Sofia Reyes
Professional Background
Sofia Reyes is an email marketing and referral program specialist with 10 years of experience across e-commerce, media publishing, and nonprofit fundraising. She has managed email programs generating over $40M in annual attributed revenue and has built subscriber lists ranging from 5,000 to 2M contacts.
Key Achievement
Most Important Marketing Accomplishment
Sofia's most important marketing accomplishment was building the email acquisition and referral program for a direct-to-consumer luggage brand that needed to reduce its dependence on paid Facebook ads. She designed a "refer-a-friend, you both get a travel kit" program that integrated with post-purchase email flows, launched a content-driven newsletter that grew from 0 to 180,000 subscribers in 11 months using only organic promotion, and implemented a progressive profiling form strategy that increased lead-to-subscriber conversion by 34%. The combined email and referral channel grew to contribute 28% of total revenue, reducing CAC by 37%.
Forum Contributions (1)
Sofia Reyes has answered these common marketing questions:
Email Marketing
How can I improve my email conversion rates without increasing send frequency?
Focus on segmentation and progressive profiling rather than sending more emails. The goal is to send the right message to the right person at the right time. Use progressive profiling to gradually learn more about your subscribers and tailor content accordingly. I built a referral program for a luggage brand that integrated with post-purchase email flows and grew a newsletter from 0 to 180K subscribers in 11 months using only organic promotion. We increased lead-to-subscriber conversion by 34% just by optimizing our form strategy. Quality of targeting matters far more than quantity of sends.
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