Email Workflow

Project Title: Automated Welcome Series for New Subscribers

Introduction & Goal:
The project’s objective was to increase donor and subscriber retention by automating a personalized welcome workflow to replace one-off mass emails.

Process & Experience:
Using Mailchimp’s automation features, I mapped a 4-part series: welcome message, organization overview, impact stories, and a call-to-action for engagement or giving. Each message was A/B tested for subject lines and visual layout. HubSpot tracking provided insights into behavior across channels.

Outcome:
The automated workflow produced a 54% open rate (well above the nonprofit average of 28%) and a 21% click-through rate. Conversions to newsletter signup and initial donations increased by 15%.

My Role:
I designed the workflow, created email copy and visuals, and implemented automation triggers, then provided reports for leadership on performance and ROI.