35.7% open rate for the Art & Public Space invitation email

Project Overview

Context & scope

Remote internship, 2025. Campaign sent 15 May 2025; reporting period 15 May – 11 July 2025.

My role

Managed the email campaign and automation in Mailchimp: audience tagging, email content, journey set-up and reporting.

Category

Email Marketing & Automation

See the client

@citylabdiscovery

The Challenge

Promote the Art & Public Space programme in Barcelona (21–26 September) and get the right audience to explore the programme and register before the few remaining spots were gone.

The Approach

• Messaging as a personal invitation from the programme's curator, architect and planner Meg Walker, under the line "Energize your city through art, culture and public space".
• Targeted audience: City Lab Barcelona contacts tagged 25_BCN_Arts&PublicSpace, with the subject line "Discover Art & Public Space".
• Clear calls to action: "Explore the Full Program" to drive programme exploration and "Secure Your Spot Now!" to drive registrations, supported by a sense of urgency (only a few spots left).
• Follow-up based on behaviour: contacts received different next emails depending on whether they had opened the campaign.

Execution

• Designed and sent the general email to 86 recipients on 15 May 2025.
• Built the automation flow: entry when a contact is sent the general email or tagged, a 2-week delay, then an if/else split on email opens.
• Contacts who opened received a "join us in Barcelona" email; those who didn't received a resend, followed by a 1-week delay and a further email.
• Tracked opens, clicks and links in the Mailchimp reports.