AccuWeather Email Marketing Campaigns
Emily Abernathy
Case Study
Project Description
Introduction
As an Email Marketing Specialist at EBQ Marketing and Sales Agency, I was assigned this project on my first week. The previous resource had been promoted, so I had big shoes to fill. The client AccuWeather Enterprise Solutions (AES) is a leading provider of weather forecasting services for businesses worldwide. The company offers a suite of solutions designed to help companies make more informed decisions about weather-related risks and opportunities for businesses. AccuWeather approached EBQ for assistance in creating and implementing effective email marketing campaigns that would help drive leads and conversions. AccuWeather has 2 primary products, a consumer version and a B2B version, we were in charge of the B2B version.
The problem-solving approaches used to fulfill requirements:
To develop the comprehensive email marketing strategy, I conducted in-depth research into the target audience, including analyzing their interests and behavior patterns. Based on the research findings, I worked with the AES team to develop customized email marketing campaigns that would resonate with their audience. I also provided copywriting services to craft engaging and informative content that would effectively communicate the company's message. Additionally, to ensure a smooth transition from MailChimp to Marketo, I conducted extensive testing and provided training to the team to ensure they were comfortable using the new software. Throughout the project, I also provided quality assurance services, including intensive reviews and editing of copy to ensure no duplicates, errors, or gaps in processes. Lastly, I created detailed weekly reports on leads and conversions via email marketing campaigns accompanied by visual presentations to help AES understand the performance of their campaigns and make data-driven decisions.
Challenges faces and how they were overcome:
One of the challenges we faced was a disconnect between the lead gen department and email spam standards. We discovered that some leads were receiving emails they had not signed up for, which could have led to spam complaints and damaged our reputation. To address this issue, I ensured that complaints were promptly addressed, double-checked that people were removed if they had not unsubscribed already, and reported to the lead gen department and higher-ups.
Another challenge we faced was transferring from MailChimp to Marketo. We needed more landing page capabilities for campaigns and emails. To overcome this, I conducted extensive research and testing to ensure a smooth transition, and I provided training to the team to ensure they were comfortable using the new software.
What revisions were made:
Throughout the project, we made several revisions to the email marketing campaigns, including adjusting the frequency and types of content sent. We also revised our list management processes to ensure that we were targeting the right audiences with the most relevant content.
What impact was made:
I am happy to share that my work with AES on their email marketing campaigns was a tremendous success. I am particularly proud of the following achievements:
Firstly, through our email marketing campaigns, we were able to generate an individual revenue impact of over $370,000 in Q4 of 2018 alone. This was a significant achievement for the company, and it demonstrated the effectiveness of our email marketing strategies in driving leads and conversions.
Secondly, I was able to develop a strong relationship with the client and management team. By building trust and communicating effectively, we were able to work collaboratively to achieve the project's objectives. This strong relationship also allowed for open communication and feedback, which was vital in refining and improving our email marketing strategies continually.
Finally, I am proud to have been responsible for spearheading the B2B email marketing administration, coordination, management, and strategy of one of the biggest software providers in the weather forecast industry. Wearing multiple hats allowed me to have a deep understanding of the project's various components, which was essential in providing effective solutions and addressing issues promptly.
Overall, these achievements demonstrate success and highlight the value of a comprehensive and tailored email marketing strategy in achieving business goals. I am proud to have played a significant role in this project and to have delivered results that made a tangible impact on the company's success.
Work Samples
Utilizing MailChimp, Basecamp, Marketo, OntraPages, and Microsoft Suite, we implemented email marketing automation and highly targeted audience outreach.
Email Marketing Automation
Email marketing campaigns
Landing pages with forms for campaigns
Mobile versions of landing pages and forms
