December 2019 - May 2020
Email Redesign:
A Global CRM Approach
Spearheaded a successful transformation of the email touchpoint within our retention strategy.
Design Direction and Agency Management
I led the development of the UX strategy for these email templates while collaborating with a creative agency for visual design. My role involved managing and communicating with the agency throughout the design process.
Revitalizing Email Engagement and Loyalty
Overhauling overdue email templates was crucial for global competitiveness. We set out to streamline deployment, customize market interactions, and unite into a global marketing team, aiming to boost engagement, enhance conversion rates, and foster loyalty.
Unifying Global Operations
When we began this project, our organization was in the process of bringing together our global and North American branches into a single unit. As each market operated with its individual customer relationship management system, our first task was to conduct a comprehensive data migration, consolidating all information into a single system—namely, Salesforce.
Navigating the global markets through market research and conversation
The journey began with relationship building. I connected with individuals in each market who had previously managed customer marketing to explore their unique strategies. This involved market research, behavioral analytics, and cultural analysis, which were integral to our approach.
A template for every goal
Our overarching design objective centered on establishing a clear hierarchy with concise, valuable, personalized messaging, and compelling visuals.
The brand caters primarily to an older demographic, known for a more deliberate digital pace. To align with this audience, we strategically front-loaded the email with captivating content while building a narrative that gradually unfolded as readers scrolled down.
Continuous Improvement
Nearly every email deployment featured audience-specific A/B tests for ongoing enhancement. This approach validated and fine-tuned our design choices, aligning them more closely with our objectives. Additionally, I held regular leadership updates to disseminate insights and facilitate cross-departmental learning.
The marketing strategy
Our global email marketing strategy was centered around engagement, personalization, locationalization, and frequency. We established a weekly cadence for promotions and engagement content, optimizing audience segmentation to prevent email overload. Additionally, we introduced a customized loyalty feature to enhance personalization and track customer status.
As we launched this project, the COVID-19 pandemic hit, prompting a significant shift in our strategy. We had to remain agile and adaptable. Fortunately, our design strategy enabled us to respond swiftly, maintaining engagement and bookings with only a minor dip.
Automating analytics with all-access dashboard
I led the creation of a global analytics dashboard for performance tracking. I collected historical data from all markets and collaborated with our business intelligence team to construct this dashboard for comparative analytics and performance metrics, including the development of an automated data tagging structure to populate future deployments.
Key Metrics
Our email marketing campaigns consistently outperformed industry benchmarks, with above-average open rates, click-through rates, and conversions, resulting in increased engagement and revenue.
42.9%
Increase in yearly revenue
Total revenue from direct click to purchase over $1,000,000.
15.1%
Improved clickthrough rate
Overall click through rate for multiple audience groups increased.
-3.4%
Reduced unsubscribe rate
Retention of customers improved as engagement increased.
25%
Improved efficiency
Time to market improved because of defined templates.
Personal
Reflection
This project highlights my qualities as a proactive, resilient, and patient worker. I identified an issue, advocated for it, and eventually led the effort to address it while managing a creative agency through challenging times. After launching the solution, I proactively created an analytics dashboard to automate reporting and improve cross-team visibility. This project demonstrates my ability to take initiative, adapt to changing circumstances, and deliver results.