Creating more relevant customer journeys through email

Roundweb · Email marketing, CRM & automation

I planned and developed email campaigns and automated customer journeys using ActiveCampaign, combining clear messaging, audience segmentation and performance analysis to make communications more relevant to the people receiving them.

The challenge

Email communication needs to do more than deliver information. It needs to reach the right audience, communicate a clear message and give people a relevant next step.

At Roundweb, I worked across email campaigns and automated journeys, considering how content, audience needs and timing worked together to support the wider customer journey.

My approach

Making messages clear and purposeful

I wrote email copy and subject lines with a focus on clarity, relevance and engagement. I considered how to communicate the main message, what the recipient needed to understand and what action the email should encourage.

Tailoring content to different audiences

I managed contact lists and used audience segmentation and personalisation to make communications more relevant to different groups, rather than relying on a one-size-fits-all approach.

Structuring automated journeys

Using ActiveCampaign, I built automated email journeys that delivered communications at different stages of the customer journey. This involved bringing together messaging, audience data and automation logic to create a more structured and consistent experience.

Learning from performance

I monitored email opens, clicks and conversions, using reporting and A/B testing to understand how communications performed. These insights helped inform decisions about messaging and future campaigns.

What this work demonstrates

This work brought together content, audience understanding and journey design. It strengthened my ability to think beyond individual messages and consider how a sequence of communications can help people understand information, engage with a service and decide what to do next.

My contribution:

Email copywriting, subject lines, audience segmentation, personalisation, automated journey planning and build, A/B testing and performance reporting.