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WXW (Women’s Exchange of Washtenaw)

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.

Promotional Resource Group

Promotional Resource Group

CLient

Promotional Resource Group

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

Industry

  • e-commerce
  • retail
  • custom swag

Project Info

Background

When the pandemic hit, PRG’s primary customers were marketers.

They helped marketers stand out at trade shows with high-quality, custom swag.

After trade shows disappeared practically overnight, they were able to pivot to providing employee-centered swag for the massive shift to virtual work.

Changing markets takes time, and they needed a way to get the word out that who they served had changed as much as how they serve.

Solution

We reinvigorated their email marketing program by cleaning up their database and sending thought leadership-oriented campaigns to warm up their email list.

The goals for their email campaigns.

  • Reactivate their old list of contacts.
  • Nurture to a sale without hitting subscribers over the head with it.
  • New deals registered.

campaigns

THE WORK

We warmed up their old list with content-focused campaigns.

That content revolved around engaging employees AND customers virtually through custom, high-quality swag.

That meant giving their audience ideas on what kind of swag to send for specific occasions and purposes.

 

The Results:

Several positive replies that these campaigns were a “breath of fresh air”.

One $40k deal was booked after 2 email sends.

Boss Ladies Referral Crew

Boss Ladies Referral Crew

CLient

Boss Ladies Referral Crew

Services

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

Deliverables

  • Daily social media campaigns
  • Weekly email campaigns
  • Email Automations (Abandoned Cart, Welcome Series, etc.)

Industry

  • professional networking
  • membership

Project Info

Background

Boss Ladies Referral Crew is a membership business for entrepreneurial networking.

This startup was in need of converting leads from her rich site traffic.

Site traffic is amazing, but if it’s not converting, it’s not helpful.

Solution

Instead of dropping new subscribers on to an email list and hoping for the best, we built an entire sequence that nurtured the new relationship.

The goals for their email campaigns.

  • Increase lead retention
  • Increase first-time event attendance
  • Educate new leads on boss ladies’ membership model.

campaigns

THE WORK

I wrote and built an automation that nurtured new leads to familiarize themselves with the Boss Ladies brand and guide them to signing up for their first event.

View the sequence of emails below.

McGuire’s Barber Shop

McGuire’s Barber Shop

CLient

McGuire’s Barbership

Services

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

Deliverables

  • Daily social media campaigns
  • Weekly email campaigns
  • Email Automations (Abandoned Cart, Welcome Series, etc.)

Industry

  • b2c
  • barbering

Project Info

Background

McGuire’s Barber Shop was a small old-fashioned barber shop located in Ann Arbor, MI. It’s now closed after the owner retired.

The barber chairs were lined with real leather, there was always a game on the 17″ TV in the corner, and University of Michigan paraphernalia lined the walls.

In a highly transient college town like Ann Arbor, acquiring new customers was part of a robust marketing strategy. That means having a digital presence in order to be easily found.

The problem was the owner was not comfortable with digital media. 

Solution

A basic website was needed in order to be found by new community members and an email campaign to match.

The goals for their email campaigns.

  • Create a digital home for the barber shop so that new residents could see the business online.
  • Build a website to match the look and feel of the humble, old-fashioned barber shop.
  • Provide incentive for website visitors to come in for a hair cut.

campaigns

THE WORK

I created a simple website that reflected the in-person experience of the barbershop.

Then, we created an offer to drive website traffic to the storefront.

Below, you’ll see a screenshot of the website and the welcome email delivering the offer.

Southern Season

Southern Season

CLient

Southern Season

Services

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

Deliverables

  • Daily social media campaigns
  • Weekly email campaigns
  • Email Automations (Abandoned Cart, Welcome Series, etc.)

Industry

  • e-commerce
  • retail
  • gifts hospitality
  • specialty food

Project Info

Background

Southern Season is a specialty food retailer brick and mortar with an e-commerce presence as well as an adjoining restaurant and cooking school located in Chapel Hill, NC.

During my time as a Social Media Coordinator they were going through a high growth phase – expanding to new markets in Mount Pleasant, SC, Charleston, SC, Richmond, VA, Raleigh, NC and Charlotte, NC.

Since then, they have gone through some ownership transitions and are now permanently closed.

I handled over 30 social media accounts for all locations and their adjoining businesses. I also strategized and executed their email strategy.

Solution

Segmentation of a variety of markets and business categories became the name of the game.

The goals for their email campaigns.

  • Deliver geo-targeted messaging.
  • Keep subscribers warm and on the list.
  • E-commerce and retail sales.

campaigns

THE WORK

We sectioned off each week to deliver emails that targeted each of our goals.

One email for engagement (usually involving a recipe), one email that promoted in-store services/products, and one email that drove e-commerce sales.

The Results:

Email brought in over 30% of holiday e-commerce revenue.