Paid, email & social marketing
Email marketing
Segmented, personalized email programs with rigorous QA, deliverability testing and continuous testing of subject lines and cadence, as run for Visa and Gatorade.
My mantra: test, learn, react.
What I do
- Build and keep strong client relationships, making sure every monthly and new campaign meets the client’s needs and goals
- Use customer analytics and work with online merchandisers to create segmented, targeted and personalized email, as I did for Visa and Gatorade
- Manage the email deployment team across strategy, operations and development: QA, coding and configuration, creative optimization, targeting, cadence, data monitoring, scheduling, tracking, testing and deployment
- Test rendering across email clients and providers (Outlook, Gmail, Hotmail and mobile) so every brand message arrives as designed
- Run spam and deliverability tests, analyze results and make recommendations based on opt-outs and bounces, and keep list hygiene in line with best practice
- Build relationship email programs that nurture leads and outperform client benchmarks
- Run campaigns in Mailchimp, which we used for all Visa and Gatorade campaigns
- Manage subscriber lists, unsubscribes and bad addresses
- Bring in creative and technical best practice, competitor trends and new technology
- Own marketing campaigns and triggered emails (merchandise and transactional) that drive demand and engagement
- Work with merchandising and promotions teams on product selection and presentation
- Analyze results to understand successes, failures and trends, and adjust course
- Test contact mix and cadence across campaign and triggered streams, and keep testing subject lines, offers, templates and other elements
For automated nurture flows in a CRM, see HubSpot marketing.