Pivotal Innovation
Performance Marketing
Email Marketing
Project Overview
As part of Pivotal Innovation’s performance marketing efforts, I led the development and execution of an email marketing strategy designed to increase engagement and strengthen lead nurturing. The goal was to improve open and click-through rates through targeted content, refined segmentation, and continuous performance testing.
My Role
Strategy Development
I created a data-informed email strategy focused on delivering relevant, personalized content to key audience segments. This included analyzing previous campaign performance, defining engagement goals, and aligning email messaging with the company’s broader marketing objectives.
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Audience Segmentation
Using engagement behavior and CRM data, I implemented segmentation strategies to tailor messaging to different audience groups ensuring each campaign delivered value based on user interests, lifecycle stage, and engagement level.
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Content & Copywriting
I wrote and optimized email copy and subject lines for clarity, tone, and conversion. Each message was crafted to align with the brand’s voice while driving readers toward specific calls to action.
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Testing & Optimization
Through ongoing A/B testing of subject lines, content structure, and visual design, I identified high-performing combinations that improved open and click-through rates. Insights from these tests informed continuous optimization for future sends.
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Campaign Management & Reporting
I managed end-to-end campaign execution, including scheduling, testing, and performance tracking. Detailed reporting and analysis allowed for real-time adjustments and long-term strategic insights.
Outcome
The campaign achieved a 19% increase in open rate through refined messaging and segmented audience targeting. Click-through rate improved to 8.3%, driven by clearer calls to action and optimized content structure. Beyond these metrics, the project established a repeatable, data-backed email process that continues to guide ongoing marketing efforts at Pivotal Innovation ensuring campaigns remain efficient, targeted, and results-driven.