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EMAIL & SEASONAL PROMOTION
How I turned a quiet email list into a sales channel.
A short warm-up and promotional campaign designed to re-engage an existing audience, rebuild attention and turn Ramadan interest into sales.
01 — THE CHALLENGE
An audience was there. The email strategy wasn’t.
Our language learning platform already had an email list, but it wasn’t being used consistently as a marketing channel.
With Ramadan approaching, the opportunity wasn’t simply to send a promotion. The list first needed a reason to start paying attention again - before being asked to buy.
02 — THE STRATEGY
Warm first. Sell second.
I built the campaign around a simple progression:
Re-engage → Build value → Introduce the offer → Drive action
Rather than leading with a discount, the emails first rebuilt familiarity with the brand and its value. Once attention was there, the Ramadan offer had somewhere to land.
The campaign combined education, relevance and increasingly conversion-focused messaging as the sequence progressed.
+30%
increase in revenue after the warm-up sequence became the new subscriber entry point.
03 — THE WORK
A short sequence with a job for every send.
Welcome / Re-engagement
Reconnect with subscribers and re-establish why the brand matters.
Value & Education
Give the audience useful, relevant reasons to keep reading.
Ramadan Promotion
Turn renewed attention toward the offer with clear, direct conversion copy.
My role: Email strategy · Campaign planning · Copywriting · Offer positioning · Execution
76.8% open rate
and a 15.7% click rate, while the campaign created an approximately 30% revenue lift during the send window.
04 — THE TAKEAWAY
The revenue lift came from treating attention as something to earn, not something to extract. A warmer list was simply the outcome of a clearer relationship - built one useful email at a time.
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© 2026 Zaynab Merchant
zaynab@zaynabmerchant.com