📩 How a Well-Executed Email Marketing Campaign Increased Engagement by 18%

During my internship as a Digital Marketing Analyst, I led an email re-engagement campaign targeting inactive users. By combining data-driven insights with strategic A/B testing and personalization, we transformed a passive list into an active, high-performing audience.

🎯 Strategy Overview

Our primary objective was to reignite engagement from users who hadn’t interacted in over 30 days. To achieve this, I implemented a multi-step strategy:

• Segmentation: Divided the audience into three key segments—recently inactive (30–60 days), long-term inactive (60+ days), and a high-engagement control group.

• A/B Testing: Experimented with various subject lines, CTA formats, and send times. Results guided future content design and scheduling.

• Personalization: Customized email content using user names, past browsing behavior, and product category preferences.

• Design & Optimization: Ensured responsive layouts and fast load times using Google Lighthouse and email preview tools.

📊 Results

The campaign showed impressive results in just two weeks:

• 📬 Open Rate: Increased by 18%

• 🔗 Click-Through Rate (CTR): Improved by 12%

• 👥 Re-engagement: 9.5% of inactive users returned

• 🧹 Bounce Rate: Dropped significantly after list cleaning and better deliverability tracking

🛠 Tools & Platforms Used

• Mailchimp – Campaign setup and automation

• Google Analytics – On-site engagement tracking

• Power BI – Data visualization and campaign reporting

• Google Lighthouse – Email performance and accessibility auditing

✅ Key Takeaways

This project reinforced how data segmentation, A/B testing, and personalization are essential to modern email marketing. It’s not about sending more emails—it’s about sending the right email to the right user at the right time.