An email marketing campaign set up specifically to nurture leads into purchasing Udacity's Digital Marketing Nanodegree program.

1. Project 7: Email Marketing

2. Part 1
Plan Your Email
Content

3. Marketing Objective & KPI
● Marketing Objective - Define the
Marketing Objective for your Email
Series
● KPI - Define the KPI for your Email
Series
Marketing Objective: The objective is to
take individuals that have signed up for
the ebook to signup for the Udacity
Digital Marketing Course. Within one
month, we expect 15-20% of individuals
to signup for the course.
KPI – Signups for the Udacity Digital
Marketing Course

4. Target Persona
Before you begin your email marketing campaign, share a description of your target
persona. (Please feel free to update your target persona based on learnings from
previous projects.) Marketing Challenge: DMND, Corporate Training or your own
company.

5. Part 2
Create an Email
Campaign

6. Email Series
Email 1: Projects DMND
Email 2: Benefits DMND
Email 3: Potential Objections DMND

7. Creative Brief: Email 1
Overarching Theme: 3-5 Sentences
General
Subject Line 1 Once Again, Thank You
Subject Line 2 Want To Put Knowledge into Action?
Preview Text Want To Put Knowledge into Action?
Body Thank you for downloading our Social Media Advertising Guide.
We at the Udacity Digital Marketing Team hope you enjoyed it.
Now that you have basic understanding of how the 6 most
important social media platforms work.
Do you want to put that knowledge into action?
Outro CTA Preview Our Free Introduction.

8. Creative Brief: Email 2
Overarching Theme: 3-5 Sentences
General This is intended to help drive the visual and written assets for
this campaign.
Subject Line 1 How To Obtain Real-World Skills & Not Wear a Face Mask
Subject Line 2 Projects Not Another Boring Lecture
Preview Text Projects, Not Another Boring Lecture
Body Built in partnership with Facebook, Google, Hubspot and other
industry leaders, our Digital Marketing Nanodegree
Program is what you need to have real-world skills.
In this course, you will do 8 projects, which includes a final
project of creating a portfolio so you can showcase to
employers what you have to offer.
But to showcase whether this is for you or not, go through our
Free Introduction down below so you can make the best
decision.
Outro CTA Preview Our Free Course

9. Creative Brief: Email 3
Overarching Theme: 3-5 Sentences
General This is intended to help drive the visual and written assets for
this campaign.
Subject Line 1 Do you have 2 mins?
Subject Line 2 Or 120 seconds?
Preview Text Success with Udacity
Body Straight to the point, you might be thinking:
“Has anyone achieved success with Udacity’s Digital Marketing
Nanodegree program?”
Do not take our word for it, check out this YouTube video of
testimonials from our students.
Outro CTA Button to Enroll In The Digital Marketing Course

10. Calendar & Plan
Email Name Planning
Phase
Testing
Phase
Send
Phase
Analyze
Phase
Email 1 7/6-7/7 7/9 7/10 7/13
Email 2 7/13-
7/14
7/15 7/16 7/20
Email 3 7/20-
7/21
7/22 7/23 7/27
Week One Week Two Week Three
M T W T F M T W T F M T W T F
Color Key Planning
Phase
Testing Send Phase Analyze
Phase

11. Part 3
Build & Send

12. Additional Screenshots From
Mobile Needed. Since a
majority of Emails are Seen On
the Phone
● https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.campaignmonitor.com%2Fresources%2Fguides%2Fe
mail-marketing-
trends%2F&psig=AOvVaw3bIpFLm2zn9Z7x5EAuRgHD&ust=1593202284473000&source=images&cd=vfe&ved=0CA
0QjhxqFwoTCOjKhZTjneoCFQAAAAAdAAAAABAP
● https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.slideshare.net%2FEssenceofEmail%2Flitmus-analytics-
mobile-webmail-desktop-email-market-share-
trends&psig=AOvVaw3bIpFLm2zn9Z7x5EAuRgHD&ust=1593202284473000&source=images&cd=vfe&ved=0CA0Qj
hxqFwoTCOjKhZTjneoCFQAAAAAdAAAAABAV
● https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.campaignmonitor.com%2Fresources%2Fguides%2Fe
mail-marketing-
trends%2F&psig=AOvVaw3bIpFLm2zn9Z7x5EAuRgHD&ust=1593202284473000&source=images&cd=vfe&ved=0CA
0QjhxqFwoTCOjKhZTjneoCFQAAAAAdAAAAABAb
● Wow, these links look very spammy.

13. Draft Email

14. Final Email

15. Part 4
Sending & Analyzing
Results

16. 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 22% 225

17. 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 8% 75 3.33% 30

18. Final Recommendations
Based on the work you did throughout
this project, what would you do for
Emails #2 & 3.
Experiment with different visuals and try to condense the words as much, getting straight to the point.
Along with experimenting on different subject lines, since the email needs to be open first, before we
can determine whether it is any good.
Since the leads have downloaded the eBook, they must be at least somewhat interested into taking the
course, just starting out with the free previews and then follow-up with the hard sale.
For the unsubscribes, look up YouTube videos or Mailchimp education on how to prevent unsubscribes
first before taking action. In the video below, the guy mentions that he is removing inactive subscribers
on his email list, since if people are not opening or even hovering above the 5th or 6th email (or
whichever is an appropriate cutoff depending on the audience) then remove them before they remove
you.
Another is to read the survey results and take them seriously, especially if they leave behind specific
feedback that could be helpful (like a faulty link button, button sends person to wrong link or the email
list gets so big that we need to segment the audience for more relevant emails).