Case Study • Email Marketing and CRM
Corollary PR email marketing performance audit
A data-led assessment of declining lead quality, conversion, engagement, and marketing efficiency, translated into a practical permission-based growth strategy.
- Project type
- Independent consulting audit
- Scope
- Email, CRM, audience, and conversion analysis
- Deliverable
- 10-page executive presentation
- Focus
- Lead quality and sustainable acquisition
Project overview
I evaluated Corollary PR’s year-over-year email marketing performance and organized the findings into an executive audit. The work connected funnel metrics, list quality, audience alignment, content, calls to action, and lead nurturing to the broader business problem.
The result was a concise decision document designed to help leaders understand why performance declined and which changes should be prioritized first.
Business problem
The provided year-one and year-two data showed fewer leads, a lower lead-to-customer conversion rate, and higher acquisition costs despite continued email investment. Leads declined from 15 to 10, conversion moved from 20 percent to 10 percent, cost per lead rose from $667 to $1,000, and cost per client rose from $3,333 to $10,000.
I treated these figures as diagnostic inputs supplied for the audit, not as outcomes produced by my work.
Root-cause analysis
I traced the performance gap to a mismatch between strategy, audience, content, and the buyer journey. The audit identified five connected issues: reliance on purchased email lists, overly promotional newsletter content, limited segmentation, unclear calls to action, and insufficient lead nurturing.
The audience analysis then compared the purchased-list profile with an ideal client profile based on industry, job role, company size, needs, and likely engagement.
Kristina’s role
I served as the marketing strategist and analyst, responsible for interpreting the supplied performance data, structuring the business case, developing the recommendations, defining the customer journey and measurement approach, and designing the presentation.
Strategic recommendations
- Replace purchased lists with permission-based audience growth
- Segment subscribers by industry, role, interest, and behavior
- Personalize content around audience needs
- Strengthen and test calls to action
- Build automated welcome and nurture workflows
- Monitor funnel efficiency and optimize over time
Proposed measurement
The recommended scorecard includes lead-to-customer conversion, cost per lead, cost per client, newsletter engagement, qualified leads, and return on email marketing investment.
Complete audit
Review the full 10-page deck for the executive summary, performance comparison, root-cause analysis, audience gap, customer journey, recommended actions, proposed KPIs, and next steps.