Email Marketing with MailChimp
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Planned and prepared an email marketing campaign which included creating a customer list, crafting an email, using MailChimp to create the campaign, and evaluation of the email campaign results.
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Email Marketing with MailChimp
- 1. Project 7: Email Marketing KC Dochtermann February 12, 2018
- 2. 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: Blitz or DMND Background and Demographics Target Persona Name Needs Hobbies Goals Barriers Target Persona Target Persona Background & Demographics • Female, 40-50 • Married, 2 kids (10&12) • Bachelor in business • Lives in Greater Seattle Area • HH Income: $150k Hobbies • Travel • Games • Coaching youth sports • Hiking/camping Barriers 1. Time-deprived 2. Inconsistent income 3. Out-dated skill sets Needs • Gain new skills to change career and industry • Be able to balance educational needs with a busy work/family schedule • Help with career placement Marketing Mona Goals • Secure more work/life balance • Work in a more professional atmosphere • Get back to a marketing- centric career Marketing Challenge: DMND
- 3. Email Content: Email Content Plan Email Topic Marketing Objective KPI Email #1 Thanks for Signing Up! Engagement # of Opens Email #2 Curious about Digital Marketing? Engagement # of Opens Email #3 Ready to Enhance Your Future? Conversion # of Program Signups
- 4. Email #1 Email Content Plan Subject Line Body Summary Visual CTA Link Thanks for Signing Up! With all the emails filling up inboxes these days, we are happy to see you chose to sign up to receive information about the Digital Marketing NanoDegree program! ‘Excited female’ – targeted to persona (females, 40-50,etc.). We would like to invite you to take a tour of our website. Take a Tour http:// dmnd.udacity.c om
- 5. Email #2 Email Content Plan Marketing Objective Subject Line CTA Engagement Curious About Digital Marketing? -Wondering what Digital Marketing is all about? -The channels of Digital Marketing -Learn more about an exciting career in digital marketing. -Use ‘Learn More’ Button
- 6. Email #3 Email Content Plan Marketing Objective Subject Line CTA Conversion Ready to Enhance Your Future? -Begin your journey into Digital Marketing now! -Use ‘Start Here’ Button
- 7. Email Campaign Calendar Week 1 Week 2 Week 3 M T W Th F M T W Th F M T W Th F Email #1 Email #2 Email #3 Planning Tests Send Analyze KEY PHASES
- 8. Email Copy: Email #1 Subject Line: Thanks for Signing Up! Body: With all the emails filling up inboxes these days, we are overjoyed that you chose to sign up to receive information about our Digital Marketing NanoDegree program! CTA: We would like to invite you to take a tour of our website. Insert ‘Take a Tour Now’ button. Link for CTA: http://dmnd.udacity.com
- 9. Email Screenshot: Email #1
- 10. A/B Testing Email A/B email testing is an important activity. Analytical activities such as this empower marketers to define more suitable messages and features for increasing opening rates, click rates, and conversions. . A/B Testing Subject Line CTA Email #1 What Brings You To Udacity? Start Your Journey
- 11. Results Email #1 Results and Analysis Sent Delivered Opened Opened Rate Bounced 2500 2250 495 22% 225
- 12. Results Continued Email #1 Results and Analysis Clicked CTR Take Action Conversion Unsubscribed 180 8% 75 3.3% 30 The unsubscribe rate was too high for this campaign (1.3% based against number of emails delivered). Frequency of campaigns and quality of content should be reviewed, to avoid such a high rate. Otherwise, future messages may start to begin to be flagged as spam.
- 13. Final Recommendations Considering the results from Email #1, I would suggest the following course of action: ● For email #2, change the headline to ‘Curious about Digital Marketing?’, enter content focusing on the channels/elements for the body, and alter the CTA to a button that says “ Learn More” This email would continue to focus on engagement, and would use the following image: ● For email #3, change the headline to ‘ Ready to Enhance Your Future?, have the body content focus on the benefits of such a degree (and the current demand for such skills), and change the CTA to ‘Begin your journey here’ with a button labeled ‘Start Here’. This email would focus on conversions, and would use the following image: