Web Design
Floris UMC Email Marketing Restructure: From Strategy Foundation to Automation
Built a phased roadmap to unify email communication, optimize content, and prepare for automation and personalization.
Year :
2025
Industry :
Non-Profit
Client :
Floris UMC
Project Duration :
1 year
Challenge:
Floris’ email communication was fragmented across ministries, resulting in inconsistent branding, redundant messaging, and limited engagement. Staff had no centralized strategy or metrics to guide content creation, and opportunities for automation, personalization, and behavioral targeting were untapped.
Strategy:
I developed a phased roadmap to unify and optimize email strategy:
Conducted a cross-ministry audit of current email content, workflows, and audience segmentation.
Established a values-driven email strategy, ensuring every email aligned with the church’s mission and key messaging pillars.
Implemented standardized content frameworks for ministries to create consistent yet personalized messages.
Introduced analysis cycles to measure open rates, click-throughs, and engagement, informing iterative improvements.
Planned future automation using behavioral data, allowing targeted messaging and personalized follow-ups for congregation members.
Result:
Boosted open rates to 40%+ (up from ~25%)
Doubled click-through rates on “Next Steps” sections
Increased newsletter engagement (time spent per email up 30%)
Roadmap in place for long-term automation and personalization
Campaign Summary :
By creating a unified, values-aligned email strategy with phased improvements, the church achieved measurable increases in engagement and prepared for long-term automation and personalization. This campaign emphasized the power of data-driven decision-making and cross-ministry collaboration.
More Projects
Web Design
Floris UMC Email Marketing Restructure: From Strategy Foundation to Automation
Built a phased roadmap to unify email communication, optimize content, and prepare for automation and personalization.
Year :
2025
Industry :
Non-Profit
Client :
Floris UMC
Project Duration :
1 year
Challenge:
Floris’ email communication was fragmented across ministries, resulting in inconsistent branding, redundant messaging, and limited engagement. Staff had no centralized strategy or metrics to guide content creation, and opportunities for automation, personalization, and behavioral targeting were untapped.
Strategy:
I developed a phased roadmap to unify and optimize email strategy:
Conducted a cross-ministry audit of current email content, workflows, and audience segmentation.
Established a values-driven email strategy, ensuring every email aligned with the church’s mission and key messaging pillars.
Implemented standardized content frameworks for ministries to create consistent yet personalized messages.
Introduced analysis cycles to measure open rates, click-throughs, and engagement, informing iterative improvements.
Planned future automation using behavioral data, allowing targeted messaging and personalized follow-ups for congregation members.
Result:
Boosted open rates to 40%+ (up from ~25%)
Doubled click-through rates on “Next Steps” sections
Increased newsletter engagement (time spent per email up 30%)
Roadmap in place for long-term automation and personalization
Campaign Summary :
By creating a unified, values-aligned email strategy with phased improvements, the church achieved measurable increases in engagement and prepared for long-term automation and personalization. This campaign emphasized the power of data-driven decision-making and cross-ministry collaboration.
More Projects
Web Design
Floris UMC Email Marketing Restructure: From Strategy Foundation to Automation
Built a phased roadmap to unify email communication, optimize content, and prepare for automation and personalization.
Year :
2025
Industry :
Non-Profit
Client :
Floris UMC
Project Duration :
1 year
Challenge:
Floris’ email communication was fragmented across ministries, resulting in inconsistent branding, redundant messaging, and limited engagement. Staff had no centralized strategy or metrics to guide content creation, and opportunities for automation, personalization, and behavioral targeting were untapped.
Strategy:
I developed a phased roadmap to unify and optimize email strategy:
Conducted a cross-ministry audit of current email content, workflows, and audience segmentation.
Established a values-driven email strategy, ensuring every email aligned with the church’s mission and key messaging pillars.
Implemented standardized content frameworks for ministries to create consistent yet personalized messages.
Introduced analysis cycles to measure open rates, click-throughs, and engagement, informing iterative improvements.
Planned future automation using behavioral data, allowing targeted messaging and personalized follow-ups for congregation members.
Result:
Boosted open rates to 40%+ (up from ~25%)
Doubled click-through rates on “Next Steps” sections
Increased newsletter engagement (time spent per email up 30%)
Roadmap in place for long-term automation and personalization
Campaign Summary :
By creating a unified, values-aligned email strategy with phased improvements, the church achieved measurable increases in engagement and prepared for long-term automation and personalization. This campaign emphasized the power of data-driven decision-making and cross-ministry collaboration.