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Everyday Health Dedicated Marketing Emails

Dedicated marketing emails are one primary way that Everyday Health drives both subscriptions for its premium online diet programs and for membership-based professional content. We also send them to promote new Everyday Health offerings:  apps, books, tv shows, etc…

I had designed and built emails for clients prior to my time at EH, but two years in a solely marketing-focused environment gave me a more holistic view of how email marketing fits into the marketing landscape and gave me the opportunity to manage a team to support this function. I learned about “trialbacks,” “comebacks,” and the value of well-timed re-marketing campaigns. I absorbed the value of matching messages of an email and its landing page.  We conducted myriad A/B tests evaluating offers, calls-to-action, subject lines, animation, gender-specific content, length, and background images. The Creative Team routinely met with the Media Team to go over heat maps, CTR and CTC rates for each creative.

Success:
I’m proud to have worked closely with the Media Team to help develop more engaging, credible and statistically effective creative.

Responsibilities:
During that time, I conceptualized emails, wrote copy, designed and directed other designers and copywriters. In the early days, I coded many emails myself. I implemented processes that optimized the Creative Team’s output by developing customizable email templates for ease of update by the Media Team.  I also implemented a thorough QA procedure including more rigorous platform, browser, and email client testing.