Rebecca Taylor
ELEVATING EMAIL PERFORMANCE
RESPONSIBILITIES: CALENDARIZATION, EXECUTION, AND ANALYTICS*
Challenge
Acquire new email subscribers and grow our active segment while maintaining engagement and conversions.
Solution
To optimize engagement and revenue, we implemented a multi-pronged strategy:
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Doubled down on Rebecca Taylor’s high-performing categories: La Vie RT (a casual diffusion line), wear-to-work styles, and prints via "Art of the Print" content.
Featured more gifs & lifestyle shots that embodied NYC cool with Parisian elegance
Enhanced email structure with primary hero messaging, flat-lay bestsellers, and secondary calls-to-action (blog content, social media, in-store events).
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Leveraged paid ads offering 15% off to attract new subscribers.
Created lookalike audiences from engaged email profiles to expand reach.
Optimized the website to instantly deliver the discount upon email sign-up.
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Reserved main email list for major sales and announcements, while everyday campaigns targeted the active segment.
Established a VIP segment for top spenders, offering early access to sales.
Developed an advanced pivot table to measure success, allowing for granular and top-level insights. This enabled precise comparisons of year-over-year performance, content mix, and email cadence by month or quarter.
Results
Active email list grew by 37% YOY
Email sales increased by 20% YOY, and accounted for 30% of total revenue
Email conversion rate (CR) improved by 31% YOY
*Responsibilities & accomplishments as a full-time employee
