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Lead email strategy and implementation for the 4-H brand and Shop 4-H e-commerce business units
Develop creative and captivating email marketing campaigns in support of the 4-H brand, digital products and e-commerce.
Oversight of the day-to-day execution of brand and e-commerce email channels, supported by an agency.
Develop and maintain complex automation rules and triggers, personalized workflows, dynamic content sections, nurtures, and list segmentation
Continuously modify existing HTML email templates using the latest mobile-friendly and responsive design techniques, ensuring templates are regularly meeting industry best practices
Troubleshoot email deliverability challenges and identify actionable, creative solutions to ensure our consumers are receiving and opening emails
Pull segments and schedule emails to find the "right email, at the right time" for our consumers
Lead the collection, curation and development of content across email communications
Support the development of, and execute on, creative testing models to ensure content is appropriate for target audience and provides positive customer experience in line with business goals (email)
Work directly with stakeholders across 4-H to collect content for regular emails per standard timelines
Serve as the lead in editing the content to ensure “one voice”
Proactively QA content in automated email streams to ensure accuracy, appropriateness and timeliness – suggesting edits/updates as needed
ANALYTICS, REPORTING & TESTING
Responsible for reporting on email and campaign performance, including list revenue generation, hygiene, engagement and retention indicators
Partner with channel managers to ensure business goals are captured in cross platform tracking for a 360 view of customer engagement and conversion
Responsible for testing and QA of all emails prior to deployment, including securing stakeholder approval on proofs
Build testing plans to gain insights at the individual, campaign and strategy levels (i.e., email templates, subject line testing, content testing, send time and automation testing for cadence, content, etc.)
Leverage and understand email marketing campaign performance data to drive ideation and testing of new campaigns based on historical data
DATA & GUIDELINES
Work in close partnership with CRM team to develop audience segments and marketing lists to support email distribution
Support data hygiene efforts and develop email deliverability best practices
Establish best practice processes to keep database clean and engaged, adhering to CAN-SPAM and GDPR guidelines.