Email Marketing Portfolio
This portfolio highlights the email campaigns I led at Keri Systems. It outlines my strategy in addressing key challenges and gaps the company faced. I served as the main overseer of four campaigns, each designed to target specific audiences that generated revenue for Keri Systems while also re-engaging lost leads for our partners.
Business Model at Keri Systems: Our primary source of revenue comes from selling to third-party partners, who then sell and install our products for their end users.
RMR Connect
Summary
Keri Systems had a large database of end-users running outdated systems and products. The goal of this project was to reconnect with the partners who manage these accounts and explore opportunities to revive the relationship between the two parties. Many third-party installers lack the resources to keep track of every account, which often results in accounts being overlooked or inactive. To address this, we launched a program using targeted email campaigns to re-engage these accounts, gauge their interest in upgrading to newer systems, and then route qualified leads back to the appropriate partner/installer.
Strategy
We began by pulling support ticket data from PowerBI, then cleaned and validated the information before sending it to partners to compare against their own records. Once the dataset was finalized, we worked with the Business Development Team to identify which leads showed interest in Keri products. I supported the marketing team by providing sales collateral such as digital brochures and sell sheets that highlighted cost savings, labor efficiency, and the recurring monthly revenue partners could generate by selling our cloud-based software. When a lead expressed interest, it was passed back to the partner, who was incentivized to close the deal through this program.
Results
Through RMR Connect, we successfully revived more than 150 accounts across 50+ participating partners, creating new opportunities for long-term recurring revenue.
IPP Newsletter
Summary
The Integrator Partner Program (IPP) was created to strengthen relationships with dealers by offering structured incentives tied to product sales. The program encourages dealers to become members through either direct sign-ups during sales conversations or via our online subscription form. As members increase sales, they move up into higher tiers, unlocking greater discounts and exclusive opportunities. The quarterly IPP newsletter serves as both an engagement tool and a value-add, providing dealers with updates on new products, feature highlights, and opportunities to sign up for demos or trainings.
Strategy
We built the program around consistent communication and clear incentives. Dealers were encouraged to join through Regional Sales Managers or webform sign-ups, giving them immediate access to program benefits. Members were motivated by a tiered rewards structure: the more they sold, the more they earned in additional deals. To sustain engagement, I developed a quarterly newsletter distributed through email campaigns, highlighting new product releases, feature updates, and training opportunities. Each issue provided a direct channel for dealers to register for demos and strengthen their expertise with Keri solutions.
Results
The IPP Newsletters drove strong program growth, resulting in over 300 dealer members. Each campaign achieved an average 50% open rate and 20% click-through rate, significantly above industry benchmarks. This boosted engagement with partners, expanded training participation, and drove recurring revenue growth as dealers advanced through incentive tiers.
Dealer Nurturing Campaign
Summary
At Keri Systems, many of our dealer and installer partners manage large customer bases but often lack the time and resources to consistently engage dormant accounts. The Dealer Nurture Campaign was designed to help bridge that gap by equipping partners with automated email campaigns that reintroduced Keri solutions, educated them on our cloud-based offerings, and sparked conversations around system upgrades. The program’s goal was to help partners win back attention from end-users, generate new project opportunities, and build recurring monthly revenue streams through software conversions.
Strategy
Using Zoho’s email automation platform, we built a series of segmented campaigns tailored to installer and end-user pain points. Each email was designed to provide value, from technical resources and upgrade paths to financial benefits of migrating to Borealis, our cloud platform. The campaigns also gave our sales team a chance to re-engage with dealers they hadn’t connected with in some time. The call-to-action led recipients to a web form, where they could request a 1-on-1 training session with their Regional Sales Manager (RSM). This approach gave sales a foot in the door with key decision-makers while positioning partners as proactive advisors. To support follow-up conversations, I developed digital brochures and ROI forecasts that partners and sales could present during training sessions.
Results
The Dealer Nurture Campaign successfully re-engaged dormant accounts, generated new project opportunities, and created recurring revenue potential by encouraging end-users to transition to Keri’s software solutions. It also gave our sales team a structured way to reconnect with dealers and secure direct meetings through training requests, strengthening both relationships and pipelines.
Zoom Info Campaign
Summary
Keri Systems had an extensive database of end-users but limited direct contact information, making it challenging to engage them effectively. To solve this, we utilized ZoomInfo to identify the most effective points of contact within each organization. The campaign’s goal was to connect with decision-makers, encourage them to consider migrating to Borealis, and then loop in our partners to drive conversions.
Strategy
Using ZoomInfo, we enriched our database with accurate contact information and segmented the end-users most likely to benefit from upgrading to Borealis. We then developed a series of targeted email campaigns designed to educate them on the benefits of our cloud-based platform and encourage interest in conversions. Once an end-user expressed interest, we coordinated with the partner who owned the account, involving them directly in the sales process. Our sales team then worked closely with the partner to finalize quotes, ensuring alignment among all parties while strengthening trust and collaboration.
Results
The ZoomInfo Campaign improved the quality of our outreach, allowing our sales team to increase close rates while fostering stronger relationships with partners. By connecting directly with decision-makers and ensuring partners were involved at the right stage, we created a streamlined process that benefited both Keri and its channel network.