Email marketing was a key component of Southern California Reproductive Center’s (SCRC) digital strategy during my time working on their account at Bonafide. I focused on improving consultation request conversions through strategic testing, segmentation, and thoughtful content development. I partnered closely with SCRC’s internal team to execute data-driven campaigns, build audience-specific nurture workflows, and continuously refine our approach based on performance insights.
Email Marketing
A/B Test: Using Testimonials to Increase Conversions
To understand whether patient stories could drive stronger engagement, I conducted an A/B test that compared a standard informational email with a version that included a real patient testimonial. I hypothesized that the emotional resonance of a personal story would outweigh the email’s added length and lead to increased conversions.
My Role
Developed copy for both email versions
Designed the header graphic
Built and segmented the audience list
Set up and deployed the test in HubSpot
Analyzed performance and provided recommendations based on outcomes
What I Tested
Version A: Standard email describing SCRC’s services
Version B: Identical email plus a testimonial from a patient sharing their successful IVF experience
Results
38% higher CTR and 31% increase in consultation form submissions for the testimonial version
Near-identical open rates, demonstrating the testimonial directly influenced engagement and conversion behavior
This test validated the importance of grounding SCRC’s messaging in real patient experiences, leading to updated best practices for future campaigns.
Version A: No Testimonial
Version B: Including Testimonial
Audience Segmentation
Working with SCRC’s internal team, I helped execute an enhanced segmentation strategy using HubSpot. Each month, I used updated audience lists and behavioral data to implement workflows tailored to user intent and engagement stage. This allowed us to deliver personalized content that guided prospective patients toward scheduling consultations.
My Role
Developed email copy for all nurture workflows
Designed custom header graphics
Built workflows in HubSpot and imported updated audience lists
Monitored performance and reported on conversions tied to each segment
Key Segments
eBook Downloaders: Received a thank-you email and consultation CTA, followed by educational content if they didn’t convert
Webinar Attendees: Received follow-up messaging encouraging the next step in their fertility journey
Webinar No-Shows: Received a “we missed you!” message with future event opportunities to keep them engaged
Results
Compared to SCRC’s previous email campaigns, the segmented nurture workflows achieved a 22% higher email open rate and a 28% higher click-through rate. We also saw a 19% increase in consultation form submissions from segmented audiences compared to non-segmented sends. This user-centric approach helped build trust, increase engagement, and drive more prospective patients to schedule consultations.
