As the Global Director of Digital Marketing, I was responsible for email marketing and marketing automation for several global business units and product lines. To best solution this marketing channel while ensuring we were providing relevant, helpful and insightful messaging and content, we conducted a strategic customer survey program that assisted in outlining the different segments and the specific types of communications they would like to receive.
The examples you will see below are just some of the ways we built out targeted communication strategies across the different business groups and segments. Our digital communications had a wide range of strategies behind them. Here are some of the key focus areas we delivered via email:
- Technology updates and up-sell opportunities
- How to’s and training opportunities
- Conference and seminar information
- New customer acquisition / lead gen
- Lead nurturing opportunities
- Lifetime Value building
Throughout the continual optimization of these programs, we saw significant success in increasing key measurements in the channel; ranging from open rates to click through’s to conversion rate increase. As part of my leadership and oversight, I was also responsible for the technology solutions that ran our digital email channel. Along with this management, I led the integration of any new acquisitions to our email solution provider, driving operational cost savings, enhanced data security, integrated analytics as well as brand protection.