Member Lifecycle Marketing Campaign
Supporting Mutual of Enumclaw members through email and web content across policy lifecycle touchpoints, from new member to policy renewal.
Role
Marketing strategy, graphic design, web design, writing, email segmentation & automation
Tools & Platforms
HubSpot (CRM, Automation, Personalization), Figma, Illustrator, Photoshop, Sitefinity CMS, Bootstrap, HTML/CSS
If I had to choose one email campaign as my magnum opus, it would be Mutual of Enumclaw's member lifecycle marketing campaign. Technically, it’s four individual email campaigns standing on top of each other in a trench coat.
Members receive multiple email touchpoints throughout the policy cycle, from the start of their policy/membership to targeted pre-renewal and post-renewal outreach, plus monthly check-ins with helpful policy management and safety resources.
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Touchpoint 1: New Member Onboarding (6 email series)
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Touchpoint 2: Monthly Member News (monthly series)
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Touchpoint 3: Pre-Policy Renewal Outreach—aka "Maximize Your Membership" (1 personalized email and landing page per policy)
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Touchpoint 4: Policy Renewal Confirmation (1 email per policy)
This may sound simple, but it has required designing custom copy and responsive landing pages for different personalization needs, email automation mapping, doing a ton of CRM data integration and testing, and troubleshooting for edge-case scenarios without impacting the user experience.
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For each campaign, I was responsible for end-to-end strategy, sequencing, creative direction, design and copywriting, and publication. Most of the CTA links lead to other resources (landing pages, blog posts, or documents) that I also managed and/or created.
As part of the strategy and sequencing work, I developed a customer journey map that follows the member and policy lifecycle. This involved extensive research and feedback analysis, including survey responses and trends in engagement and interaction across each lifecycle touchpoint, resulting in an overview of each step in the lifecycle with related customer personas. My lifecycle journey work was leveraged in planning a major company rebrand in 2026.
The member onboarding and monthly news campaigns have been running since 2023; extensive A/B testing was done between 2023–2024, and content continues to be refined and optimized for each campaign. The pre-renewal and post-renewal touch points started more recently, launching in 2025.
Individually, each campaign has very healthy engagement rates, meeting or exceeding the industry average for open and click-through (CTR) metrics.
All-time averages for each campaign (2023–2026):
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Member Onboarding: 40.2% open / 15.3% CTR
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Member News: 21.9% open / 13.6% CTR
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Pre-Renewal Outreach: 25.5% open / 15.2% CTR
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Policy Renewal Confirmation: 31.4% open / 15.8 CTR
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