I bet you’ve heard that email is dead, right? I like to think that bad emails are dead while great emails are alive and well. I’ve developed email programs for a variety of clients and there is one common thread: For brands that understand what their customers want, email can be a cost-effective way of delivering valuable content and inspiring consumers to take action.
Using data from surveys, focus groups, and other insights, I developed a series of lead nurturing emails that delivered useful content based on where the recipient was in the student journey.
The results went beyond increased site traffic and improved conversions. We were able to improve production efficiency and lower costs by streamlining the creative process. The improved content, subject lines, and send times resulted in a 40% increase in open rates and 34% increase in click rates compared to previous lead nurturing email communications. I also introduced quarterly newsletters and birthday emails for new leads, active students, and graduates.
I was responsible for email strategy, creative direction, and copywriting for these emails.
To accompany the redesign of the Alabama Tourism website, we launched a monthly email newsletter. The newsletter drove traffic back to the Alabama Tourism website and increased downloads of the Tourism Department’s mobile apps as well as the Travel Guide.
I created the concept for these newsletters, drafted the editorial calendar and wrote and edited copy for each newsletter.
Personalized welcome videos can surprise, delight, and excite customers. We aimed to do all three by emailing personalized welcome videos to newly enrolled students at Brightwood College and Virginia College. Our goal was to keep students motivated to show up to their first day of class between the time they applied and the time their term began weeks later. The result? A significant difference in show rate for those who received the video email versus those who did not.
For this project, I was responsible for vendor selection, creative direction, story boarding, and copywriting.