Email Marketing

Solving for mobile

After starting at World Travel Holdings in 2012, I quickly learned that the company was focused on developing a mobile shopping experience. However, we weren't optimizing any of our marketing emails for mobile. We stood to lose out on a massive opportunity for the growing segment of users who would be opening emails on their smartphones.

I pioneered an initiative to develop a responsive CSS framework for all of World Travel Holdings owned brands & partner brand emails. By the end of 2013 the vast majority of our partner brand emails had been mobile-optimized (starting with JetBlue). We saw a significant lift in our CVO rates for mobile devices and accomplished the goal of making our emails mobile-friendly.

Building for scale

By late 2013 my team was evolving to manage over 12 weekly email campaigns and countless nurture, retention, and triggered emails. I attended an ExactTarget conference in Indianapolis and learned how I could apply the concepts of dynamic, componentized content to every aspects of how templatized emails are created. I was able to pilot a project where one master email template could be created and then branding, logos, styles, and even content is applied as the emails are being sent out.

This workflow saved hundreds of hours for both designers and copywriters. The result was a cleaner workflow and an automated process for delivering templatized nurture and retention emails into our customers inbox'.