Growing Email Engagement

Analysing the marketing funnel and customer journeys to improve email engagement and nurture prospect 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 converting dormant contacts into active leads.

Action

  • Analysed the marketing funnel to understand lead entry points, how teams interacted with and updated data, and how data is supposed to flow between systems.

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

  • Cross-referenced CRM and email platform data fields (two separate but integrated platforms) to uncover mismatches (e.g. inconsistent data field names) which prevented data from being segmented correctly.

  • Optimised existing automations by correcting data mapping and data field issues.

  • Built a roadmap of recommendations for further automation opportunities and improvements.

  • Identified new automation series’ where there was opportunity to improve the existing customer journeys.

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

  • Wrote copy for new email series’ and collaborated with the in-house creative team on visual design.

  • Refined segmentation and exclusions with internal teams, balancing commercial value with broader brand awareness. While filtering out unengaged data.

  • Briefed external agency on the automation logic, ensuring accurate data field inclusions.

  • Reviewed and approved final email builds and automation for launch.

Result

  • +20% increase in average Open Rate for new series vs comparable prospect automations.

  • +173% increase in average Click-Through Rate for the new series vs comparable prospect automations.

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

A self-started project that turned overlooked data into an opportunity, delivering measurable performance gains and laying the foundation for stronger long-term prospect engagement. A significant number of leads had never entered any email flows - a missed opportunity for a business heavily investing in lead acquisition.

The improvements to existing processes and the identification of future opportunities stemmed from natural curiosity, data-driven mindsets, and a focus on putting business needs first to enhance marketing operations. This involved working closely with data and IT teams to improve infrastructures and internal processes.