CASE STUDY

A Personalized Email Marketing Crash Course To Supercharge CivicRisk Mutual’s Internal Team

CivicRisk Mutual wanted to handle their email marketing in-house — Brafton showed them how.

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CivicRisk Mutual is a self-funded, self-managed, member-based mutual organization in Australia. It primarily supports local government councils by offering risk management and risk mitigation services. Its mission is to help councils better protect and serve their communities through tailored protection programs and various support initiatives.

THE CHALLENGE

No In-House Email Marketing Specialists

Email marketing isn’t a cake walk — it takes expertise, strategy, data, troubleshooting, testing, optimization and, most importantly, consistency, to create an effective and engaging campaign.

To CivicRisk Mutual’s credit, they wanted to handle their email marketing in-house even though they lacked an internal marketing team to take charge. Since Brafton helps CivicRisk with other aspects of their marketing efforts, we weren’t going to leave them hanging. Instead, we showed them how to do email marketing well through completely customized training.

THE SOLUTION

Email marketing training

Once we had our assignment, we got to work creating a custom email marketing crash course that would pave the way for CivicRisk staff to become adept email marketers. This included a custom email marketing training deck, covering topics such as email best practices, legal and ethical considerations and how to use CivicRisk’s preferred tools.

We also created a custom email strategy aligned with the client’s organizational goals, with expert insight and step-by-step guidance on deploying effective email marketing campaigns — from intro drips to onboarding emails and newsletters.

Bianca Baker, senior email consultant at Brafton, delivered our custom course via four one-hour training sessions.

THE OUTCOME

From Nil to Next-Level Awareness

+1

comprehensive email training deck

+1

custom email marketing strategy

+4

training sessions with an expert email consultant

+4

personalized email templates

Everything we created — the training deck, custom strategy, and more — was for CivicRisk to keep, study and follow closely for future email campaigns, but we wanted to make implementation even easier.

In addition to those materials, we also built four custom email templates to support CivicRisk’s strategy, to use and reuse as they see fit. The templates include guidance and structure for different email types, including marketing emails, newsletters, event emails and more.

Between the training sessions, deck, templates and strategy, CivicRisk Mutual’s internal team has everything they need to create and deliver effective email marketing campaigns to its audience.

If owning aspects of your marketing operations internally sounds appealing, Brafton can set you on a path of success with personalized training sessions and materials — just ask us how.