Increasing new customer enagement through email automation journies

Background and Opportunity:

BIBLIO’s email automations were dated and underperforming. They were created using an old software that had poor design capabilities. I knew right away there would be a significant opportunity to drive engagement with our hands off the wheel by updating these journeys. 

Action + Branding Update: 

The first step was a team strategizing exercise of creating customer personas. This helped us identify and create three primary segments of audiences: book lovers, book collectors, and academics. 

We then mapped out a customized welcome journey consisting of 5 emails each to each of these three segmented audience types. 

My role (Katie, CEO) was to set up the journey maps, subjects, and recommended outline for each email. 

Optimizing Content for Target Country:

The content writer wrote the copy in both Spanish and English, personalizing the copy for each country of origin, and the email marketing specialist set up the automations in Mailchimp.