Work: The Game Day, VP of Social & Marketing
Email & Newsletter Strategy
Background: The Game Day’s original newsletter, Back Office Buzz, lacked a voice and was mainly hitting spam inboxes. It was opening at an abysmal 3%. The previous manager had collected largely spam emails through sweepstakes. In taking over the project, I worked to take an email list of more than 30,000 and turn it into a conversion channel.
Strategy:
Moved email platform off of Hubspot to beehiiv.
Scrubbed email list of all duplicate and spam emails.
Ran seed test to evaluate success of current email list.
Revamped email strategy and brand, including voice and tone.
Started collecting better user data.
Segmented list by state and other user data to send targeted emails around new states launching sports betting and new offers, which has led to conversions.
Results: Improved open rate from 3% to 22%. Reached 1.3B impressions in 2023.