This client was using an automated CSS MailChimp option — meaning, every time they published a thought leadership blog on their website, a fully automated process would compile the information and links into an email newsletter and send it to their audience. The problem with this approach was that there was no human intervention in any part of their email communications. They didn’t have an email marketing specialist curating their audience list, A/B testing content for maximum effectiveness, or leading readers through customer journeys. 

This result was becoming evident and costing this client endless touchpoint opportunities to engage with potential sales leads. While they had a high number of email subscribers (over 5,000), over 80 percent were completely unengaged. Those who were engaged didn’t have a clear Call to Action (CTA) to follow or followup actions, and thus, were being overseen as potential sales leads. Additionally, their email newsletter was not promoted anywhere outside of their website. So their combined social media audience of 1,689 followers was unaware of their newsletters unless they clicked on a website link and scrolled to the bottom of their homepage.

Through a year of a strategic set of AB tests and audience curating, I was able to raise engaged audience open rates by an average of 104 percent increase, surpassing industry open averages by up to 4 percent higher. In a side-by-side comparison, I increased email campaign opens by 146 percent compared to the same month a year previous. 

Additionally, I was able to collaborate with the Social Media Manager (and then later took on this additional role) to add cross-channel promotions. Due to these efforts, I increased email marketing awareness, fine-tuned their email audience, and turned emails into revenue with warm leads being funneled to the sales team.