In late 2019, I conducted an email marketing audit for a large human services nonprofit. Some deliverability issues, which were resolved quickly, sparked the initiative and pointed to several opportunities and needs. These included strategy and targeting methods, as well as the need for standards and policy, which was deemed especially important because of the decentralized approach to email marketing within the organization — each program having distinct target audiences, goals, and branding.
Working with the marketing, development, and data management leaders, I conducted an audit, identified opportunities, coached the teams, and eventually implemented new guidelines and safeguards. As part of the initiative, I implemented new onboarding techniques, a welcome series, new list management conventions, and new mobile templates. Overall, the teams were very pleased with the outcomes. We were able to automate constituent engagement to a large degree and reduce production time for email creation.