Email Marketing Management
At Crafter, I transformed the email strategy from unbranded, sales-heavy messaging to a cohesive, value-driven approach. I designed a Klaviyo template with branded visuals, implemented segmented flows for tailored engagement, and conducted A/B testing to optimize performance. This strategic overhaul led to higher open and click-through rates, strengthening customer connection and loyalty.
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Upon joining Crafter, I conducted a comprehensive audit of the existing email approach, which was heavily sales-focused and unbranded, lacking engagement and a clear visual identity. I overhauled the strategy, designing a new Klaviyo template that brought Crafter’s brand to life by incorporating consistent colors, fonts, and high-quality photography that aligned with the brand's aesthetic. To ensure the best deliverability and avoid spam, I balanced text and visuals, creating emails that were visually engaging yet structured for optimal performance.
Key Improvements:
Transitioned emails from purely sales language to a balanced blend of informative, community-focused content that resonated with subscribers.
Introduced consistent branding, building familiarity and trust with recipients.
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I built a robust segmentation system to tailor messages to specific audience needs and preferences. By designing automated flows, I ensured that subscribers received relevant content based on their position in the customer journey. These flows included personalized onboarding for new subscribers, value-driven content for current subscribers, repeat purchase encouragement, and upsell flows designed to increase subscription upgrades. Each email flow was curated to keep engagement high and build brand loyalty through authentic storytelling.
Key Flows Implemented:
Welcome Series: A personalized introduction to the brand for new subscribers.
Customer Retention & Loyalty: Flows designed to encourage repeat purchases.
Subscription Upsell Campaigns: Targeted to inspire existing subscribers to upgrade, enhancing lifetime value.
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Recognizing the need for targeted engagement, I shifted from mass daily emails to segmented, personalized messaging tailored to each audience group, reducing the email volume per segment to a sustainable 3-5 emails weekly. By implementing A/B testing on subject lines, visuals, and personalization tactics, I was able to optimize performance and increase open rates by 10% and click-through rates by 5% on average. Regular data analysis allowed for ongoing adjustments, aligning our strategy with what resonated most with our audience.
Results Achieved:
Significant lift in open rates and click-through rates, showing stronger engagement.
Data-driven insights that informed ongoing optimizations and refined the overall email strategy.
Social Media Management
I led a complete social media revamp for Crafter, modernizing the outdated aesthetic to resonate with today’s audience. Through a mix of Reels, crafting tips, artist takeovers, and giveaways, I shifted focus to a community-driven experience. This new strategy organically increased weekly follower growth by over 600 and boosted engagement by 80%, driving relevance and customer connection.
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Upon joining Crafter, I conducted a comprehensive audit of the social media presence, identifying an outdated, Pinterest-inspired aesthetic that was no longer resonating with our audience. Recognizing the need for a more current, engaging, and brand-aligned approach, I overhauled the visual style and messaging, crafting a cohesive look that balanced Crafter’s artistic essence with the modern preferences of a DTC audience. This strategic shift brought new life to the social channels, establishing a brand identity that was both visually cohesive and highly relatable.
Key Changes:
Updated visual aesthetics to reflect current trends while staying true to Crafter’s unique brand.
Streamlined messaging to focus on community building and customer engagement rather than purely aesthetic appeal.
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With a focus on trending formats and relatable content, I curated a diverse content strategy that went beyond traditional crafting photography. This included engaging Reels, crafting memes, project tips and tricks, artist takeovers, and interactive elements like giveaways and flash sales. Each content type was crafted to provide followers with added value—whether through inspiration, practical advice, or exclusive interactions—creating a dynamic feed that encouraged both engagement and brand loyalty.
Content Highlights:
Reels & Memes: Leveraged popular formats to increase engagement and reach new audiences.
Tips & Artist Takeovers: Brought expert insights directly to followers, creating an intimate, community-focused experience.
Giveaways & Flash Sales: Enhanced engagement by introducing surprise, high-value moments that kept followers excited and returning for more.
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Through this revamped strategy, I successfully reversed Crafter’s declining follower trend—from a loss of 200+ followers per week to a steady gain of over 600 new followers weekly. Engagement improved by more than 80%, achieved solely through organic content without reliance on paid boosts. I tracked performance metrics closely, allowing for agile adjustments that kept content aligned with audience preferences and ensured consistent growth in brand engagement and follower loyalty.
Results & Impact:
80%+ increase in engagement due to targeted, value-driven content.
Reversed declining follower trend, establishing a strong foundation for sustainable growth.
Data-driven insights from weekly analytics ensured that strategy stayed relevant and impactful.
Content Creation
At Crafter, I curated a dynamic mix of Reels, memes, graphics, and photography to elevate the brand’s online presence. By designing engaging visuals and repurposing existing content, I crafted posts that balanced inspiration with relatability, creating cohesion across the brand’s digital touch points that resonated with our community and drove consistent engagement.
"Kate was a powerhouse on our team, driving email, SMS, and social media marketing with creativity and focus. Kate is exceptional at crafting messaging that resonates deeply, building a loyal, engaged community while keeping Crafter's brand voice spot-on. Thriving in our fast-paced startup, she brought fresh, innovative ideas to every project and collaborated seamlessly across departments. Any team would be lucky to have her talent and dedication!”
- Jen W., Marketing Director @ Crafter