Email

Email Management 

I am experienced in managing internal and external email communication to various audiences, and have led efforts to redesign email campaigns to better engage with readers, nurture leads, improve usability and analytics tracking as well as integration with CRMs. I have also collaborated with various departments to ensure external email campaigns were on brand and ADA compliant.

Experience with:

• MailChimp
• Constant Contact
• iModules
• Act-on
• Marketing automation lead nurture campaigns

Internal Newsletter Launch and Redesign

Problem: the internal newsletters process at the organization involved custom-coded designs sent through a group email account, which did not allow for tracking or analytics. The designs were bulky, text-heavy and did not easily accommodate different content types. Readers complained that the newsletters were not a resource with which they engaged, which was problematic as they were the primary medium to communicate important internal communications.

Solution: redesigned the newsletters with a fresh look, colors, and ability to include more images in addition to shorter copy that linked to a blog with the full announcements. These new designs were created in MailChimp, which provided detailed analytics that were used to continuously improve the designs and functionality. It could also tied into the organization’s CRM, which it was in the process of building out.

Results: improved audience engagement and readership with high click rates and average open rates well above industry norms. Anecdotally, many members of the target audiences shared that they previously had not read their newsletter, but after the redesign, it is now the go-to resource for important updates and news, which were supported by high engagement metrics.