Email Marketing
Emails remain powerful tools to share news and product updates. Messages that speaks to solving customers/prospects problems can support the entire business.
Bytemark Product Newsletter
The launch of the product email newsletter at Bytemark was significant. The goal was to share upgrades and progress in a timely, simple, and informative manner. Starting with a small list of recipients, I was able to grow the list to nearly 3k addresses to help improve communication, both with frequency and limiting “tech talk.”
The newsletter at Bytemark began as a quarterly offering, but transitioned into a monthly one as new sign-ups increased activity.
CPI Email Newsletter
The approach of email sends at Crane Payment Innovations was scattershot because the business had previously been vertically organized. Since each unit supported separate marketing efforts, the team’s consolidation made the multiple email platforms untenable and required a unified approach. IP warming was necessary after implementing Oracle Eloqua marketing automation (recipient’s inboxes weren’t familiar with the new sender).
The newsletter was sent to the combined list of 70k contacts in a scheduled release to familiarize Internet Service Providers. The lead was the company merger announcement.
Audiences were already segmented by market. Following the email send, recipients received industry-specific content and news.
John Zimmerman Photos
Zimmerman was an innovator. Considered a groundbreaker by the photography community, he was arguably one of the most technical shooters to ever hold a camera while wearing a Life magazine credential.
But you probably haven’t heard of him.
Which is unfortunate since he is responsible for first attaching equipment to the top of a basketball backboard and in the back of a hockey net. These are ubiquitous camera locations in sports today.
How do you change all this for a professional who passed away 20 years ago? I performed a business analysis and proposed expanding his fine art gallery shows to help build his legacy. I contacted international and domestic galleries by email newsletters to create interest, educate, and motivate print buyers. My emails had a 42% open rate. An exhibition featuring his work was shown in a Paris gallery in the fall of 2018.
Customer Journey
There are no magic qualities to understanding a user journey, but empathy is compulsory.
Everyone has been on hold with customer service (we all know how that feels), but it doesn't have to be that way. For RushOrderTees.com customers, the digital journey was overprocessed and complicated. Triggered emails were shoehorned-in rather than planned, and corrective measures to address customer issues only added to the confusion. Fixing the entire journey was more than plotting out emails and communications—it involved researching, redesigning, and testing. Great user experience evolves.
Email Marketing Portfolio
