Generating Revenue through Email and Direct Mail

During my time at Waltman Ortega Fine Art, The Bass, and in the early years at SonderMind, I was responsible for managing the CRM systems for each organization, executing and developing lifecycle strategies for specific customer segments to target through email and direct mail campaigns. I worked with local and national printers, fulfillment and drop-shipping contractors, postage permits, and various databases–including Mailchimp, Constant Contact, Hubspot, and Altru. 

Specifically at The Bass, I led the integration of mapping data from our operational database, Altru, to sync with our Mailchimp account, enabling us to implement the first automated lifecycle email campaigns to members, donors, program participants, visitors, and other segments. In partnership with our development and operational management, I concepted, designed, wrote, and built a lifecycle strategy to attract, nurture, convert, retain, and re-engage core segments of our database to directly impact and track generated revenue from email and direct mail tactics. 

In nearly two years we grew our email database from several thousand to more than 35,000 engaged contacts, with a 50%+ open rate and 5%+ CTR well above average industry metrics. I implemented GDPR compliance measures and sold out the annual art pass program with a single 3-email drip campaign, among other similar examples. We also deployed regular direct mail campaigns for programming and exhibitions, segmenting members and purchasing zip code lists for targeted campaigns. When paused to test out a more digital-forward strategy, we learned how impactful they were with a signifitant drop in program registration, optimizing an integrated approach. Part of this work involved my initiation of a "pay wall" for museum visitors to access our free wifi, requesting contact information prior to allowing for their connection. 

At SonderMind, I've coordinated several direct mail campaigns, including Medicare-related marketing targeting consumers with Medicare and Medicare Advantage plans, as well as partnership welcome kits–containing promotional collateral and branded swag for medical practices and doctor's offices referring patients to SonderMind for therapy or psychiatry. I also managed our Hubspot account for several years, organizing customer segments, identifying automations, and deploying regular newsletters. I then played a critical role in advocating for our current platform, Iterable, now managed by a full-time lifecycle marketing team. I work alongside this team to develop templates and copy for automated and manual campaigns. Most notable is our engagement rates with current providers, consistently with 65%+ open rates and 8%+ CTR.

Click on the images below to view a selection of targeted emails from my work at The Bass and SonderMind.