Revamped Email Strategy Hits Target for Travelers
situation
passion passport, a travel content/media company based in new york, hired me to overhaul their current Email Marketing program.
they had a fairly substantial subscriber base, but lacked the overarching strategy, cross-channel integration, consumer understanding and technical expertise to maximize communications.
action
over the course of a 3-month deep dive, i:
performed benchmarking analysis & compiled competitive insights
defined and implemented customer segmentation within our mailchimp audience to deliver tailored, targeted messages based on key demographic/behavioral characteristics like geography, gender, past campaign participation and more.
outlined test-and-learn methodology to maximize send performance/generate ongoing learnings for future optimizations (A/b test for subject lines, content, day-part, day-of-week, etc.)
created a central planning calendar inclusive of promotions and priorities from other channels/the mother brand to ensure alignment and focus of comms. simultaneously monitored content performance across website & social to id areas of interest for consumers/followers.
applied principles of user experience design to improve pain points in the acquisition process, reducing interaction cost & simplifying path to subscribe.
identified key metrics and analyzed past performance to set targets for future campaigns
Result
by doing due diligence to understand past-performance, understand consumers and better-understand brand communication objectives, passion passport now has a roadmap to ongoing success in email marketing.
