LG Email Segmentation Program
Email Marketing / Segmenation / Data Analysis / StrategyGeneral Info
Revamped and took the LG Email Program to the next level, by implementing a segmentation strategy to keep subscribers engaged through relevant content.
Project Details
Analyzed database subscibers of 80K against industry best practices, email engagement metrics, and web traffic activity. The results proved that better personalization was required in order to improve open rates and clicks. Also, the email marketing server database workflow needed improvements for better deliverabability.
Results
I understood that the database of 80K emails contained bad data, which was visible through the metrics. I created the strategy, plan and executed a "Shame on Us for Not Doing House-Keeping" campaign. This campaign was meant to identify "active users" and separate them from "inactive users". Afterwards I organized the database into possible combinations and executed a "We're Making Improvements" campaign. Emails contained smart-tracking to monitor users click behaviors. The purpose was to segment the database by business unit and at times by products. After seeing much success from these past two campaigns, I then created a next strategy and plan to grow subscribers. I did this through: search ads, product web pages, social media, and blog posts to name a few.
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