Email campaigns
I developed a regular email programme that mixed educational content with product information and sales offers. The aim was to give subscribers something useful even when they were not ready to buy.
My work covered planning, copy, email builds, sending and reviewing performance. I also worked on automated emails for new subscribers, unfinished baskets, recent purchases and people who had stopped engaging.
Keeping segmentation manageable
We used purchase history, products owned and engagement with previous emails to help decide what to send. The groups stayed fairly simple, so the team could understand and maintain them.
Automated emails
Welcome
Introduce new subscribers to the products.
Basket reminders
Follow up on an unfinished order.
After purchase
Help customers use what they have bought.
Re-engagement
Reconnect with inactive subscribers.
The result
Reported annual email revenue grew from £100,000 to more than £1 million. The list grew modestly over the same period, so we were getting much more from the subscribers already there.