Email Nurture Overhaul for Vaask

Objective:
Revamp Vaask’s email nurture system to increase engagement, re-activate cold leads, and support the sales team with warmer, more responsive prospects.

Project Overview:
Vaask had an existing list of leads from past campaigns and website submissions, but their email engagement was extremely low. Many sequences were outdated, generic, or lacked follow-through. I was tasked with rebuilding the nurture strategy and execution to increase engagement and help sales reps focus on qualified, active contacts.

What I Did:

• Audited the existing email sequences to identify drop-offs, irrelevant content, and delivery issues.

• Rewrote all email content with a focus on clarity, personalization, and value, including subject lines, body copy, CTAs, and visuals.

• Built new segmented workflows based on lead source (campaign, event, website), behavior, and persona type.

• Set up A/B tests for subject lines and delivery times to optimize open and click rates.

• Implemented engagement scoring within HubSpot to notify sales reps when a contact reached a qualified activity threshold.

• Collaborated with the sales team to align messaging and ensure the handoff process was smooth and timely.

Results:

• Increased open rates from 2–5% to a consistent 25–30% across all sequences

• Re-engaged dozens of cold contacts who hadn’t interacted in months

• Delivered more consistent, qualified opportunities to the sales team

• Created a fully automated email infrastructure that could scale with future campaigns

Tools Used:
HubSpot, Email Marketing, Copywriting, A/B Testing, Workflow Automation, CRM Integration