Email Marketing Campaign
Jacalyn Beales
How I revolutionized email at a well-known HR Tech company
During my time at this organization, I helmed the company's first conversion content marketing function, before moving to Demand Generation to revolutionize the company's lifecycle marketing initiatives. A large focus of these activities surrounded email marketing, and optimizing the company's decade-old email strategy.
Key activities
Reorganized and cleaned company's entire database, focusing on data hygiene
Streamlined campaign and reporting setup in Marketo and Salesforce, working alongside Marketing Operations
Entirely revised existing email channels to focus on high-intent audiences by building segmentation, lists, dedicated nurtures, and outreach sequences for Sales teams.
Focused on creating a full-funnel customer email journey
Key results
Drove $924K email-influenced pipeline through content and format experimentation, copy improvements, prospect research, and segmentation optimization.
Developed the company's conversational chatbot, email nurture, and newsletter strategies:
Strategically helped improve avg MQL to SQL conversion from 21%-37% with targeted email campaigns, focusing specifically on MM and ENT segments.
Worked with Demand Gen to position email as 1 of the company's top 3 MQL-producing channels
Email became main channel through which virtual events were promoted.
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Posted Nov 11, 2023
Implemented a highly successful email marketing strategy that resulted in a 42% average open rate and 9% average click-through rate for the brand.
