Email allows a targeted, personalized communication with customers and participants, with the ability to segment down to a mile’s location. Emails typically have a high open rate ranging from 50-70%, providing a cost-effective way to reach a large audience. I have been responsible for campaign and flow emails leading to repeat purchases, subscribers, participants and earned brand loyalty.

Email Marketing

Some may suggest that email marketing is outdated. Simply put, it’s not.

Successful email marketing requires strategy, content planning, and most importantly captivating content that makes your subscribers to want to open your emails when they see them in their inbox. We are all guilty of hating promotional emails and hitting the unsubscribe button without reading any content. Our goal in content marketing is to make sure they don’t do that.

Boston Athletic Association

Non-profit. Target: Participants and Community

The B.A.A. was in dire need of a refresh, both in style and strategy when I arrived. With a complete redesign of our marketing email graphics, templates, and targeting strategy - led by and designed by me - we were able to return unheard of open and click rates within one year of implementation.

50%+ open rate - 170,000+ per email

Sold out events at record pace - typically in a days time

Increased participation and awareness

E-Commerce. Target: Prospective and returning customers

TB12 was a well-oiled machine when I arrived and was in need of customer retention and site traffic to drive brand awareness. Purely through strategy and innovative design, we increased click rate over 8 months by 13% and open rate by 9%, respectfully.

TB12

Increased revenue from higher site traffic

Go-to-Market Planning

Each season, campaign, or product launch begins with a go-to-market plan, where I concept what the year will look like, then break it down into core objectives for the brand.

After these objectives and key moments in time become clear, a go-to-market plan can then be created, presented, and solidified.

Seasonal Overview

Promotional

Key Objectives

Content Plan

80%-90% open rate - 270,000+ per email

Transaction flow enhancements

Higher retention through subscriber promotions

Comprehensive

Brand communication satisfaction reached an all-time of 97% in 2024

Content Calendar

Each week is carefully planned, briefed, and assigned to a designer to complete. Internal dates are communicated to ensure deadlines are met for copy review, creative review, and final approval.

SMS messages are composed, tested, and written - then scheduled.

Plan, brief, assign

Craft, test, schedule

There are many free and cheap tools available to run your content calendar. I have used everything from Google Sheets to Monday. My favorite is ClickUp. It’s simple, easy, collaborative with your team, and offers integrations with many softwares the company or organization already uses.

After breifing an email, I typically import the brief into ClickUp and add the correct people to the project to begin work. Here, timelines and deadlines - as well as all communication about a project - are transparent and available for everyone.

Content & Media Planning

Content planning is essential for all facets of marketing as it helps to ensure that the brand is aligned with the overall marketing goals, target audience, and brand identity. It helps to streamline the content creation process, ensure consistency in messaging, and prioritize resources for maximum impact.

By having a content plan in place, we can better measure the success of our content and make informed decisions for future campaigns.

  • Project Name: 10/27 Email: Thursday Gameday (LFG)

    Due Date: 10/24 Review, 10/26 Revision, 10/27 Deliver

    Overview:

    Block 1: Gameday/Vintage LFG
    Block 2: Longevity

    Obective: Drive traffic to site for Vintage LFG collection sales + blog content on longevity

    Content:

    BLOCK 1

    Header: VINTAGE LFG COLLECTION
    Sub-header: Bucs vs. Ravens on Thursday Night Football
    Copy: [Product image, product block]
    CTA: Shop LFG Collection
    Link: https://tb12sports.com/collections/tops

    ______________

    BLOCK 2

    Header: KEEP GOING
    Sub-header: TOM'S KEYS TO LONGEVITY
    Copy: Tom accepts no limits, challenges convention and expands possibilities, giving hope to athletes everywhere that no matter where you are in your journey, you can always grow, and you can always stay in motion. He’s still here. He’s still pushing the limits. He’s still winning. <B><I>And so can you.</B></I>
    CTA: Learn More
    Link: https://tb12sports.com/blogs/tb12/tom-brady-longevity

SMS Strategy

SMS marketing is a highly effective strategy for businesses to directly reach their target audience. With open rates as the highest of any medium, SMS provides a quick and personal way to communicate promotions, offers, and updates. We can build a list of customers (and prospects) who have opted-in to receive messages, ensuring higher engagement and conversion rates.

SMS marketing also allows for a high level of segmentation, allowing us to send targeted messages to specific groups within the customer base.

Through my strategy and implementation at TB12, we were able to reach elite metrics in SMS reporting:

>90 % Open Rate

15% Click Rate

Over $100,000 in revenue on
$14,000 investment

In just 6 months

How we did it:

Compelling Content

0.3% Unsubscribe Rate

Timed to Key Moments in Time for Brand

Flow/Journey Implementation

Offers & Promotions

Add value props above the fold, cater to your audience, and stop taking your brand so seriously.

In my positions, we’ve been able to accomplish: