Email and Marketing Automation
Email is the channel you own outright. I design email programs and automated journeys that match what a subscriber has actually shown interest in, then measure every send against the goals you set.
Email and marketing automation covers the full life of a message. That means who receives it, what triggers it, what it says, where it sends people and what happens after they click. At UnitedHealth Group I managed email as part of a wider digital program alongside social, display, SEO and SEM. I defined the KPIs and reported performance through Google and Adobe Analytics. At Bio-Techne I executed email, event and promotional tactics in an Agile campaign team that also coordinated landing pages, tracking and A/B tests.
I start from the audience and the decision you want them to make, not from the template. Each program gets a defined segment, a trigger or send cadence, a message sequence and a measurable goal. Automation earns its place when a journey is clear enough to write down: a welcome series, a lead nurture, a re-engagement sequence, a post-purchase follow-up. I document the logic before anything is built so it can be reviewed, and I keep a test plan running so subject lines, timing and content improve on evidence.
I work inside the team you already have. Copy, design and development each get a brief that states the segment, the goal, the content required and the acceptance criteria. I handle setup, QA and send approval in the platform. In regulated industries I plan the review cycle into the calendar from the start. In healthcare I made sure content met regulatory, risk and security standards before it went out, and I bring the same discipline to consent, preference and unsubscribe handling.
What email automation work includes
Email Program Audit
A review of your current sends, lists, templates, automations and reporting, with findings on deliverability, consent handling, segmentation gaps and unused platform features, ranked by impact and effort.
Segmentation Model
A documented segmentation scheme built from your CRM fields and behavioral data: the rules that define each audience, the stage each one is in and the content each segment should receive.
Automation Journey Specs
Flow diagrams and logic specifications for each automated journey, written so a platform administrator can build it without guesswork. Each spec covers entry triggers, wait steps, branches, exit conditions and the message at every node.
Message Briefs
A brief for every message in a sequence, ready for a writer and a designer. Each one covers the segment, the single goal, subject line options, preview text, body structure, call to action and destination page.
Template and QA Standards
Modular template specifications for your platform plus a pre-send checklist covering rendering, links, tracking parameters, personalization fallbacks, unsubscribe handling and accessibility, applied to every send.
Performance Reporting
Dashboards and readouts that follow each send from delivery and opens through clicks, landing page conversion and downstream actions. Each one connects to Google Analytics or Adobe Analytics and is reviewed against the program KPIs.
How I approach email programs
Define the audience and goal
You and I agree on who the program is for, what action it should produce and how success will be measured. I document the baseline from your platform and analytics before anything changes.
Map the journeys
I design each sequence on paper first: triggers, timing, branches and messages. You review the logic as a diagram and a spec, so decisions are made before build time is spent.
Build, test and launch
I brief copy and design, then configure segments and automations in the platform. Every message goes through the QA checklist and a seeded test before the first live send.
Measure and refine
After launch I report against the baseline, run planned tests on subject lines, timing and content, and adjust segments and journeys as the data shows what subscribers respond to.
Where this comes from
Email and marketing automation is one of the core areas of my practice. At UnitedHealth Group I developed and managed digital programs across email, social, display, SEO and SEM, defined the KPIs and reported performance through Google and Adobe Analytics. I also ensured healthcare content met strict regulatory, risk and security standards. At Bio-Techne I executed email, event and promotional tactics in an Agile campaign team. Earlier, at TN Marketing, I led acquisition and retention through multichannel campaigns for subscription web communities. Mailchimp and Salesforce are among the platforms I work in.
See my experienceBrittany is a very detail-oriented person who will work very hard to achieve any customer's needs. She is extremely interested and educated in the area of internet marketing.
Personal Injury Paralegal
Worked on the same team
Frequently asked
Which email platforms do you work in?
I work in Mailchimp and Salesforce, and I connect either one to Google Analytics or Adobe Analytics for reporting. If your team sends from a different platform, the segmentation model, journey specifications and message briefs I produce are platform-neutral, and I work alongside your administrator to get them built.
Do you write the emails or only plan them?
I plan the program and brief every message, and I draft the copy when you do not have a writer. The brief gives the writer the segment, the goal, subject line options, the call to action and the destination page. Design and development follow the same brief, so the message, template and landing page stay aligned.
Can you set up automation in a regulated industry?
Yes. At UnitedHealth Group I ensured healthcare content met strict regulatory, risk and security standards while managing email and other digital programs. For automation that means documented journey logic, a review step before any message goes live, and consent and preference handling that your compliance team can inspect.
How do you measure whether email is working?
Against the goal set for each program, not against opens alone. I define the KPIs at the start, track delivery, clicks, landing page conversion and downstream actions in your analytics, and report the trend over time. Opens and clicks are diagnostics. The measure that matters is whether subscribers did what the program was built to prompt.
Related services
Multichannel Campaign Management
A campaign only works when every channel points at the same audience, the same offer and the same page. I plan, launch and run multichannel campaigns so your email, search, social and display behave as one program with one set of results.
Learn moreLead Generation Programs
A lead generation program is more than a form on a page. I design the offer, the capture path, the tracking and the handoff to sales as one system, so the leads you count are leads your team can actually work.
Learn moreLanding Page Optimization
A landing page has a single job. I plan, build and improve campaign pages so the visitor who arrives from an ad, an email or a search result finds the offer they expected and a clear next step.
Learn moreLet's talk about your email program
Tell me what your list looks like, what platform you send from and what email needs to do for the business. I will tell you where the gaps are and what a workable program would take.