Email Marketing

At PGG Wrightson email had to do very different jobs for each business. Nurturing a farmer through a livestock decision looks nothing like guiding someone through an insurance renewal. I built persona-based campaigns on automation platforms, using CRM insight to decide who heard what and when.

At Bivouac Outdoor, email was direct. Targeted campaigns to Australian customers grew overseas sales by 40% a year. At GO Outdoors, email was part of a wider push that grew the customer database and revenue by more than 300% in one financial year.

All of it taught me one thing. Email is a relationship tool wearing a marketing hat. Used as a broadcast channel it fades fast. Used as a conversation with someone who already said yes once, it keeps paying back.