Layer 8 Training is a boutique IT training company dedicated to training professionals in Citrix, Check Point, Nutanix, and Veeam technologies. They offer virtual and in-person training provided by professional instructors as well as subscription services to eLearning offerings.

Layer 8 Training had a number of challenges with their email marketing program, as well as their landing page structure when I joined the team. Due to a lack of email and graphic design in-house support, their emails were visually out-of-date and not responsive for mobile consumers. They also were using a dated email service provider and static landing pages.

I started with migrating their ESP to Mailchimp, to provide them with the flexibility they needed to A/B test, use high fidelity graphics, and create an easier way to communicate with their two separate email subscriber bases. I also created a new welcome series, as well as segmented Layer 8’s database to create automated messages that were targeted and personalized to students. In addition, I created a drip campaign to introduce new customers to Layer 8 and their products, along with other email campaigns targeting prospects with discounts and new services.

For Layer 8’s landing pages, I optimized email campaign tracking by creating customized landing pages for campaigns through the program Unbounce. These landing pages revolutionized Layer 8’s tracking ability and made it possible to directly associate sales with a specific email campaign.

I’ve been able to improve the email marketing program and landing page program at Layer 8 through using customized graphic elements, typography, and fresh photography to breathe fresh life into this small and robust company.