identify trends. The idea was to look at general highs and lows of engagement metrics (opens, clicks, etc.), then look at each campaign, and examine factors that may have contributed to any trends.
Specific data points like a rise in engagement, a year-over-year comparison, or the “best” and “worst” performing emails were highlighted to show how the send schedule and creative elements contributed to the metrics.
Recommendation
After drawing data-driven conclusions, I drafted an email cadence and segmentation plan to retain subscribers, increase engagement, and increase revenue in the long-term.
Last notes.
Who were the cross functional partners?
My teammate and the content team.
What was the level of involvement?
Drove the pitch, researched, analyzed data, created the deck with help from my teammate, created the recommendation, pitched.
What was the result?
I pitched the recommendation to senior leadership and all the go-to market teams.