Project overview
Since Spring 2018, I have had the pleasure of managing the email marketing campaigns for Lardini, a renowned Italian fashion house. With the launch of their online shop in June 2019, email marketing has become a pivotal component of their digital strategy, with increased campaign frequency and advanced user segmentation to target special promotions effectively.
The art of email marketing
What I love most about email marketing is its uniquely personal nature. Unlike other channels, it’s a direct, one-to-one connection with each recipient. When crafting campaigns, I think about how the person on the other end might feel when they see my subject line or read my opening words. It’s not about shouting “buy, buy, buy” but rather a gentle “Hey, hi. How are you?”
Each campaign is a step in building a relationship, one send after another. I focus on sparking curiosity, inspiring opens, and cultivating a sense of connection that invites clicks. It’s this slow, deliberate process of communication and trust-building that makes email marketing truly rewarding.
I’ve had the privilege of designing this project from the ground up, ensuring the company’s email marketing remains one of the most impactful digital marketing channels, and delivers a growing high return on investment. My responsibilities include:
- Cleaning and optimizing the database for better campaign performance.
- Outlining and maintaining a detailed editorial calendar.
- Copywriting and managing translations to ensure engaging, audience-specific messaging.
- Designing and adapting newsletter templates using HTML and CSS.
- Creating, animating GIFs, and extracting visuals from videos to enhance visual appeal.
- Tracking links, sending campaigns, and ensuring seamless execution.
- Monitoring, analyzing, and reporting results to refine strategies season over season.
Results & Recognition
The collaboration has consistently delivered outstanding results, supported by Lardini’s brand manager:
“For several years we have been relying on Simona to take care of our email marketing service. Thanks to her experience, she always manages to give us excellent advice on the strategies to be adopted, and provides very relevant data analysis. Competent, rigorous, and punctual, she has helped to make our newsletters one of the digital marketing activities with the highest return on investment.”
– Alessio Lardini
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