Lead Generation Email Marketing Strategy

My primary objective is to turn email into a consistent lead engine. The project covers everything from mapping the funnel to pressing “send” on the first live campaign, with clear performance metrics in place.

Current situation
No formal email framework exists yet—just a small opt-in list exported from our CRM. Web traffic is steady, so the missing piece is a structured sequence that captures, nurtures and converts these visitors into qualified leads.

Scope of work
The assignment spans strategy, creative and execution. I want a cohesive plan that spells out audience segmentation, content angles, send cadence, automation logic and KPIs. While my initial focus is purely on email marketing, there is flexibility to weave in future touchpoints such as newsletters, promotional blasts or multi-step drip journeys if they support the lead goal.

Key deliverables
• Audit of existing list, opt-in sources and CRM integration
• Written strategy document outlining funnel stages, messaging and timing
• Three reusable email templates (HTML + responsive) that match brand guidelines
• Workflow setup in a mainstream platform—Mailchimp, HubSpot, Klaviyo or a comparable tool—complete with tags, triggers and tracking
• Measurement dashboard showing open, click-through, conversion and lead-quality metrics
• Handoff session (recorded) so the in-house team can maintain and optimise campaigns

Acceptance criteria
A campaign is considered launch-ready when every email fires correctly from opt-in through lead hand-off, tracking pixels register events in the dashboard and a test segment achieves at least a 20 % open rate.

Timeline is flexible within reason; quality and a data-driven approach are what matter most.