Email Marketing
The Publishing Partnership Program was an email marketing campaign to distribute data usage updates and company news to clients of Taylor & Francis, such as editors and society business partners.
Amanda worked extensively on this program, including the email marketing strategies, logistics, creation, and send of the emails. She improved various parts of this campaign, such as transforming the campaign into a transactional email meaning the email could be sent to any Taylor & Francis recipient regardless of marketing opt-in status.
Company:
Taylor & Francis
Skills applied:
Email marketing, email analytics, Marketing Cloud, Salesforce
Email Example
The email campaign consisted of 2 different types of emails. Each quarter a data-driven email would be sent, such as the example. Between the quarterly sends would be non-data driven emails. These emails consisted of company wide updates that would directly impact the recipients. An example of an update would be the layout of the website being changed.
Amanda created the design, layout and images in every email send. She pulled the data that used in the data-driven emails from PowerBI, and collected the company updates from various departments for the non-data driven emails.
The emails were created and sent in Salesforce’s Marketing Cloud. Amanda was also in charge of email analytics and presentation of campaign development to senior leadership.
As she worked on the campaign, Amanda continued to improve the emails each month such as making the emails transactional to send to more recipients, including more usage stats, and creating a survey for the email to collect feedback from the recipients.
improved the open rate from 12% to 89%,
and CTR from 1% to 62%
Since the email campaign was continuous and sent monthly, Amanda tracked her own progress with the campaign.
When she started with the campaign, it yielded an open rate of 12% and a click through rate of less than 1%.
After the various improvements Amanda made such as design, included material, layout, etc. she improved the results to an open rate of 89% for data driven emails and 55% for non-data driven emails, and a click through rate of 62% for data driven emails and 44% for non-data driven emails.
