Email Marketing
Mimeo Photos Email Campaigns
2023-Present
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In my current role at Mimeo Photos, I am responsible for all aspects of our email marketing from concept to design to implementation. I send multiple emails each week to both the Mimeo Photos and Motif Photos customer base across 20 targeted countries in 10 different languages.
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I create our content and campaign calendar, manage all associated projects in Asana with my team, determine the creative direction and color palette for each campaign, design the emails in 10 different languages, and build them within HubSpot.
I am also responsible for measuring and reporting on KPIs such as conversions, open rate, click-through rate, and unsubscribe rate.
Tombow Email Campaigns
2015-2022
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For 8 years, I managed all aspects of Tombow's email marketing. Over the years, we transitioned platforms from Mailchimp to Listrak to Klaviyo.
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When I joined the company, we used Mailchimp as our email service provider and quickly outgrew the platform. Our next platform was Listrak, which is extremely robust but not user-friendly. I easily learned the Listrak platform and was able to update the look and feel of our emails to be more professional and appealing to our customers.
However, after several years of using Listrak, I felt that we could move to a more cost-effective and user-friendly email service provider to make better use of our limited budget. This move saved the company $24k annually in fees and led to a massive increase in email conversions.
I worked with an agency to assist with the back-end setup and migration to Klaviyo, and focused on learning the new platform and training a colleague to use it as well.
I created all of our new email templates, set up targeted customer segments, and created dashboard reports. In my role at Tombow, I was responsible for managing all consumer-facing email marketing, which involved establishing the content calendar, providing creative direction on design, building and scheduling the emails, creating targeted segments, building workflows, and analyzing/reporting on performance.
Tombow Email Welcome Series & Pop-Up
2020-2022
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Development of the Tombow USA website pop-up and email welcome series.
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I worked closely with our agency partner to develop and implement our website pop-up and email welcome series during the process of migrating email service providers from Listrak to Klaviyo.
This involved cross-functional communication between myself, the agency partner, our e-commerce team, and our graphic designers.
I managed this process by providing creative direction for all assets that needed to be designed, as well as working with our agency partner to develop the email workflow in Klaviyo. I wrote all copy for the welcome series and approved all final designs. At the time of my departure from Tombow, this series had a 65% open rate and 15% click rate for past purchasers and a 46% open rate and 11% click rate for new customers.