Project Type:
Email Marketing, Graphic Design
Software + Tools:
Figma, Mailchimp
Problem:
This is a volunteer project I acquired through CatchAFire. The email marketing goal of the
non-profit aimed to update
the design of the newsletter and eliminate the need for overwhelming and long bilingual emails.
Solution:
First, I conducted subscriber data analysis for the purpose of segmenting the audience
based on their English or Spanish preference. As I waited for the data to come in I focused on
building a modern and sleek email template in an easily digestible format
that provided the user with a concise user experience. In addition, I added conditional merge
tags which show or hide content that was relevant to the language of the user.
Using this method my client is able to reach all subscribers using only one email campaign,
rather than sending two separately built emails.
Impact:
Comparing seven previous bilingual campaigns to the seven following language focused campaigns
we discovered a 6.3% increase in opens, and a 2.7% increase in clicks rate.
These substantial improvements validate the importance of targeted emails, relevant content,
personalization, and compelling CTAs.
To provide content for these metrics, the non-profit received emails from subscribers in direct
response to the updated newsletter stating that they were very happy with the changes
because it was much easier to navigate. Knowing that I helped food advocates and those who are
seeking food obtain the information they needed to better the community is a proud moment in my
email career.
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