Email Marketing Strategy & Analysis
As a freelance marketing consultant, I provide a wide range of support options for clients. Email marketing strategy and analysis is key to a robust sales funnel, and I specialize in auditing flow and campaign strategy, providing recommendations, and helming execution with support from dispersed teams of copywriters and designers. I also provide regular and deep dive analytics for email/sms performance.
Email Strategy & Analytics Case Study // ecommerce beauty & wellness brand
A D2C ecommerce beauty and skincare brand focused on green, sustainable products needed help dialing in email marketing strategy and understanding results of marketing initiatives.
Key Initiatives:
Understand why engagement and revenue rates were low, and create a plan to lift them
Reduce negative metrics (deliverability, bounce, spam)
Create plan for audience segmentation and testing
Enable client to understand and gain insights from performance analytics
Provide holistic strategy advice, considering the entire sales funnel and all channels
Results:
Created robust reporting dashboard for monthly strategic deep dives and planning sessions
Instituted better ESP management practices and list cleaning/maintenance to enable client to self-manage with clarity
Developed engagement tracks and segmentation by behavior, resulting in engagement lifts across the board
In the first 3 months of partnership:
Lifted CTRs by 64.93% in 3 months
Improved placed order rate by 103.5%
Improved revenue per recipient by 233.1%%
Increased attributed revenue by 19.6%
Reduced list fatigue and negative metrics via effective targeting and development of content buckets and schedules
Decreased spam rate by 86% to below 0.2% on average
Renovated email flow strategy to increase flow performance