Marketing/Communications

Crawl, Walk, Run: Email Strategies for Every Stage of Marketing

Problem Statement

We’ll cover what basics to master first—segments and subscriptions—then move on to A/B testing, and finally, share strategies for welcome series and list suppression.

You’ve heard about A/B testing and welcome series, but you don’t know where to start. Or maybe you think you have to have an expensive marketing platform with all the bells and whistles to even get started. Fear not! In this session, we’ll use a case study to help you lay the foundation of your email marketing strategy, and show you how to build it! We’ll cover what basics to master first—segments and subscriptions—then move on to A/B testing, and finally, share strategies for welcome series and list suppression.

You’ll leave with a solid understanding of where your organization’s strategy is, what tactics you want to try next, and tips to get you there.

TJ Warfield
BrightStep Partners
Salesforce Technical Strategist
I joined BrightStep Partners last year after overseeing all of the internal technologies and databases for Save The Bay. I hold a M.S. in Computer Information Systems with more than 15 years of experience in Information Technologies, over 6 years working with Salesforce and over 25 years working with nonprofits. My passion is to empower nonprofit staff to better meet their Organizations' missions by providing solid systems that allow staff to focus their energies on what matters and not on fighting with their data and technology. I love my role as Salesforce Technical Strategist at BrightStep Partners as it allows me the most impact across so many nonprofits that I love. With a previous background in Marine Biology, I have served as a docent for Friends of the Elephant Seal and a volunteer researcher for both Bimini Biological Field Station and NOAA/Scripps. As a certified SCUBA diver since high school, I remain passionate about shark diving and am an avid hiker who is proud to call the Bay Area home. However, above all else, I am Mommy to the most adorable, compassionate and loving 5 year-old boy.

Vivian Reed
Save the Bay
Communications Specialist
Vivian Reed is a Communications Specialist at Save The Bay, a leading environmental advocacy organization that protects and restores San Francisco Bay. She oversees email and social media communications, and was instrumental in integrating marketing automation and audience targeting across a wide variety of campaigns.

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