email marketing | the giving keysIt all begins with a subject line, and a dream.
For two years, I practiced the art of the marketing email with The Giving Keys.
I balanced inter-departmental feedback, made the most of a small creative budget, and worked within the constraints of a rigid brand guide to ultimately produce the highest-performing work.
Through A/B testing and segmented sending with different copy options, I honed in on the brand’s email audience and increased clickthrough rates by 200% year over year, and through social activations, expanded their email list by 400%. When you’ve seen a huge jump in subscribers, it’s common to see a drop-off in email opens and conversions. But by using engaging storytelling, data-driven copywriting and intentional segmentation, we saw a 5% average conversion rate.
Photo and Creative Direction: Andrew William Charney (theandrewwilliam.com) Design: Marian Nutley (mariannutley.com)
Social Media Campaign | International Women’s Day
Brand Copy Overhaul | Joyn
Email Marketing | The Giving Keys
