Email & Content Marketing Automation for V4H main website & Art pillar

👤 Role: Lead & ****Strategist ****🏷️ Project Type: Digital & Email Marketing ****👤 Supervisor: Rui Nunes ****👥Team Members: Deniz, Amandaa, Angela, Bai-Pai ****📅 Year: Jan 2025

Overview

V4H served as our case study for designing comprehensive marketing automation systems that leverage behavioral psychology to transform casual website visitors into engaged community members. As the marketing lead on this project, I spearheaded the development of customer journey mapping, lead generation flows, and behavioral trigger systems that aligned with both marketing objectives and the psychological motivations of the target audience.

Key Objectives:

• Achieve 300 landing page lead-magnet signups for the "Radical Hope" exhibition within 60 days
• Convert 20% of newsletter subscribers into members within 90 days
• Design behavior-driven automation flows based on psychological triggers
• Create segmentation frameworks that respond to user engagement patterns
• Develop re-engagement strategies for passive subscribers
• Establish a loyalty program that reinforces commitment through behavioral incentives

https://www.canva.com/design/DAGde_OezrI/FJCheczZPvrNkoSx8eckYA/view?utm_content=DAGde_OezrI&utm_campaign=designshare&utm_medium=link2&utm_source=uniquelinks&utlId=h8b4ad40396

Challenge

Non-profit organizations like V4H typically struggle with converting content consumers into active community members. Traditional marketing approaches often focus on content delivery rather than behavioral change, resulting in high initial interest but low long-term engagement. Our case study needed to address how systematic marketing automation could move users through a psychological journey from awareness to commitment.

Solution

We developed a comprehensive behavioral marketing system built on ActiveCampaign automation that maps and responds to user psychology at each stage of engagement. Our interconnected flows identify psychological triggers, respond with targeted content, and gradually escalate commitment requests based on demonstrated engagement patterns. This approach treats each user interaction as both a marketing touchpoint and an opportunity to deepen psychological investment in the organization's mission.

Process & Methodology

Audience Analysis & Behavioral Mapping

• Developed two detailed user personas: General Visitor and Exhibition Visitor profiles
• Created behavioral trigger maps identifying key decision moments in the user journey
• Established engagement scoring metrics based on user actions and time-based triggers
• Designed segmentation frameworks based on engagement patterns

Marketing Automation Architecture

• Designed lead magnet strategy centered on the "Radical Hope" exhibition
• Created multi-stage email nurturing sequences with behavioral branch points
• Developed re-engagement flows for inactive subscribers based on psychological principles
• Established loyalty program mechanics with point-based incentives and milestone rewards

Implementation Planning

• Built detailed automation flowcharts for ActiveCampaign implementation
• Created content frameworks for each email in the sequence
• Established conditional logic for user segmentation based on engagement behaviors
• Developed KPI frameworks for measuring automation performance

Performance Measurement Design

• Created comprehensive KPI structure covering email engagement, lead nurturing, and conversion
• Established Squarespace and Google Analytics measurement frameworks
• Designed performance benchmarks for each stage of the marketing funnel
• Created monitoring systems for identifying breakpoints in the engagement journey