KH | Improved Email Performance

THE PROBLEM

Email was being used, but not effectively. Most sends were ad hoc, inconsistent, and disconnected from the customer journey.

Only a single automated workflow existed, and core Marketing Cloud capabilities like Automation Studio, Journey Builder, dynamic content, and AMPscript were largely untouched. As a result, personalization was minimal, segmentation was shallow, and engagement was stagnant.

THE SOLUTION

I focused on expanding how the team used Marketing Cloud by introducing tools and features that had previously gone untapped. This included using dynamic email content and Query Studio to streamline data tasks and support more consistent sending.

I built additional journeys in Journey Builder to create automated paths, added dynamic content to tailor messages to different audiences, and incorporated AMPscript to enable deeper personalization. These changes helped the team use the platform more effectively and create emails that were more timely and relevant.

THE RESULTS

Within 12-18 months, the improvements were significant and measurable. CTOR increased from 4.03% to 8.1%, CTR rose from 2.4% to 4.3%, and total email sends grew by 89.1% as automation took hold.

Most notably, unique clicks increased by 229%, reflecting stronger engagement and more relevant, personalized content. What began as a reactive program is now a high-performing engine supporting scalable, automated marketing.