WXW (Women's Exchange of Washtenaw)

CLient

WXW (Women's Exchange of Washtenaw)

Services

  • Email Marketing Strategy
  • Email Marketing Operations
  • Email Marketing Design
  • Email Marketing Copywriting

Deliverables

  • Email campaigns written and designed
  • Fully migrated and set up Email Service Provider
  • Welcome Series
  • Abandoned Cart Emails

Industry

  • nonprofit
  • professional association

Project Info

Background

WXW is a professional networking group for women located in Ann Arbor, MI.

They host monthly luncheons and workshops as well as an annual conference.

When we started working with them, they were using an email service provider that didn't allow for proper segmentation or event data management.

They needed campaigns that drove event registrations as well as personalization capabilities that would stop emailing people once they registered for an event.

Solution

We moved them into an Email Service Provider that made data management easy as well as automation and segmentation.

We were able to track email performance after that.

The goals for their email campaigns.

  • Drive event registrations and sponsorship.
  • Introduce the mission of WXW to newbies who weren't familiar with the organization.
  • Reduce unsubscribes by personalization campaigns.

campaigns

THE WORK

Over the course of 2 years we

  • Cleaned up their database
  • Migrated to a new CRM/Email Service Provider
  • Launched nearly 96 email campaigns
  • Created a welcome series that introduced the organization and encourage event registrations
  • Set up an e-commerce system to make ticket and sponsorship purchases 10x easier for everyone.

 

The Results:
  • Half of all event registrations came from email campaigns.
  • Email campaigns contributed to over half of sponsorship dollars.
  • List churn dramatically dropped.
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