Denitsa Rakitska
CONTENT & BRAND STRATEGY
EMAIL
COMMUNICATION PLANS, WORKFLOWS, & SEGMENTATION
THE OBJECTIVE
Create a transparent & scalable email marketing model based on email best practices to meet Rice University's lead nurture & lead conversion goals for its Glasscock School of Continuing Studies professional development courses
THE SERVICES
audience research & segmentation
email workflows - definitions, timing, duration, & exit triggers
email workflow requirements gathering & workflow mapping
topics ideation
THE RESULTS
141% to goal of projected course registrations
1.9x return on investment
EMAIL TEMPLATE DESIGN & COPY
THE OBJECTIVE
Redesign, optimize, & relaunch email marketing campaigns for the executive education programs, courses, & certificates offered by the Johns Hopkins University Carey Business School
THE SERVICES
historical performance evaluation of open, click-through, read, bounce, & spam rates
competitive analysis
de-duplication of mailing lists & Salesforce database clean-up
audience segmentation by attributes & prior engagement behavior
messaging frameworks by audience type
e-commerce-style email workflows
annual editorial calendar, email copywriting & editing
design layout & templatization
A/B testing & performance tracking
project management & process operations documentation
THE RESULTS
2x more generated revenue from email alone (from $2M to $4M in 11 months)
3x higher average click-through rate
15% jump in open & read rates
