EMAIL CAMPAIGN STRATEGY
Click Rate Optimization
Broderick Group managed email marketing campaigns for 100+ office and industrial properties, distributing approximately 15 leasing campaigns each week to tenant representation brokers. While campaign open rates consistently ranged from 40% to 70%, click-through rates remained low, averaging between 0% and 3%. Recognizing this gap, I initiated an optimization project to identify opportunities to improve engagement beyond the initial email open.
Using historical campaign data, I analyzed performance trends and selected four representative email campaigns to redesign. The goal was to test whether improvements to content hierarchy, calls to action, and visual presentation could encourage recipients to engage more deeply with leasing materials.
Objectives
Increase email click-through rates
Improve engagement with property marketing content
Encourage recipients to explore listings and marketing materials
Develop a repeatable framework for higher-performing leasing campaigns
Validate design and content improvements through performance data
Role
Analyzed historical email performance data to identify engagement trends
Selected campaigns for redesign based on performance metrics
Redesigned email layouts to improve visual hierarchy and readability
Strengthened calls to action and content organization
Implemented the revised campaigns through the email marketing platform
Measured and compared campaign performance before and after optimization
Deliverables
Email performance analysis
Campaign optimization strategy
Four redesigned leasing email templates
Performance reporting and comparative analysis
Results
Increased click-through rates across all four redesigned campaigns
Improved click rates from 5.9% to as high as 20%
Demonstrated that strategic design and content improvements could significantly increase recipient engagement
Established a data-driven approach to optimizing future leasing email campaigns
