
Edra Publishing
Digital Marketing Manager | EDRA Publishing US
New York, NY - March 2020 - Present
About
EDRA Publishing is an international leader in the production and distribution of professional textbooks for dentistry, veterinary medicine, and human medicine. It is committed to advancing education and knowledge through high-quality publications that empower professionals, educators, and students worldwide.
With independent operations in the United States since 2020 and offices in Canada and Mexico, EDRA’s reach extends across South America and beyond, serving a truly global audience through its e-commerce platform.

Challenge
Reaching niche audiences in healthcare, dentistry, and veterinary publishing required precision marketing. The goal wasn’t just to generate awareness but to create trust and engagement with highly specialized professionals.
Driving awareness relied heavily on Meta platforms, where crafting high-performing Facebook Ads and leveraging Instagram’s organic reach required innovation. Retargeting through Facebook Leads Ads into Mailchimp remarketing was critical for re-engaging undecided leads while maintaining consistent ROI.
Managing five dentistry newsletters and three veterinary newsletters weekly brought the challenge of scaling personalized email campaigns. Building trust in this niche demanded balancing quality content with
performance-driven strategies.
Scaling efforts across platforms while adapting to evolving algorithms and audience behavior required a constant balance of creativity and data-driven precision to drive measurable results.
Solution
To address the challenges, I launched and optimized social media channels, creating a cohesive digital presence for Edra Publishing. This involved designing and implementing media plans, developing consistent content production pipelines, and automating posting schedules for efficiency.
I drove growth by combining organic content creation with targeted paid advertising campaigns, ensuring visibility and engagement across platforms. By integrating event marketing and providing responsive social media customer service, I fostered stronger connections with the niche audience.
Analytics and data-driven insights informed every decision, while tailored email marketing strategies nurtured leads and maintained consistent communication. These efforts collectively increased platform followers, enhanced brand awareness, and streamlined marketing processes.
Results
I successfully implemented strategies that drove measurable results across multiple channels. By focusing on targeted campaigns and audience engagement. In the recent campaigns, I generated over 2,400+ qualified leads in just three months, maintaining a cost-per-lead (CPL) between $1.80 and $3.30.
A highlight was the Black Friday 2024 campaign, which, in two days, achieved a 422% increase in average monthly sales—demonstrating the power of coordinated multi-channel efforts, including email marketing, Facebook Ads, and Instagram author collaboration.
Additionally, I optimized website traffic with advanced SEO strategies, resulting in a 30% year-over-year increase in visitors. Through personalized email marketing, I achieved a 70% cart recovery rate and effectively re-engaged cold leads. Paid social campaigns consistently outperformed benchmarks, with some delivering a cost-per-click as low as $0.46. These results reflect a data-driven approach, creative execution, and strategic alignment to achieve Edra's objectives of building a strong community and driving sustainable sales growth.
By the end of 2025, an increase of 45% in budget for all Edra marketing strategies is expected.
How it was made
75%
Instagram engagement growth
200 +
Posts: Ads illustrations about book titles were designed (Reels, Tiktoks, Carousels, Ad copies).
100 +
Dentistry & Veterinary videos produced
7 ads
New campaigns launched per week
(cost-per-click (CPC) as low as $0.46

Social Media Content
Instagram video organic & paid ads

FB / Instagram Carousel Ads
70%
Cart recovery rates
CPL $1.80-$3.30
20%-60% better than the industry benchmark
5X ROAS
on combined Facebook and Instagram campaigns
2,400 qualified leads
in just 3-4 months




Tracking website conversion results: Facebook Pixel
5-7 A/B testing ad sets per campaign
Audience insights: + CPC, PPC, ROAS | Weekly KPI's Reports
Meta Ads Dashboard

On-Facebook Lead
340
Per On-Facebook Leads
$2.18
Latest Results
30 days of results

Google Ads Display, Youtube
"Understanding Dental Insurance" Search, Display, Youtube Campaign: Tracking website conversion results:
Constantly running: A/B testing | ROAS, CTR
Conversion Rate
21.15%
The Average CPC
$2.21
Latest Results (Display)
30 days of results
Impressions
5,626
Clicks
139
Latest Results
30 days of results
Conversion Rate
3.13%
Cost per conversion
$21.17
5X ROAS
Email Marketing
Driving Engagement and Growth Through Data-Driven Email Marketing Strategies

1. Email Marketing Performance Overview
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Generated 9,000–12,000+ new leads annually, averaging 2,400 leads per trimester through targeted email campaigns.
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Achieved 30% yearly follower growth with effective engagement strategies.
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Managed 10 active remarketing journeys in the last 120 days, demonstrating scalability and multitasking expertise.
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Leveraged Facebook Lead Ads to nurture prospects through tailored campaigns.
2. Journey-Based Remarketing Strategy
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Designed nurture journeys with valuable content like holiday campaigns and KPI-driven optimizations to balance frequency and prevent audience fatigue.
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Achieved 18.6% clicks per unique opens and 3.0% click rate in remarketing strategies.
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For general campaigns (e.g., newsletters, seasonal offers), reached 20% opens and 7–10% click rates with tailored email content.


3. Email Design and Execution
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Created clean, responsive email designs with effective CTAs optimized for conversions.
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Produced diverse email types: newsletters, promotions, events, and personalized recommendations.
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Boosted engagement with 40% improvements through A/B testing of subject lines and CTAs.
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Developed custom branded templates, elevating professionalism and brand recognition.
4. Analytics and Optimization
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Measured success with open rates, click-through rates, and conversion rates.
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Tracked email-to-website conversions, ensuring clear ROI attribution
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Conducted A/B testing to optimize subject lines, CTAs, and timing.
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Reduced churn with audience segmentation and enhanced deliverability by maintaining high-quality contact lists.
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Adjusted strategies in real-time based on campaign insights for consistent improvements.


