Study case
Social Media Strategy and Newsletter Optimization
Increased Open Rate and Click-Throguh-Rate metrics by 20% through the market research, redesign and A/B testing. Developed rebranding for Instagram account
About the Project
Wattum is a comprehensive Bitcoin mining equipment and solutions provider based in Miami, Florida. The company offers end-to-end crypto mining services, including equipment sales, hosting, management, and power transformers, enabling cryptocurrency miners to achieve higher efficiency, lower power consumption, and increased profitability.
In 2022, amid a significant downturn in the cryptocurrency market, Wattum sought to enhance its digital marketing efforts to maintain engagement and drive growth. The project focused on two primary areas: optimizing the company's newsletter campaigns and rebranding its Instagram presence.
The Scope of Work
The one of the main objectives was to improve the Open Rate and Click-Through Rate metrics of Wattum's email campaigns, which were underperforming compared to industry benchmarks. It turned even harder to do so during the downtrend of Bitcoin in 2022. This involved comprehensive UX research, competitor analysis, redesign, A/B testing, and the implementation of email marketing best practices.
Additionally, Wattum's Instagram account needed rebranding, by redesigning posts, stories, and overall content to increase follower engagement and growth.
Process
I led research and analysis processes for the newsletter campaign optimization by conducting competitor research and studying email marketing best practices to identify areas for improvement. I did Audience Segmentation by developing distinct personas for B2B and B2C clients to tailor content effectively. Having gathered data, I designed a few email templates for the following user testing, incorporating graphics and clear call-to-action buttons to enhance user engagement. A/B testing helped me evaluate the effectiveness of different design elements and content strategies.
For the Instagram rebranding task I rid off the old-school graphic elements from the banners to make it minimalistic and stylish. For the navigation purpose I created highlights with the custom icons. Additionally I integrated a linktr.ee for a better user experience when people target the company's profile from the Instagram. I designed templates for the daily stories introducing a consistent and engaging visual Wattum's brand identity. I developed a content calendar in Airtable focusing on industry insights, company updates, and community engagement to attract and retain followers.
Results
Despite the challenging market conditions, the optimized email campaigns led to a 20% increase in both Open Rate and Click-Through Rate, surpassing previous benchmarks and indicating enhanced audience engagement.
The refreshed visual design and strategic content planning resulted in a 30% increase in followers and engagement metrics within a first month, strengthening Wattum's presence in the digital space.