Portfolio | Sharyn Inzunza

Email Marketing

Email marketing continues to convert target audiences — despite Fort Knox inboxes and ruthless spam filters. The secret: Know the person you want to reach.

1. Email Flow Overhaul

2. Webinar Teaser Emails

3. Side-by-Side Email Edit

01. Email Flow Overhaul

Objective

Our customer marketing team needed to redo their customer onboarding email flows, including redesigning the email templates and reworking the technical email copy. This was a large project (12 flows with 5+ emails) that stretched over several months, requiring collaboration with product marketing and design teams.

Problem

We send onboarding emails to new customers to ensure their admins and users engage with the new tool. Our email flows were outdated, text-heavy, and ineffective, decreasing platform adoption opportunities. Open rates and click-through rates were low.

Solution

I worked with the customer marketing and product marketing teams to:

1) Define the email recipient's needs and motivation for using the platform.

2) Condense the number of emails in each flow.

3) Create clear instructional copy to increase open rates and CTRs and ensure a positive customer experience.

Results

At the time of this writing, early results show an average 20% increase in open rates compared to the 2021 cohort — a positive outcome.

Feedback from the project lead to my director:

“Hi! I wanted to send you a note to let you know how amazing @sharyn.inzunza has been in the projects for the customer welcome emails and in-apps for my welcome flow project! It has been a TON of work and she is an amazing partner! Our in-apps launched this week and they are so amazing!”

02. Webinar Teaser Emails

"Sharyn has an amazing ability to translate marketing campaign objectives into captivating content inspiring the reader to act" — Dory H., Demand Gen Webinar Manager

Objective

Our webinar team hosts webinars with internal and external subject matter experts. Registration and attendance play an essential role in hitting marketing goals.

Problem

Attracting attendees and getting them to register was a challenge.

Solution

I worked with the team to create each webinar's title, abstract, and two teaser emails.

Results

Email open rates averaged 40% with an average 7.3% open-to-click-through rate.

03. Side-by-Side Email Edit

I worked with the demand gen email team to edit their warm emails, creating copy that focuses on the reader (in this case, sales leaders). We experimented with subject lines (including using emojis) to stand out in inboxes and increase open rates.

"Sharyn is a fantastic writer with a real focus on writing thoughtful and engaging copy. At ZoomInfo, Sharyn worked wonders for me by helping out with email copy and subject lines that were tailored perfectly for the target audiences. The impact on engagement was immediate as our click rates nearly doubled" — Guy H., Demand Gen Program Manager