Campaign Performance Highlights

In 2024, I collaborated with an external agency to deliver 35 consumer communications, achieving outstanding performance metrics:

Revenue Generated: $256.9K in Email + SMS revenue, marking a 326% year-over-year increase.

Email Open Rate: 51.1% (Well above industry average)

Email Click Rate: 3.3% (Driving solid engagement)

Key Program Features:

Cross-Channel Campaigns: Collaborated with an external agency to develop campaigns that seamlessly integrated email with social media, enhancing subscriber engagement and reinforcing our brand’s messaging.

Brand Repositioning: Led the redesign of email templates for both B2B and B2C after a recent brand update, introducing a fresh, modern look that improved cross-client compatibility while maintaining alignment with updated brand standards.

SMS Integration: I oversaw the integration of SMS into our email marketing strategy, providing final approval on content and ensuring alignment with campaign goals and brand standards. The program achieved over 20% average click rates and 800% list growth (2.7K new subscribers), in the first year.

Campaign Strategy & Content

I collaborated closely with our external agency to deliver a unified and impactful email marketing program. While the agency managed deployment of email and SMS (and SMS copywriting, with my final sign off), I took ownership of crafting creative briefs and curating content, including imagery, copy, and sales information, ensuring every campaign aligned with brand objectives and seasonal opportunities.

Key campaigns included:

Product Launches: Oversaw content strategy and development for the relaunch of Napoleon’s charcoal product line, driving awareness and engagement through targeted campaigns.

Promotional Events: Led high-impact campaigns for retail milestones such as Black Friday and Boxing Day, driving significant revenue growth and fostering customer loyalty through exclusive offers and compelling messaging.

Seasonal Highlights: Supported contests, and seasonal promotions, including grilling-focused campaigns with recipes, tips, and product features, as well as hearth-season initiatives showcasing fireplaces and heating solutions for cold-weather comfort.

Email Marketing Laws and Regulations

As the expert on email marketing laws and regulations, I ensured that all campaigns adhered to CAN-SPAM and CASL regulations and best practices. I created and maintained the CAN-SPAM policy for the company, ensuring that we stayed compliant while driving growth and innovation.

Email Testing & Optimization

I believe that rigorous testing is crucial for campaign success. I use Email on Acid to thoroughly test all emails before deployment, ensuring that they are optimized for rendering across different email clients, devices, and screen sizes.

By identifying potential issues early, I ensure that emails maintain the desired look and functionality, improving user experience and engagement. I consistently monitor campaign performance and A/B test subject lines, copy, and CTAs to optimize open and click-through rates.

Data Management & List Hygiene

Maintaining a clean, healthy email list is essential for protecting sender reputation and achieving high engagement rates. I carefully manage Napoleon’s email lists, ensuring that data collected carefully and is cleansed when needed.

Key practices I implement include:

• Double Opt-In: Ensuring new subscribers confirm their subscription, which reduces the likelihood of spam complaints and enhances list quality.
• Segmentation: Creating targeted lists based on customer behaviour and engagement, improving the relevance and impact of campaigns.
• Engagement Monitoring: Continuously monitoring engagement metrics to identify and re-engage inactive subscribers, while also reducing the risk of deliverability issues.

These practices help us protect our sender score, maintain email deliverability, and ultimately maximize the effectiveness of our campaigns.

Conclusion

2024 marked a pivotal year in my email marketing career. I played a key role in enhancing Napoleon’s customer engagement strategies and driving impressive revenue growth. I led high-impact email campaigns, drove the successful integration of SMS marketing for the first time, and played a pivotal role in executing the launch of new product lines, ensuring alignment with overall marketing strategy and business goals.