United Fray Email Engagement Strategy
For United Fray (parent company that includes DC Fray, JAX Fray, and PHX Fray), email marketing has been a strong revenue generator for many years. In 2020, quarterly goals were set to reignite our email strategy and increase open and click through rates to exceed previous standards.
Tactics including popular trends, personalization tokens, and deadline reminders started to rebuild open rates while simplified content structures improved click through rates. However, there was no consistent pattern that spoke to a steady result.
After several months of A/B testing and tracking email analytics, I began to analyze the segments and moving more engaged subscribers into one segment and inactive subscribers into another cohort. Engagement was based on several factors including campaign activity (opens and clicks), member rating, type of engagement, as well as IP location.
In the first two quarters of 2020, through improved segments and campaigns dedicated to increasing subscriber engagement, open rates have increased 3% year-on-year, with an overall average open rate of 14% in Q1 and 17% in Q2.
Key Responsibilities
Audience engagement analysis
Email content and design analysis
Email data tracking & comparative reporting
Variable testing
Content creation
Funnel & preference segmentation
