Growing Email Engagement

Analysing the marketing funnel and user journey’s to increase email engagement and nurture opportunities.

Objective

Unlock value from a large segment of dormant prospects who were not receiving email communications, with the goal of increasing overall prospect engagement and nurturing the dormant segment into active leads.

Action

Taking the initiative to review internal data, I discovered a significant number of CRM prospects who had never entered any email flows - a problem for a business investing heavily in lead acquisition. To address this, I took the following steps:

  • Analysed the marketing funnel to understand the current process, including how teams interacted with and updated data, and how data is supposed to flow.

  • Mapped the existing prospect journey, identifying when emails were sent and which data fields were being used, to uncover gaps and opportunities for better engagement.

  • Cross-referenced data fields across the CRM and email platform, uncovering mismatches (e.g. outdated field names) that prevented prospects from being captured in segments.

  • Optimised existing automations by correcting data mapping issues and ensuring prospects were correctly entering the right journeys. While building a roadmap of recommendations for further automation improvements.

  • Scoped out new automation opportunities, identifying where a new series would best fit into the journey, with a focus on the first year of the prospect lifecycle.

  • Presented findings and recommendations to internal stakeholders, gaining approval to implement the highest-impact changes and automation first.

  • Wrote copy for the new email series and collaborated with the internal creative team on visual design.

  • Worked with internal teams to refine segmentation and exclusions, balancing commercial value with broader brand awareness thinking.

  • Briefed external agency on automation logic, ensuring correct data fields were included, reviewed builds, and signed off on implementation.

Result

  • +20% increase in Open Rate for the new series compared to existing prospect email flows

  • +173% increase in Click-Through Rate for the new series compared to existing prospect email flows

  • Increased attributable newsletter subscribers, along with long-term commercial opportunities.

A self-started project that turned overlooked data into an opportunity. I took this project from insight to execution, delivering measurable performance gains and laying the foundation for stronger long-term prospect engagement.
The improvements to existing processes and identification of future opportunities stemmed from my natural curiosity, data-driven mindset, and a focus on putting the business I’m working with first.