Email Marketing Campaign
Led a 2-month email campaign for incoming students around shopFIU's orientation sessions, managed in Constant Contact. The goal was to raise open rates and bring more students to the trivia sessions and the feedback survey. Each orientation group received the same three-email sequence.
Role: Campaign Lead
Timeline: 2 months
Results
+35%
Avg. Open Rate
43% to 58%, including resends to non-openers
+2.5%
Survey Participation Growth year over year
Scope: Strategy, design, A/B testing, deployment, reporting.
Tools: Constant Contact
Client: shopFIU
Goal
The previous year's campaign was two emails (a day-before reminder and a day-after survey) with a 43% average open rate. The goal was to raise open rates and bring more students to the trivia sessions and the feedback survey.
A longer sequence
Expanded from two emails to three: an announcement a week before, a reminder the day before, and a feedback survey the day after.
Approach
A/B tested subject lines
Split-tested subject lines on 30% of the list (15% each) and sent the winner to the remaining 70%.
For the week-before email, an incentive-led line beat a curiosity-led question, 40.5% to 36.6% opens.
For the first survey send, “Orientation Recap: Everything you might have missed” beat “Share your thoughts about Orientation!”, 44.3% to 31.3%.
Mid-campaign iteration
After the first few survey sends drew only a 2.2% click rate, the next batch of sends rewrote the subject line around the incentive (“Now’s Your Chance to Win Free Merch. Complete Our Survey!”), expanded the merch image from a single t-shirt to a full bundle, and added a resend to non-openers. Survey button clicks rose to 27, maintaining a consistent 4.1% click rate.
Email redesign
Redesigned all three emails in one consistent format, adding merch images to reinforce the incentive.
