Industry: Gas Detection & Safety Services
Role: Marketing Manager
Focus: CRM Email Marketing & Audience Optimization

Challenge

Our team wanted to improve engagement with their email marketing campaigns. While they had an established customer base and were using a CRM platform (ACT!), their email open and click-through rates were not performing to their liking. Prior to my involvement, click-through rates were averaging under 3%, and open rates showed minimal consistency across campaigns.

Approach

Taking complete ownership of the CRM email marketing program, I implemented a strategic overhaul that focused on:

• Audience segmentation to better align content with customer needs (fire departments, wastewater, manufacturing, etc.)

• A/B testing subject lines, visuals, and calls to action to refine messaging based on real-time feedback

• Personalization strategies using CRM data to tailor emails for relevance and trust

• Refined sending schedules based on performance insights from previous campaigns

• Consistent brand voice paired with informative, service-driven messaging that respected busy professionals' time

Results

• Open rates consistently above 40%, outperforming industry benchmarks

• Click-through rates jumped from under 3% to over 20% in targeted campaigns

• Notable boosts in quote requests and service inquiries following each high-performing campaign

• Ongoing optimization through continuous A/B testing and engagement analysis

Takeaway

By combining technical CRM capabilities with creative messaging and a data-driven approach, I turned email marketing into one of Apollo Safety’s strongest communication tools. These results reflect not only improved metrics but stronger customer relationships and increased confidence in the brand’s reliability.