3. Marketing Objective & KPI
● Marketing Objective - Convert
customer leads into students for the
DMND program.
● KPI - Number of student sign ups.
4. Target Persona
Background and
Demographics
Target Persona
Name
Needs
● Young adult
● High school and
some college
education
● Creative type that
sees potential in
online marketing
Creative Quinn
● To know she isn’t
wasting her
money
● Support while
she learns
● To be creative
● Concrete proof of
her skills
Hobbies Goals Barriers
● Music
● Social media
● Photography
● technology
● To gain new skills
● To be able to
pursue her
dream job
● To have good
work/life balance
● Lots of online and
traditional college
options
● Portfolio is lacking
● No current
experience in
marketing
6. Email Series
Email 1: Thanks for your interest in
Udacity!
Email 2: Explore the Digital Marketing
Nanodegree
Email 3: Enroll Now!
7. Creative Brief: Email 1
Overarching Theme: 3-5 Sentences
General Thank the customer for entering their email and for their
interest in the DMND course updates. Let them knowt o keep
an eye on their mailbox for other important updates
Subject Line 1 Thanks for your interest in Digital Marketing Nanodegree!
Subject Line 2 Gain real-world experience running live campaigns as you learn from top experts in the
field. Launch your career with a 360-degree understanding of digital marketing.
Preview Text Updates from the Digital Marketing Nanodegree
Body We’re excited to show you all the benefits that a career in Digital
Marketing can have! By signing up for updates from this
nanodegree from Udactiy, you’re on your way to a new career
in Digital Marketing!
Outro CTA Keep an eye on your inbox for news from Udacity’s Digital
Marketing Nanodegree Program.
Gain real-world experience running live campaigns as you learn from top experts in the
field. Launch your career with a 360-degree understanding of digital marketing.
8. Creative Brief: Email 2
Overarching Theme: 3-5 Sentences
General We can use this email to give an overview of digital marketing
job prospects, digital marketing importance, and how they
could create a career in digital marketing to keep them
interested. Could talk more specifically about the companies
partnered with Udacity to signify that this course is the real
deal.
Subject Line 1 Explore the Digital Marketing Nanodegree
Subject Line Why take this nanodegree program?
Preview Text Why take this nanodegree program?
Body
This program offers you the opportunity to master
platform-specific skills valued by top employers, while at the same
time establishing a broad-based understanding of the whole digital
marketing ecosystem. After graduating, you’ll be ready to join a
large corporation or a small firm, or even go independent as a
freelance digital marketer.
Outro CTA Click here to explore the nanodegree now!
9. Creative Brief: Email 3
Overarching Theme: 3-5 Sentences
General This final email could be used to cement the deal with the
customer with information on finances and reiterate the
perks of a nanodegree with Udacity. Drive home why they
should enroll
Subject Line 1 Enroll Now!
Subject Line 2 Enrollment closes soon!
Preview Text Enrollment closes soon!
Body Now is your opportunity to sign up to be a part of the Digital
Marketing Nanodegree Program! The current enrollment
period is about to close, don’t miss this opportunity to start
your new career as a digital marketer today!
Outro CTA Click to sign up now!
10. Calendar & Plan
Send
email 1
Send
email 2
Send
email 3
Analyze email 1
Test email 1Plan
email 1
Plan email 2 Test email 2
Analyze email 2
Plan email 3 Test email 3
Test email 3 Analyze email 3
15. Results Email #1
After you have hit send on the first email of your
campaign, you can spend some time analyzing the
results.
1. Calculate the Open Rate
Results and Analysis
Sent Delivered Opened
Opened
Rate
Bounced
2500 2250 495 0.22 225
16. Results Continued Email #1
Results can be monitored within the first 24 hours of an
email send, after a couple days or even after a week.
1. Calculate the CTR and the Conversion Rate
Results and Analysis
Clicked CTR
Take
Action
Conversion Unsub
180 0.08 75 0.033 30
17. Final Recommendations
Based on the work you did throughout
this project, what would you do for
Emails #2 & 3.
Based on the above results, I would recommend changing the CTA
buttons/wording. The click through rate was fairly small and maybe
different wording would engage customers better.
I would also recommend some A/B testing with the visual. I would try
a version like mine where there are no people in the picture, and try
an image where a person is included to see which image gets a
better response.
There were also 30 unsubscribes from the first email campaign. This
needs to be addressed because there was something about this
email that was bothersome to those subscribed. Maybe making the
email more personalized using the merge tags feature would make
the customers feel like the email is less spam-y.
