My Role

Email newsletters had low open and click-through rates, with inconsistent content engagement.

My goal was to create newsletters that captured attention, provided value, and aligned with the Sally Beauty brand objectives.

I was responsible for crafting subject lines, headlines, body copy, and CTAs. I also collaborated with the marketing team and graphic designers to align content strategy with newsletter goals.

Audience Research and Segmentation

I analyzed subscriber data to understand audience preferences and behaviors before developing tailored messaging for different segments.

Content Strategy

I defined the purpose of each email to guide tone and structure before creating a consistent narrative that aligned with Sally Beauty's brand voice and values.

Copy Creation

I wrote compelling subject lines to boost open rates while using concise, engaging body copy with clear CTAs to drive action. I further ensured scannability with bullet points and headers.

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Finalization and Delivery

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Results:

Increased email open rates by 12%
Improved click-through rates by 9%.
Subscriber and stakeholder feedback highlighted the value and relevancy of content.

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