The CHALLENGE

When a former, highly-cherished employer reached out with a brand new Klaviyo account and asked if I would be interested in building their email/SMS strategy and content from the ground up, it was an easy yes. Instagram had been the lead generation and retention hub of the brand for the past decade, but as the landscape of social platforms began to change rapidly, the channel could no longer be relied upon to fuel conversions and drive revenue. The 10+ year-old brand had a loyal email following that was largely un-nurtured and very slow to grow.

the Approach

Before proposing a strategy or providing an overview of what could be for the two channels, I started our new chapter with some key questions.

• Where are we? What is the current email list size? What portion is engaged in the campaigns that are sent out? What is the average percentage of revenue that can be attributed to email? Do you have a text subscriber list? Are there any automations in place? How do you currently generate new email leads? What are your primary traffic sources?

• What is possible? Once I knew what we were working with, I talked the leadership team through an overview of what I believe are the key components to a successful email/SMS strategy. By leveraging these tools and practices as well as establishing goals for the channels that aligned with the larger sales and marketing KPIs, we could then determine a trackable strategy.

• What will our tailored approach look like? I then created a recommended scope of work that aligned with the brand’s unique values as well as the goals we had set. As part of the implementation, I created KPI tracking tools to monitor our progress WoW and YoY.