Building the Systems Behind a Growing Email Program
Constant Contact to Mailchimp Migration | Email Strategy & Marketing Operations
As Education Forward Arizona’s audience grew, our email marketing needs were growing with it. The organization needed a platform and structure that could support more sophisticated audience segmentation, automation, measurement, and future growth.
I managed the transition from Constant Contact to Mailchimp, using the move as an opportunity to strengthen the systems and processes behind our email marketing—not simply change platforms.
Growing the Infrastructure Along With the Audience
As our email audience grew from roughly 8,000 subscribers in 2024 to more than 13,000, the challenge wasn’t simply how to send more email. It was how to communicate more intentionally at scale.
The transition to Mailchimp created an opportunity to build a more advanced approach to audience segmentation, introduce automation, strengthen workflows, and better connect marketing communications with the organization’s broader data systems.
Rather than recreating what we already had in a new platform, I approached the migration with the long term in mind.
Connecting Audience, Data & Communications
A stronger email program depends on more than the platform behind it. We needed to think about how audiences were organized, how data moved between systems, and how that information could support more relevant communications.
I developed a new audience segmentation framework and email structure while partnering with our data team and Salesforce administrator on the connection between Mailchimp and Salesforce.
That cross-functional work helped align our marketing needs with the organization’s broader approach to data and relationship management while creating a stronger foundation for segmentation, automation, and future growth.
My Role
Audience Strategy
Developed a more sophisticated segmentation framework to better organize and communicate with a growing 13K+ audience.
Systems & Integration
Partnered with our data team and Salesforce administrator to connect Mailchimp with Salesforce and strengthen how audience data supports our communications.
Automation & Workflows
Built automations and clearer processes that support more timely communications and improve how email is managed across the organization.
Measurement & Learning
Strengthened how we use email performance and audience engagement data to inform future communications.
Result & Outcome
13K
Subscribers now reached through email
62.5%
Growth in email audience since 2024
42.6%
Average open rate
5.4%
Average click rate
Building Capacity
The move to Mailchimp was part of a broader effort to strengthen the systems behind Education Forward Arizona’s marketing and communications function.
By connecting audience strategy, automation, workflows, data, and Salesforce, we created infrastructure that can continue to evolve as the organization and its communications needs grow.
For me, that was the bigger opportunity: not simply moving from one platform to another, but building a better foundation for how we understand and communicate with our audiences.