Email Campaign Management

LaunchDarkly’s Galaxy conference is a software developer-and-product event focused on workshops and sessions that help attendees quickly ship software and AI. I was tasked to design and run an email campaign that would drive registrations and grow actual on-site attendance.

I mapped a simple messaging hierarchy (announce → nurture → reminder → last-chance), A/B tested subject lines and CTAs to optimize conversions, and automated behavior triggers (click/reminder flows).

Campaign resulted in 100+ conversions and delivered a ~10% increase in overall attendance. Produced a high-intent list of registrants for post-event outreach and playbooks (best subject lines, messaging that converted) for similar future campaigns.

RedGate’s consultation service needed more high-intent, technically knowledgeable prospects who were relevant to the content – actively evaluating database performance, migrations, or maintenance automation. I was tasked with driving qualified bookings and leads.

I constructed and targeted a list in our CRM of job titles relevant to this realm of software engineering (people in IT that evaluate database performance - DBAs, SREs, platform engineers and engineering managers). I put together a messaging hierarchy (announce → nurture → reminder) and A/B tested subject lines and CTAs.

Campaign resulted in over 30 booked consultations and 50 qualified leads in a month.

KMS Technology needed technical, purchase-ready prospects for a new whitepaper. Previous campaigns underperformed (0.5% CTR) and used dry copy with no targeted follow-up.

I built targeted CRM segments relevant to the content (CTOs, engineering managers, dev leads, architects), redesigned the creative with concise, benefit-led copy, mapped an automated messaging hierarchy (announce → reminder → last-chance), and ran A/B tests on subject lines and CTAs.

Campaign resulted in 100 qualified leads over a month and an increase from 0.5% to 2.5% improvement in average click-through rate compared to previous client campaign.

Our testing-focused continuous improvement conference needed stronger attendee conversion compared to previous campaigns, which used dense copy and a single CTA. Thus, they underperformed for technical audiences who respond to clear, practical benefits and multiple ways to engage. I was tasked with boosting conversions and attendance for this audience.

I built targeted segments of relevant titles such as testers, QA engineers, SREs, and engineering managers. I designed creative that demonstrated the value of each session — adding illustrations, clear session highlights, and multiple CTA touchpoints (register now, view agenda). I mapped out an automated messaging hierarchy (announce → reminder → last-chance), A/B tested subject lines, CTAs and button placement.

Campaign resulted in 520 total attendees and delivered a 12% increase in conversions versus prior campaigns that lacked illustrations and expanded CTA options, resulting in a higher-quality attendee list.

I was tasked with promoting a PostgreSQL cloud tool and generate meaningful product engagement across a short, week-long campaign window. The goal was to drive opens and click-throughs to a list of several thousand recipients.

I targeted relevant CRM segments (DBAs, SREs, backend engineers, platform engineers, and engineering managers). I designed creative and wrote copy to lead with technical benefits and highlight key features (launch in under 90 seconds, multi-region private network, etc). I also A/B tested subject lines and CTAs, optimized the landing page, and tracked everything with UTM parameters.

The week-long campaign resulted in a 24–27% average open rate and 3–4% CTR, delivering consistent engagement from the target audience and a concise list of users for product follow-up and nurturing.