Project; Email marketing
01
MEET INFRAPIONEER
Their Story
The Infrapioneer community started in 2018 with a mission to change and revolutionize the future of construction. We aim to inspire and bring infrastructure construction professionals together to help drive this community.
02
Debunking
Their goal
To build an active subscriber base of members in the infrastructure construction.
Jero was seeking to build a bring together a community of experts in the infrastructure construction industry that would come together, share ideas, processes and collaborate towards a common mission of making the industry more knowledge centric.
03
IN CHARGE
Role
My role in this project was to establish an email marketing system that would constantly keep subscribers connected with the brand and in the loop with the newest content releases, and even launches.
04
THE TIMELINE
Steps
The steps taken towards making the project a success were as follows (timeline below)
How we started
Rob an I set up a call to formalize ourselves with each other as well as the scope of the project.
Our first students
With everything smoothened out, work commenced.
Emails and sequence frame drafted
I came up with the framework for the first email sequence and drafted the emails, headlines and call to actions.
First review
We did a review of the email, made changes where necessary and lay the structures for A/B testing the emails to ensure we filtered any underperforming emails and were left with only winners.
Sequence Launched & Book released
We successfully deployed the email sequences and subscribers reciprocated our efforts by being active members and helping us get to the amazons bestsellers list for our released book 'BIMKIT'
THE ROADBLOCKS
Challenges
05
The construction industry is quite a vast industry and a major challenge we faced was being inclusive of all the subsections of our target audience. Therefore, working around this demanded that we find creative ways, such as segmenting our list and tailoring our content and style of copywriting in our emails to suit different segments.
06
MESSAGE RECEIVED
Success
We launched the email marketing campaigns and were able to set up an email sequence and grow our email list achieving metrics such as the following in different campaigns:
- 51% Open rate
- 99% Deliverabilityy rate
- 0.2% Unsubscribe rate
- 22% Click through rate
Jero Juujärvi
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