Nurture program/email
state of the market campaign
Taking into account learnings from Yelp's Brand Sentiment Analysis, I wanted to launch a campaign that would help Yelp build a better relationship with business owners. I created this campaign to establish trust and thought leadership by offering recipients valuable metrics and data for their business category in their city. We targeted four specific business categories in New York, San Francisco and Lost Angeles metro areas and manually pulled the data fields with the help of our analysts.
This campaign was successful in it's first send in January(left) and will continue to be tested to a population in three distinct business categories (not geo-graphic specific) over the course of one year to measure long-term value (April send on the right).
Product education/Blog
Yelp business blog
My team and I also use content marketing to improve business owner education of Yelp's product and capabilities. Because of this, I have become a regular contributor to the Yelp Business blog, writing content that is featured in Product and Business Marketing emails.