.png)
EMAIL & LIFECYCLE
Mailchimp Migration & Email System Rebuild
Modernising an organisation-wide email marketing system to improve campaign performance, audience management and operational efficiency.
Organization: Banff Centre for Arts and Creativity
Period: Aug 2024 – Feb 2025
Role: Manager, Digital Marketing & Platforms
15 - 20%
Increase in click-to-open rates
Unified
Email marketing platform and workflows
Expanded
A/B testing and team capabilities
The Challenge
Banff Centre's email marketing activity relied on legacy tools and processes that created challenges for audience management, campaign consistency and performance optimisation.
With multiple teams contributing to email communications, the organisation needed a more centralised approach to campaign creation, consent management and reporting.
The migration to Mailchimp presented an opportunity to do more than replace existing tools. It was a chance to rebuild the email marketing system around clearer processes, stronger governance and more effective audience engagement.
Approach
01
Platform Migration & Governance
Led the migration from legacy email tools to Mailchimp, establishing a more centralised environment for managing campaigns and audiences.
Developed audience structures, consent workflows and governance practices designed to support CASL and GDPR requirements while improving consistency across teams.
02
Campaign Performance
Developed reusable email templates and campaign frameworks to simplify production and maintain consistent quality.
Improved segmentation, content practices and performance measurement, while expanding structured A/B testing to help teams understand what resonated with audiences and optimise future campaigns.
03
Training & Adoption
Supported teams through the transition with training, documentation and practical guidance on using Mailchimp effectively.
Established clearer campaign processes and encouraged more consistent use of testing and performance insights, helping teams build confidence and improve their email marketing practices.
Results & Impact
The migration brought campaigns, audience management and reporting into a more consistent and manageable email marketing system. Reusable templates, clearer consent processes and team training simplified day-to-day delivery and helped establish shared standards across the organisation.
Alongside these operational improvements, stronger segmentation, content practices and A/B testing contributed to a 15 - 20% increase in click-to-open rates. The result was stronger audience engagement and a more sustainable foundation for measuring and improving future campaigns.
Tools & Expertise
Mailchimp
Email Marketing
Audience Segmentation
A/B Testing
Consent Management
Marketing Operations