Buzzing with Engagement:
Weekly Member Emails
Created and planned the weekly "Member Buzz" email series for In-Shape Health Clubs
Curated content including events, contests, blog posts, trainer tips, and nutrition facts to engage members
Developed a standardized email design system, incorporating seasonal creative to align with ongoing campaigns
Maintained consistency across the email series while adapting to seasonal changes
Optimizing Engagement:
Data-Driven Email Strategy
Content Organization: Categorized content into four key areas—Get Fueled, Get Moving, Get Inspired, and Get Involved—within a structured content document.
Holistic Content Strategy: Developed a 365-day content plan that seamlessly integrated email and social media campaigns, ensuring consistent messaging and engagement across all platforms through a streamlined content calendar.
Email Segmentation: Implemented segmentation of the "Member Buzz" email series based on member types (e.g., seniors, first-time/new members, fitness-focused, weight loss-focused), utilizing survey data and activity tracking to tailor content to specific needs and interests.
With a focus on engaging content and a streamlined design, open rates ranged from 20-26%, while click-through rates increased from 0.95% to 1.5%, demonstrating the success of the revamped email strategy.
Building a Seamless
Email Design System
I developed a branded and templatized email system for In-Shape Health Clubs, which allowed for creative flexibility while maintaining consistency across campaigns.
Collaborated closely with the email deployment team to optimize the structure and export process from creation to development by establishing designer templates and developer (coded in the ESP) templates.
Streamlined the workflow, resulting in more efficient content delivery and eliminating confusion or extra work when certain designs couldn’t be implemented or didn’t meet digital best practices.
Maintained a design approach with simplified colors and typefaces, ensuring the personality of each piece was highlighted through imagery or animations.
Easily incorporated seasonal elements like illustrations and graphic designs into the established templates, keeping each email fresh and aligned with ongoing campaigns.
