Portfolio

Demand Generation and Awareness

Challenge

User engagement at D2L - Wave had plateaued during the summer months, and existing campaigns were failing to drive adoption. The challenge was to increase registrations for partner courses, with a planned webinar to drive course adoption coming up in a few months.

Approach

To drive adoption, I designed a targeted, brand-consistent email campaign that re-engaged the audience and promoted partner course registrations ahead of the upcoming webinar. The campaign optimized email frequency and timing based on user click and open behaviour, ensuring engagement without overwhelming recipients while maintaining alignment with brand tone and voice. Emails were planned and automated, creating a structured workflow that could be monitored, measured, and iteratively optimized for better performance. This was accompanied by designing content around thought leadership, which is discussed in the Content Marketing and Thought Leadership section.  

Result

The campaign improved user engagement, reflected in higher click-through and open rates compared to previous campaigns. Partner course registrations increased by 10%, and overall product adoption grew by 32% over the last quarter. By aligning email timing with user behaviour and maintaining brand consistency, the campaign delivered measurable results without overwhelming recipients. 

Deliverables

• Email Campaign Delivery Automation Plan

• Email Copy - One of the emails delivered as part of the campaign.