Established email marketing and automation workflows for lead nurturing and conversion, creating weekly newsletters and optimizing key customer touchpoints.
Company
Vendador
Role
Email Marketing
Industry
Hospitality
Year
2024 – Present
Status
Ongoing
Goal
Lead Nurturing, Conversion
Key Metrics
Open Rate: +5% YTD
CTR: +31% YTD
Overview
Vendador, a US-based company, needed to establish a strong relationship with customers and increase conversion rate while managing resources efficiently as a growing small business.
How I helped
- Creating and sending weekly newsletters to nurture customer relationships and convert to sales.
- Set up automation flows
Approach
Write weekly newsletters that leverage brands’ stories and authenticity. Because our subscribers are high-profile clients or private chefs, our newsletters was curated with rich and valuable content without being salesy or unnatural. The goal is to inspire our subscribers to put Vendador at top of mind when it comes to private dining events without diluting our luxury fine dining brand.
In terms of optimizing newsletter performance, I used different tactics and tested Title and Preview Line for each newsletter. Every title is kept short, straightforward and relevant. A split test told me that sending newsletter with chef’s name “Chef Francis from Vendador” gets more opens than just our Brand name, explaining that subscribers connect more with the brand as a person.
I also set up 3 automation flows to optimize 3 important touchpoints: post-inquiry, post-event, and post-subscribe, using Zapier and Monday CRM.
Since March 2025, I have suggested to the client that we move our newsletter from Mailchimp to Substack and start monetizing our content. I am in charge of both free content and paid content, continuing to deliver valuable insights for our customers.
Results
- Year-to-date Open Rate has increased by 5%
- Year-to-date Click-through Rate has increased by 31%