EMAIL MARKETING
I led the effort to create a content strategy and calendar for email marketing. This included weekly email blasts as well as targeted emails about specific content that matched the behavioral patterns of our users.
CHALLENGE
Reach more people through email marketing and increase the frequency of emails with engaging content relative to users’ interests.
SOLUTION
Increased the frequency of emails by 47%, with an average open rate of 22% and CTR of 10%.
MY PROCESS
Crafted content for emails and worked with contract-based writers to ensure consistency in voice and tone
Analyzed data to determine which product to feature and when
Collaborated with sales and marketing teams to educate about an area, inform travelers of timely information (ie. when to book permits), and call out special offers
Worked with graphic designer to create several email templates to streamline the editorial process
Created more efficient taxonomy within our CMS to better identify users and ensure they receive relevant email marketing campaigns
