Email, CRM & lead capture

Email campaigns built, tested and measured from audience selection to website action

At Halo, I managed practical email and CRM workflows across Mailchimp, Current RMS, HubSpot, WordPress and spreadsheet-based customer data.

My work covered audience preparation, campaign planning, copywriting, imagery and animated assets, subject lines, preview text, responsive email builds, test sends, recipient checks, link quality assurance, website coordination, WordPress republishing and post-campaign reporting.

I used campaign-level and URL-level evidence to move beyond visibility metrics and understand which products, services and website destinations recipients actively chose to explore.

Results at a glance

10campaign sends in the documented programme

17,083cumulative recipients

7,554cumulative opened recipients

2,216total clicks

1,739 → 2,106recipients per campaign, Jun 2024–Aug 2025

≈21.1%increase in campaign reach

1,248client records in the main segmentation dataset

8audience segments

Data note: Recipient and opened-recipient figures are cumulative across sends, not deduplicated people. The programme includes one targeted resend.

Campaign Case Study Navigator

Campaign case study 01

Chauvet Ovation F-415FC product launch

A focused product-launch campaign connecting one clear message with a dedicated website destination and detailed link-level reporting.

Sent 11 October 2024

1,609recipients

44.2%open rate

310total clicks

106unique hero-product clicks

Chauvet Ovation F-415FC campaign campaign cover

Challenge

Halo needed to introduce a technically detailed lighting fixture to a B2B audience without turning the email into a long specification sheet.

The campaign needed to identify the product’s strongest commercial value, communicate it clearly and give recipients a direct route to a dedicated product page.

Campaign idea

Build the campaign around one primary product story, one clear action and one central website destination.

Rather than presenting every technical detail with equal importance, the message would lead with the most relevant customer benefits and use the product page for deeper information.

Campaign workflow

Plan

Audience, product focus, value, message and CTA

Create

Copy, imagery, Mailchimp build and website destination

Test & QA

Subject, preview, recipients, layouts and links

Publish

Deploy and verify destination pages

Report

Delivery, opens, clicks and URL behaviour

Optimise

Apply insights to future campaigns

Execution

The final campaign used branded product imagery, concise benefit-led copy and a clear route to the Chauvet Ovation F-415FC product page.

The reporting separated overall campaign engagement from meaningful interest in the featured product, allowing the result to be assessed through what recipients did after opening.

Chauvet Ovation F-415FC campaign animation

Chauvet campaign across desktop and mobile

View my contribution

Reviewed the available product information and selected the strongest selling points.
Wrote the email copy and campaign message.
Selected, edited and prepared the product imagery.
Built and structured the campaign in Mailchimp.
Created and checked the website links and calls to action.
Coordinated the campaign with the corresponding WordPress product page.
Prepared the subject line, preview text and recipient selection.
Sent test versions and reviewed desktop and mobile layouts.
Checked links, destinations and campaign details before deployment.
Analysed delivery, opens, campaign clickers, total clicks, bounces, unsubscribes and URL-level performance.

Subject line, preview text and CTA evidence

Chauvet product page evidence preview — Dedicated F-415FC product-page evidence

Team and collaboration

I worked with product, sales and operational stakeholders to confirm technical information, product availability and customer relevance.

The campaign message, copy, Mailchimp build, quality assurance, website coordination and reporting were part of my direct marketing work.

Results

The campaign reached 1,609 recipients and generated 689 opened recipients, producing a 44.2% open rate.

It generated 310 total clicks. The featured product page received 114 total clicks and 106 unique clicks, showing that recipient activity was concentrated on the product being promoted rather than distributed only across generic website links.

This made the campaign a useful example of how focused messaging and link-level reporting can reveal genuine product interest.

689opened recipients

114total product-page clicks

106unique product-page clicks

310total campaign clicks

24-hour campaign performance cover — 24-hour campaign performance

Click performance cover — Click performance: 106 unique product-page clicks

Learning

A technically detailed product campaign does not need to communicate every specification at once. The strongest result came from keeping the email focused, creating one clear route and using URL-level evidence to understand what recipients genuinely wanted to explore.

Campaigns within the programme

Chauvet F-415FC and Halo AV remain within the ten-send totals and are shown as detailed cases above.

We Are Expanding Our ROBE Range

Announcing Halo’s expanded ROBE inventory and encouraging customers to explore the wider range.

1,719 recipients · 758 opened recipients · 133 total clicks

Introducing the Astera QuickSpot

Launching a versatile battery-powered spotlight through email, product content and a matching website article.

2,103 recipients · 1,009 opened recipients · 354 total clicks · 132 unique product-page clicks

Halo’s New Product: ROBE PAINTE

A focused product campaign connecting the new fixture announcement to Halo’s product range.

45.3% open rate · 2.1% click rate · 32 unique product-page clicks

A Bright Start to 2025

Opening the year with a broader company and service-led message.

1,637 recipients · 44.9% open rate · 165 total clicks

Halo’s Largest Ex-Hire Sale Is Back

Driving high-intent traffic towards more than 1,000 pieces of discounted Ex-Hire inventory.

1,857 recipients · 878 opened recipients · 239 total clicks · 132 clickers · 114 unique Ex-Hire-page clicks

Targeted resend

Largest Ex-Hire Sale – targeted resend

Re-engaging recipients who had not opened the main Ex-Hire campaign.

1,008 recipients · 17.0% open rate · 83 total clicks

Discover Halo’s New Chauvet Range

Showcasing five new Chauvet arrivals through a multi-product range campaign.

1,841 recipients · 49.5% open rate · 77 total clicks

Merry Christmas from Halo

Communicating Halo’s seasonal message and Christmas closure information.

1,622 recipients · 45.0% open rate · 120 total clicks

Email → website action

Connecting email with website action and lead pathways

Email performance did not stop at the open rate. I connected campaigns to product pages, service categories, sales content and WordPress articles, then used URL-level reporting to identify what recipients explored after opening.

Selected campaign content was republished as searchable WordPress articles with SEO titles, meta descriptions, custom URLs, imagery and internal links.
Product and service links directed recipients towards commercial pages where they could explore inventory, services and contact pathways.
URL-level reporting helped separate passive campaign visibility from active product, service and website interest.

Newsletter links and website destination evidence

106unique clicks to the Chauvet F-415FC page

132unique clicks to the Astera QuickSpot page

114unique clicks to the main Ex-Hire Sale page

599total clicks across Halo AV

Campaign messageProduct, service or company story

→

Website destinationProduct page, category or WordPress article

→

URL-level behaviourEvidence of what recipients chose to explore

This created a clearer evidence chain from campaign message to website action and potential customer contact, without treating clicks as completed enquiries or sales.

CRM & audience segmentation

CRM and audience segmentation

I worked across Current RMS, Mailchimp, HubSpot and spreadsheet-based customer records to support more organised audience preparation and relevant campaign delivery.

The main preserved segmentation dataset contained 1,248 Current RMS CRM client records, organised into eight audience segments. The wider evidence also references five segmentation files used across the customer-data workflow.

Current RMSMailchimpHubSpot

1,248Current RMS CRM client records

8audience segments

3core systems

5referenced segmentation files

Current RMS

Existing CRM client records

8 segments

Practical customer grouping

Mailchimp audience preparation

Manual recipient preparation

Campaign

Build, QA and deploy

Analyse / URL-level insights

Review campaign and destination behaviour

Audience preparation workflow

1,248 CRM records8 audience segmentsMailchimp preparationCampaign deliveryURL analysis

Alt Description — Anonymised workflow preparation evidence.

My contribution

Worked with existing customer records across several systems and files.
Organised data into clearer customer groups.
Supported campaign-recipient preparation.
Connected CRM information with Mailchimp campaign activity.
Used campaign and URL-level performance to understand which messages and destinations generated interest.
Maintained evidence and reporting that could support later targeting decisions.

Learning

Segmentation is most useful when it improves actual communication rather than existing only as a spreadsheet exercise. The value came from connecting customer organisation with campaign preparation, message relevance and measurable website behaviour.

Explore how email activity connected with content, websites and wider campaign delivery

The work combined creative production with CRM organisation, quality assurance, website publishing and evidence-led reporting.

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