GEW Vietnam
Email Marketing Strategy & CRM
Planning and optimizing lifecycle email campaigns to strengthen customer engagement, improve retention, and support business growth through data-driven CRM strategies.
Planning and optimizing lifecycle email campaigns to strengthen customer engagement, improve retention, and support business growth through data-driven CRM strategies.
Marketing Executive
GEW Vietnam
WIGI Hair
E-commerce
Klaviyo
CRM • Lifecycle Marketing • Customer Retention
Jan 2025 – Present
Email marketing was an important part of WIGI Hair's integrated marketing strategy. Rather than sending promotional emails only, I planned lifecycle campaigns based on customer behavior, purchase stages, and marketing objectives. Working alongside website optimization and paid media, email marketing helped improve customer engagement, retention, and repeat purchase opportunities.
My role included campaign planning, customer segmentation, automation management, performance monitoring, and continuous optimization using campaign data.
Grouped customers based on behavior, purchase history, and engagement level.
Planned promotional, seasonal, educational, and retention campaigns aligned with marketing objectives.
Designed customer journeys including Welcome Series, Browse Abandonment, Abandoned Cart, and Post-purchase flows.
Monitored campaign performance and optimized content, timing, and audience targeting.
Planned lifecycle email campaigns aligned with customer journeys and marketing objectives.
Built and maintained automated email flows to support customer acquisition and retention.
Tracked open rates, click rates, conversions, and customer engagement using Klaviyo reports.
Improved email performance through A/B testing, content refinement, and audience segmentation.
Introduce new customers to the brand and products.
Support seasonal sales and product launches.
Recover potential customers through behavioral automation.
Maintain engagement after purchase through educational and follow-up emails.
Analyze campaign KPIs and identify improvement opportunities.
Evaluate engagement trends to improve lifecycle communication.
Compare subject lines, content, and sending schedules.
Use campaign insights to optimize future CRM strategies.
A lifecycle email journey designed to guide customers from their first interaction to purchase while supporting engagement and long-term retention.
A behavioral email journey designed to re-engage visitors after product browsing, rebuild purchase confidence, and encourage them to return and complete their order.
A conversion-focused email journey designed to recover abandoned carts by reinforcing purchase confidence, creating urgency, and encouraging customers to complete their checkout.
This project strengthened my understanding of CRM and lifecycle marketing by demonstrating how customer data, segmentation, and automation can work together to improve engagement and retention. I also learned how continuous performance analysis supports more effective campaign planning and optimization.