Spectrum Dance Theater
Increasing Email Engagement through Segmentation
Shifting from board communication to behavior-based segmentation significantly improved engagement and ensured the right audiences received the right messages.
Role: Marketing and Communications Director
Tools: Constant Contact
Focus: Audience Segmentation, Content Strategy
Impact: Increased email open rates 20 percentage points, improved audience relevance and messaging, increased conversion potential by focusing on high-intent users.
Problem
Email campaigns had low open rates (~20%).
Broad content emails and follow-ups led to low relevance and engagement.
Audiences were not receiving or acting on important information.
Strategy
Optimized subject lines and preview text to improve first-touch engagement.
Introduced audience segmentation based on behavior (clicks).
Built tagging system to track user interests (e.g., classes, performances, intensives).
Shifted from mass emails to targeted follow-up based on demonstrated interest.
Implemented short, high-intent reminder emails for segmented audiences.
Execution
Designed and deployed multi-topic newsletter to capture audience interests.
Set up automated tagging based on link clicks.
Created targeted follow-up campaigns tailored to each segment.
Continuously refined messaging based on performance.
Designs
Writing samples
Press Release
Listed below is an example of the most recent press release I crated for the 22/23 performance season.
22/23 Press Release P.1| Role: Writer
22/23 Press Release P.2 | Role: Writer
22/23 Press Release P.3 | Role: Writer
22/23 Press Release P.4 | Role: Writer
22/23 Press Release P.5 | Role: Writer
Spring Appeal
The Spring Appeal letter linked below was sent to patrons and supporters to encourage community engagement and donations.
Spring Appeal P.1 | Role: Writer, Editor
Spring Appeal P.2 | Role: Writer, Editor
Spring Appeal P.3 | Role: Writer, Editor
Monthly Newsletter
Each month we send a newsletter to our patrons to keep them up to date on all of our events, classes, and company performances.
Role: Writer
Role: Writer, Graphic Designer