Email marketing

At SNP I’ve led our monthly newsletter, OH SN*P, for two years now, growing the open rates from 30% to 40-50% per send.

Prior to me joining the team, the newsletter was sent out sporadically to a small email list, supported by only a team of two. There was little to no direct connection to promoting the business’s products and only 30% of the audience opened the newsletter.

Since joining, I’ve implemented a new newsletter structure that’s simple for the audience to read, brings the audience to our other content channels, and culminates in a product promotion. Our content has helped our sales team spark conversations and continues to be a source of brand awaresness with our customers. It’s not unusual to see one recipient open an email 20 times!

Furthermore, I’ve created a system that keeps the work fun and manageable. Working on OH SN*P is an extracurricular for my colleagues. Many don’t have the time to consistently contribute to new content. I’ve strategically created evergreen pieces that can be re-used or packaged for multiple issues which frees up our team to work on their other content projects while still delivering a relevant and highly red newsletter. Each month’s issue kicks off internally with a brainstorm on pop culture, current events, and customer challenges that make our content engaging and relevant. Everyone gets to contribute and every idea is welcome. Our team has grown from two people to four and this year we’ve seen our open rate grow from 30% to between 40 and 50% per send.

And it’s a pretty cool newsletter too. Check out our Die Hard edition. Yes, you read me right—Die Hard.

(For more OH SN*P newsletters check out my samples section.)