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Marketing Strategy + Portfolio
Udacity DMND
1.Customer Journey Based Marketing Plan
What: Our Offer
Marketing Objective: DMND
To Increase Student Diversity by Enrolling 250 Students into Udacity’s DMND Digital
Marketing Na...
Who Are Our Customers
Target Persona
Target Persona
Background &
Demographics
1. Latina Mother
2. Lives in NYC, Houston,
Miami, or San Jose
3. B...
Phases of the Customer Journey
When+How+Where = Marketing Tactics
Customer
Journey
Awareness Interest Desire Action Post Action
Message
Upgrade Your
Skil...
2. Budget Allocation
Digital Marketing Nanodegree
Budget Allocation for Media
Awareness: Budget Allocation for Media
Channels
Planned
Spend
Cost Per Click
Number of
Site Visits
Average
Conversion Rate...
Interest: Budget Allocation for Media
Channels
Planned
Spend
Cost Per Click
Number of
Site Visits
Average
Conversion Rate
...
Desire: Budget Allocation for Media
Channels
Planned
Spend
Cost Per Click
Number of
Site Visits
Average
Conversion Rate
To...
ROI: Budget Allocation for Media
Phase Total Spend
Total
Number of
Site Visits
Total Number
of Sales
Profit Per Sale Total...
3. Showcase Work
Content Marketing
U=U: Transforming Lives with the Truth About HIV Transmission
The Prevention Access Campaign’s Undetectable = Untransmitta...
Since then I’ve been blessed to hear so many stories of how the campaign has touched the lives of other people living
with...
April 23, 2017, NYC: U=U Dance Party to End HIV Stigma. Image by Prevention Access Campaign
This is vital information for people living with HIV as well as the general public. But it is seldom shared by those
worki...
Facebook
Much of the online conversation on HIV
advocacy and prevention occurs in Facebook
groups. The HIV support groups ...
LinkedIn
LinkedIn is a great place to reach HIV Providers and
others involved in the treatment lives of people
living with...
Twitter
Twitter is an incredible place to reach HIV
activists and amplify HIV related messaging.
The campaign is also heav...
Stats
Referrers
Facebook Campaign
Marketing Objective & KPI
Social Media Advertising Guide Content Offer Campaign
Target: Latina Mothers Age 25-45 Intereste...
Campaign Summary - Targeting
The campaign targeted bilingual and English dominant latina mothers ages
25-45 in North Ameri...
Campaign Summary - Ad Creative
Headline: Social Media Advertising [Free Ebook]
Ad Text: Do you want to learn new skills an...
Campaign Summary - Ad Creative
Link Description: Kickstart a career in digital marketing from the
comfort of home with thi...
Demographics: Age Range expanded from 25-45
Audience: Lookalike (US, 1%) (US, 1%-2%) (US, 2%-5%) - People who like Digital...
Campaign Summary - Changes to Copy
Ad text revised and copy reduced
to communicate more succinctly.
Campaign Summary - Changes
To connect with bicultural latinas I tested a version
of this add with codeswitching (moving ba...
Key Results
Ad Set: US Latina Mothers 25-45 - Cities with largest hispanic populations
Learn Social Media Advertising [ Fr...
Campaign Evaluation
The campaign successfully generated $195 (13 ebook downloads worth $15 each) from an investment of $12...
Appendix
Screenshots for Reference
Campaign Results: Performance
Campaign Results: Demographics
Campaign Results: Placement
Ad Set Data: Performance
US Latina Mothers 25-45 - Cities with largest hispanic populations
Ad Set Data: Delivery
US Latina Mothers 25-45 - Cities with largest hispanic populations
Ad Set 1 Data: Engagement
US Latina Mothers 25-45 - Cities with largest hispanic populations
Ad Set 2 Experiment Data: Performance
US Latina Mothers 25-45 - Excluding cities with largest hispanic populations
US Lati...
Ad Set 2 Experiment Data: Delivery
US Latina Mothers 25-45 - Excluding cities with largest hispanic
populations
Ad Set 2 Experiment Data: Engagement
US Latina Mothers 25-45 - Excluding cities with largest hispanic populations
Search Engine Optimization
(SEO) Audit
On-Site SEO
Keywords
Head Keywords Tail Keywords
1 New Career How to get a job in digital marketing
2 Learn Marketing Earn Digital Mar...
Keyword with the Greatest Potential
Which Head Keyword has the greatest potential?
New Career is the head with the greates...
Technical Audit: Metadata
DMND URL: http://dmnd.udacity.com/
Current Revision
Meta-Robots Noindex, nofollow All
Title Tag ...
Technical Audit: Metadata
Alt-Tag
http://v.fastcdn.co/t/beb60d
38/d41f13af/1496943501-
13815588-415x345-
features1.png
Bla...
Technical Audit: Metadata
Alt-Tag
http://v.fastcdn.co/t/beb60d
38/d41f13af/1496943483-
13814963-862x403-image-
digital-mar...
Suggested Blog Topics
Blog topics selected to maximize the keywords they can rank for.
How To Get A Job In Digital Marketi...
Off-Site SEO
Technical Audit: Backlink Audit
Backlink Domain Authority (DA)
1 https://msdn.microsoft.com/en-
us/magazine/jj883963.aspx
...
Link-Building
Using the SEMRush tool and research, strategize a link-building campaign.
Identify three websites that you t...
Performance Testing
Page Index
Google has only indexed two pages from the dmnd.udacity.com site.
dmnd.udacity.com/br
dmnd.udacity.com/blog3/20...
Page Speed
Dmnd.udacity.com on mobile receives a score of 58/100.
Speed is important on mobile. Sites that are optimized f...
Mobile-Friendly Evaluation
Dmnd.udacity.com does a good job of avoiding landing page redirects, loading visible content be...
Recommendations
Recommendations
● Outreach high domain authority sites that mention Udacity but do not include a link. For
example this ar...
Run an Adwords Campaign
Campaign Evaluation
Android Basics: User Input | Australia
Campaign Approach
Description, Marketing Objective & KPI
Approach: Account Structure
Android Basics: User Input AdWords Campaign for Australian market
This campaign targets user i...
Approach: Interest Ad Group
Ad Group 1: Interest Generic keywords selected for informational queries expressing
some inten...
Approach: Desire Ad Group
Ad Group 2: Desire Keywords target higher intent searches: brand term queries, competitor
compar...
Negative Keywords
Queries using brand terms might reflect an intent related to other Udacity products. These terms
make up...
2. Marketing Objective & KPI
Objective
Obtain 10 Conversions and 200 clicks with a $15 daily ad spend for a
period of 5 da...
Ad Groups
Ads and Keywords
Ad Group 1: Interest
Keywords:
[programming for beginners], “programming for beginners”, +programming for +beginners,
[moo...
Ad Group 2: Desire
Keywords:
[udacity] [udacity vs udemy] [udacity vs edx] [udacity vs coursera], [udacity review],[udacit...
Campaign Evaluation
Results, Analysis and Recommendations
Key Campaign Results (Campaign & Ad Groups)
Ad Group
Max.
CPC Bid
Impr. Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost...
Key Campaign Results (Ads)
Ad Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Interest Group Learn To Co...
Key Campaign Results (Keywords)
Keyword Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
[how to code] 7 ...
Campaign Evaluation
● The campaign achieved a positive ROI of 525% with 9 conversions valued at $60
each and an spend of $...
Keyword Performance
Interest
Best CVR: 42.86% [How To Code] p <.05
Best CTR: 50% +how to +code for +beginners p <.05
Desir...
Ad Performance: Interest
Best CVR
15% CVR p < .05
Best CTR
7.77 CTR p > .05
Ad Performance: Desire
Best CVR
20% CVR p > .05
Best CTR
11.82 CTR p > .05
Ad Group Performance
Best CVR
Interest ad group had the highest CVR at 16.28 p > .05
Best CTR
Desire ad group had the high...
Recommendations for future campaigns
● Increase granularity at the bottom of the funnel by segmenting Desire ad group into...
Appendix
Screenshots for Reference
Ad Groups
Ads
Keywords
Display Advertising Campaign
Evaluation
Display Image Campaign: Overall Results
Campaign Results
The campaign achieved a positive ROI of $324. The CTR could be improved up
and so could the CPC to maximi...
Display Image Campaign: Ad Results
A
B
Ad Group Performance
Ad group Creative - A performed better than Creative B. It has a higher CPA and a substantial higher
...
Display Image Campaign: Keywords
Keyword Clicks Impressions CTR Avg CPC Cost
1 Marketing Online
236 20750 1.14% 0.5 118.64...
Suggestions for Campaign Optimization
1: Disable the following impressionless keywords: social media marketing online cour...
Results: Campaign Overview
Creative Clicks Impressions CTR Avg CPC
Campaign Results 1892 157,517 1.20% $.44
Cost Conversio...
Display Video Campaign: Ad Results
B
A
Campaign A - Short Keyword List
Campaign B - Large Keyword List
Ad Group Performance
Campaign B performed better than A in terms of impression volume, CTR,
conversions and ROI
Creative C...
Top 5 Successful Keywords.
Ad Advertisement, Online Marketing Video, Digital Learning Courses, Course Digital Marketing, S...
Keyword Clicks
Impressio
ns
CTR Avg CPC Cost
Conversion
Rate
CPA
# New
Students
ROI +/-
ad
advertisement
510 24,172 2.11% ...
Recommendations for Campaign Optimization
1. At 894 keywords the Campaign B Ad Group Keyword List is too large and diverse...
Part 3: Results, Analysis and
Recommendations
Analysis and Future Campaign Suggestions
The Image Campaign and Video Campaign both performed similarly with each
garnerin...
Market with Email
Email Part 1
Plan Your Email Content
Marketing Mom Maria
Background and Demographics Target Persona Name Needs
● Afro-Latina Mother of 2
● Lives in Houston, TX...
Email Content:
Email Content Plan
Email Topic
Marketing
Objective
KPI
Email #1 The Power of Diversity
Interest
Engagement
...
Email #1
Email Content Plan
Subject Line Body Summary Visual CTA Link
The Power of
Diversity
Diversity and Digital Marketi...
Email #2
Email Content Plan
Marketing Objective Subject Line CTA
Desire | Engagement
Don’t Miss Out: Diversity in
Tech Pan...
Email #3
Email Content Plan
Marketing Objective Subject Line CTA
Action
Conversion
Promotional Offer
*|fname|*, it's time ...
Email Part 2
Calendar
Email Campaign Calendar
Week 1 Week 2 Week 3
F M T W Th F M T W Th F M T W Th F M
Emai
l #1
Emai
l #2
Emai
l #3
Planning T...
Email Part 2
Craft Your Email
Email Copy: Email #1
Subject Line: The Power of Diversity
Body: Of the 75 million US millennials 42% are Latino, Black, or...
Email Screenshot: Email #1
A/B Testing Email
A/B Testing Email
A/B testing subject lines and CTAs are vital for optimizing campaigns. By testing the performance of an ...
Sending and Analyzing
Results
Results Email #1
Results and Analysis
Sent Delivered Opened Opened Rate Bounced
2500 2250 495 22% 225
Clicked CTR Take Act...
Final Recommendations
● Remove hard bounces to maintain and optimize 9% bounce rate.
● Monitor soft-bounces and remove ema...
Digital Marketing Strategy + Portfolio
Digital Marketing Strategy + Portfolio
Digital Marketing Strategy + Portfolio
Digital Marketing Strategy + Portfolio
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Digital Marketing Strategy + Portfolio

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This is a customer journey based digital marketing strategy and portfolio completed as part of my coursework for Udacity's digital marketing Nanodegree.

It includes examples of my experience with persona development, SEO/SEM, organic and paid social, content and email marketing

Veröffentlicht in: Marketing
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Digital Marketing Strategy + Portfolio

  1. 1. Marketing Strategy + Portfolio Udacity DMND
  2. 2. 1.Customer Journey Based Marketing Plan
  3. 3. What: Our Offer
  4. 4. Marketing Objective: DMND To Increase Student Diversity by Enrolling 250 Students into Udacity’s DMND Digital Marketing Nanodegree from groups that are underrepresented in digital marketing and the tech industry in 3 Months with an Ad Spend of $50,000
  5. 5. Who Are Our Customers
  6. 6. Target Persona Target Persona Background & Demographics 1. Latina Mother 2. Lives in NYC, Houston, Miami, or San Jose 3. Between 25-45yo 4. 50K Base Salary 5. Bilingual (English/Spanish) Barriers 1. Trust - Uncertain of the value of online education and credentials. 2. Balancing Work/Life and Education 3. Uncertain of career trajectory Needs 1. Higher pay 2. Mentorship 3. Education that fits career home life schedule 4. Employment she finds meaningful. Goals 1. Career Development and Advancement 2. Transition from Business Development to Digital Marketing 3. Open her own Consultancy Hobbies and Interests 1. Immigration Reform 2. Volunteering 3. Social Justice Activism 4. Orange is the New Black, YouTube, We Are Mitu 5. Facebook 6. Dancing Marketing Mom Maria
  7. 7. Phases of the Customer Journey
  8. 8. When+How+Where = Marketing Tactics Customer Journey Awareness Interest Desire Action Post Action Message Upgrade Your Skills; Upgrade Your Life; Coursework Fits Working Mom’s Busy Life Hiring Partners, Democratizing Education, Non-Traditional Student, Diversity Career Services Mentorship Reinforce Benefits Student Register While Enrollment Still Open; Enroll Now for Discount; Reiterate Benefits; Expectation Mgmt. Thanks, News About Product; Register for Student Community on Slack Channel Content Marketing- -student blog posts, content offers; Organic Search; Organic Social--FB, LinkedIn, and Quora; Influencer Marketing Content Marketing-- Infographics on Marketing Diversity, content offer on transcreation content marketing, Alumni Blog Posts; Organic Search; Organic Social; Email Marketing Industry Panel Livecast; Paid & Organic Search; Paid & Organic Social; Remarketing Email Organic Social Email Organic social Thank You Pages
  9. 9. 2. Budget Allocation
  10. 10. Digital Marketing Nanodegree Budget Allocation for Media
  11. 11. Awareness: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook 3,000 $1.25 2,400 0.05% 1 AdWords Search 2,000 $1.40 3,571 0.05% 1 Display ____ $5.00 _____ 0.05% 0 Video ____ $3.50 ____ 0.05% 0 Total Spend 10,000 Total # Visitors 5,971 Number of new Students 2
  12. 12. Interest: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook 3,000 $0.50 6,000 0.1% 6 AdWords Search 2,000 $1.50 3,333 0.1% 1 Display ----- $3.00 ----- 0.1% ----- Video ---- $2.75 ----- 0.1% ----- Total Spend $5,000 Total # Visitors 9,333 Number of new Students 7
  13. 13. Desire: Budget Allocation for Media Channels Planned Spend Cost Per Click Number of Site Visits Average Conversion Rate Total Sales Facebook 20,000 $0.30 66,667 0.3% 200 AdWords Search 10,000 $1.50 6,666 0.3% 20 Display 5,000 $3.00 1,667 0.3% 5 Video 5,000 $2.75 1818 0.3% 5 Total Spend 40,000 Total # Visitors 43,484 Number of new Students 230
  14. 14. ROI: Budget Allocation for Media Phase Total Spend Total Number of Site Visits Total Number of Sales Profit Per Sale Total Profit ROI Awareness 5,000 5,971 2 $299 598 -4,402 Interest 5,000 9,333 7 $299 2,093 -2,907 Desire 40,000 43,484 230 $299 68,770 +28,770 Total 50,000 83,485 239 71,461 +21,461
  15. 15. 3. Showcase Work
  16. 16. Content Marketing
  17. 17. U=U: Transforming Lives with the Truth About HIV Transmission The Prevention Access Campaign’s Undetectable = Untransmittable or U=U campaign is close to my heart. It wasn't until I first shared the U=U campaign's key message that I understood its power. It was in an HIV prevention group I moderate PrEP Facts: Rethinking HIV Prevention and Sex. An HIV positive woman had questions about transmission risks and PrEP. She was undetectable and wanted to know if her boyfriend could safely have sex with her if he took Truvada as PrEP. I explained it wasn't possible for her to transmit HIV if her viral load were undetectable. Why had she been allowed to think she was a danger to others, she wondered. Mostly she was grateful to hear this revelatory news.
  18. 18. Since then I’ve been blessed to hear so many stories of how the campaign has touched the lives of other people living with HIV. A woman who I will call Sylvia was kind enough to share how the campaign has affected her life. Sylvia’s partner was very sick. Together they went to get tested for HIV. The results were positive. Sylvia focused on being strong for her partner in what would be the last two weeks of his life. Sylvia grappled with the grief of sudden loss and her new reality as a woman living with HIV. Sylvia experienced depression and felt alone. Relationships and intimacy were a minefield of stigma. That is until she encountered the U=U message. The fear of transmitting HIV to a loved one or sexual partner confronts many people living with HIV. For many, an HIV diagnosis comes with feelings of being toxic or a danger to those with whom they are intimate. U=U assuages those fears with facts. People with an undetectable viral load are incapable of transmitting HIV through sex. As long as a person maintains an undetectable viral load they pose no risk to their sexual partners. This powerful message is transforming lives.
  19. 19. April 23, 2017, NYC: U=U Dance Party to End HIV Stigma. Image by Prevention Access Campaign
  20. 20. This is vital information for people living with HIV as well as the general public. But it is seldom shared by those working with the affected community. Using the #UequalsU hashtag the campaign is empowering people with the facts. It has galvanized an online community to dismantle stigma and fear. Healthline honored the campaign as 2016’s Best Use of Social Media for HIV Advocacy. For Sylvia, the U=U message restored her strength. It renewed her hope for a long and healthy life committed to her health and to her children. Sylvia now spreads the U=U message at every opportunity. She says people living with HIV need to live free from criticism and judgment. She knows undoing years of stigma won’t happen overnight but she is confident it will be done. Sylvia says, in life, there is no going back but we are never alone. She reminds that there are so many out there who share the U=U campaign’s commitment to restoring hope for us all.
  21. 21. Facebook Much of the online conversation on HIV advocacy and prevention occurs in Facebook groups. The HIV support groups that exist on the network are a great way to reach the affected community. Copy: Read about how the Undetectable = Untransmittable campaign is transforming the lives of people living with HIV
  22. 22. LinkedIn LinkedIn is a great place to reach HIV Providers and others involved in the treatment lives of people living with HIV. It also is a great place to build thought leadership among those in the health care industry. Copy: Many people living with HIV have never been told by their providers that having an undetectable viral load means they can't transmit HIV. Read about how the U=U campaign is transforming lives with the truth about undetectability and HIV transmission.
  23. 23. Twitter Twitter is an incredible place to reach HIV activists and amplify HIV related messaging. The campaign is also heavily active on the platform correcting misinformation about HIV Transmission making it a great place to discuss the campaign. Copy: How @PreventionAC's Undetectable = Untransmittable campaign is transforming lives. #UequalsU
  24. 24. Stats Referrers
  25. 25. Facebook Campaign
  26. 26. Marketing Objective & KPI Social Media Advertising Guide Content Offer Campaign Target: Latina Mothers Age 25-45 Interested in Career Advancement. Objective: To obtain 10 Leads in 7 days advertising on Facebook with an ad spend of $125 targeting bilingual/bicultural Latina mothers in major US latinx markets Primary KPI: Conversions, Result Rate and ROI
  27. 27. Campaign Summary - Targeting The campaign targeted bilingual and English dominant latina mothers ages 25-45 in North America with one of the following interests: small business, lifelong learning, sales, digital marketing, career, dance, marketing, career development, social media marketing, continuing education, hiking, advertising, social media, online advertising or job hunting. Behavioral Targeting: small business owners.
  28. 28. Campaign Summary - Ad Creative Headline: Social Media Advertising [Free Ebook] Ad Text: Do you want to learn new skills and increase your earning potential without spending more more time away from your family? Udacity’s free social media advertising guide is the answer. It’s everything you need to get started in digital marketing. Take your career to the next level without taking time away from your kids. Learn Social Media Advertising [ Free Ebook]_1 Learn Social Media Advertising [ Free Ebook]_2
  29. 29. Campaign Summary - Ad Creative Link Description: Kickstart a career in digital marketing from the comfort of home with this free and comprehensive social media advertising guide! Visual Creative: Latina/Afro-Latina mothers at laptops surrounded by family studying at home. L Learn Social Media Advertising [ Free Ebook]_3 Learn Social Media Advertising [ Free Ebook]_4 Learn Social Media Advertising [ Free Ebook]_1
  30. 30. Demographics: Age Range expanded from 25-45 Audience: Lookalike (US, 1%) (US, 1%-2%) (US, 2%-5%) - People who like Digital Marketing by Udacity. A custom audience was made to exclude anyone who had visited the post-conversion thank you page for the ebook to prevent showing ads to those who may have already converted on this offer. Location: Location was narrowed down to the US cities with the largest Latino populations: Phoenix, San Diego, San Jose, Miami, Florida; New York City, El Paso, Houston , San Antonio. Location Experiment: Ad set duplicated to check how well the ads might perform with US as location and excluding the cities targeted in original ad set. Experiment yielded one conversion Ad Image Nos. 2 and 4 in both English and Bilingual versions. Campaign Summary - Ad Targeting
  31. 31. Campaign Summary - Changes to Copy Ad text revised and copy reduced to communicate more succinctly.
  32. 32. Campaign Summary - Changes To connect with bicultural latinas I tested a version of this add with codeswitching (moving back and forth between Spanish and English.) This yielded my top performing ad with 8 conversions. Translations Pa'lante! Go For It Poco a poco llegas Little By Little You’ll Arrive ¡El futuro lo decides tú! You decide your future.
  33. 33. Key Results Ad Set: US Latina Mothers 25-45 - Cities with largest hispanic populations Learn Social Media Advertising [ Free Ebook]_4 codeswitching: 8 Conversions | 0.79 CTR (all) | 6.97 Cost Per Result | .33 Result Rate Learn Social Media Advertising [ Free Ebook]_2: 3 Conversions | .60% CTR | 10.87 Cost Per Result | .18 Result Rate Learn Social Media Advertising [ Free Ebook]_3: 1 Conversion | 2.69% CTR | 4.91 Cost Per Result | .38 Result Rate | Paused after 1 day Learn Social Media Advertising [ Free Ebook]_1: 2 Page Likes | 2.62 Ad Spend | Paused After 2 Days Learn Social Media Advertising [ Free Ebook]_2 codeswitching No Actions | $1.04 Ad Spend | Paused After 1 Day Learn Social Media Advertising [ Free Ebook]_5 No Actions .29 Ad Spend - Paused after 1 day Learn Social Media Advertising [ Free Ebook]_4 2 Link Clicks | 2.72 Ad Spend Ad Set: US Latina Mothers 25-45- Excluding cities with largest latino populations. Learn Social Media Advertising [ Free Ebook]_4 1 Conversion | 9.10 Cost Per Result | .22 Result Rate
  34. 34. Campaign Evaluation The campaign successfully generated $195 (13 ebook downloads worth $15 each) from an investment of $125 equaling a 56% ROI. Optimization efforts could have been more efficient. In hindsight it is clear that ad Learn Social Media Advertising [ Free Ebook]_3 had potential to perform but it was paused unnecessarily. Creating a second ad set to test locations negatively affected the budget and only yielded one conversion. Given additional budget it would be advisable to: ● Segment targeted cities (US cities with largest Latino Populations) and run split testing of the English only copy vs the bilingual copy in those geographic segments. ● Segment out interests into separate ad groups to determine which interest groups respond best. ● Increase Ad Spend for Texas and California which saw the majority of conversions. ● Focus on mobile placement. Pew research suggests mobile is supplanting broadband among US Latinos. 96% access internet on mobile as opposed to 80% of whites. This tracks with what was seen in campaign which saw only one action (click) occuring on desktop.
  35. 35. Appendix Screenshots for Reference
  36. 36. Campaign Results: Performance
  37. 37. Campaign Results: Demographics
  38. 38. Campaign Results: Placement
  39. 39. Ad Set Data: Performance US Latina Mothers 25-45 - Cities with largest hispanic populations
  40. 40. Ad Set Data: Delivery US Latina Mothers 25-45 - Cities with largest hispanic populations
  41. 41. Ad Set 1 Data: Engagement US Latina Mothers 25-45 - Cities with largest hispanic populations
  42. 42. Ad Set 2 Experiment Data: Performance US Latina Mothers 25-45 - Excluding cities with largest hispanic populations US Latina Mothers 25-45 - Excluding Cities with largest Hispanic populations US Latina Mothers 25-45 - Excluding cities with largest hispanic populations
  43. 43. Ad Set 2 Experiment Data: Delivery US Latina Mothers 25-45 - Excluding cities with largest hispanic populations
  44. 44. Ad Set 2 Experiment Data: Engagement US Latina Mothers 25-45 - Excluding cities with largest hispanic populations
  45. 45. Search Engine Optimization (SEO) Audit
  46. 46. On-Site SEO
  47. 47. Keywords Head Keywords Tail Keywords 1 New Career How to get a job in digital marketing 2 Learn Marketing Earn Digital Marketing Credential 3 Digital Marketing Digital marketing job prospects after DMND 4 Udacity Nanodegree Digital marketing career growth with Nanodegree 5 Udacity Marketing Learn digital marketing with Udacity
  48. 48. Keyword with the Greatest Potential Which Head Keyword has the greatest potential? New Career is the head with the greatest potential. According to MOZ it has a high search volume at 851 to 1.7k a reasonable difficulty score at 48 and has an opportunity of 94%. Priority score is 64. Which Tail Keyword has the greatest potential? Earn Digital Marketing Credential is the tail with the greatest potential. While there is a lack of volume data the term signals a level of interest that makes it worthwhile. The difficulty score is reasonable at 42 and at 86% the organic CTR mitigates the low search volume and should result in some page views from users with intent. There is also great potential to overtake the top 3 SERP listings. Priority score is 40.
  49. 49. Technical Audit: Metadata DMND URL: http://dmnd.udacity.com/ Current Revision Meta-Robots Noindex, nofollow All Title Tag Udacity Digital Marketing Nanodegree Program Website Digital Marketing Nanodegree - Become A Digital Marketer Meta-Description [blank] Gain a 360-degree view of digital marketing and real world experience running live campaigns Alt-Tag http://v.fastcdn.co/t/beb60d38/d41f13af /1496943509-13815378- 203x169x285x204x6x11-70B-box.png Blank 70 Billion Spent On Digital Marketing in US Alt-Tag http://v.fastcdn.co/t/beb60d38/d41f13af /1496943485-13718463-189x64- horizontal-primary-b.png Blank Bullhorn Icon above text reading Digital Marketing Nanodegree Program
  50. 50. Technical Audit: Metadata Alt-Tag http://v.fastcdn.co/t/beb60d 38/d41f13af/1496943501- 13815588-415x345- features1.png Blank Image of instructor Daniel Kob Alt-Tag http://v.fastcdn.co/t/beb60d 38/d41f13af/1496943491- 13720038-892x44- logospartners.png Blank Image of partners logos from left to right: Facebook, Google, Hootsuite, Hubspot, Mailchimp, Moz Alt-Tag http://v.fastcdn.co/t/beb60d 38/d41f13af/1496943484- 13815763-960x480- medium.jpg Blank Image of stylish white woman and African- American male with purple gradient overlay. Alt-Tag http://v.fastcdn.co/t/beb60d 38/d41f13af/1496943512- 13834748-383x305-features- 02.png Blank Image of open laptop with four vertical bars of varying heights overlaid.
  51. 51. Technical Audit: Metadata Alt-Tag http://v.fastcdn.co/t/beb60d 38/d41f13af/1496943483- 13814963-862x403-image- digital-market.png Blank Image of a laptop displaying a smiling white woman. og:Site_name Follow Us On Social Media Digital Marketing Nanodegree Program Og:Type Article Website Og:TItle Follow Us On Social Media Digital Marketing Nanodegree - Become A Digital Marketer Og: Description © 2017 Udacity, Inc. Gain a 360-degree view of digital marketing and real world experience running live digital marketing campaigns.
  52. 52. Suggested Blog Topics Blog topics selected to maximize the keywords they can rank for. How To Get A Job In Digital Marketing with No Experience Keywords: How To Get A Job In Digital Marketing, Digital Marketing, New Career, Digital Marketing Jobs, How to Break Into Digital Marketing, New Career, Digital Marketing Jobs A look at the benefits of the Udacity DMND Nanodegree program for non-traditional students who lack prior experience. Blog focuses on the project based learning and portfolio building of the program. Although the volume for How To Get A Job in Digital Marketing is only 11-50 the search term signals a search intent that is lower in the funnel and likely to convert. Maximize Career Growth with these Digital Marketing Skills Keywords: Digital Marketing Career Growth, Digital Marketing, Digital Marketing Skills First person narrative of how a nanodegree alumnus gained new digital marketing skills with DMND and advanced their career. Top Digital Marketing jobs Keywords: Digital Marketing, New Career, Digital Marketing Jobs, A listicle providing information about the various job titles in digital marketing, what specializations they are a part of and job trajectory.
  53. 53. Off-Site SEO
  54. 54. Technical Audit: Backlink Audit Backlink Domain Authority (DA) 1 https://msdn.microsoft.com/en- us/magazine/jj883963.aspx 100 2 http://educationblog.microsoft.com/201 6/11/7-ways-to-figure-out-this-coding- thing/ 100 3 http://www.dudley.gov.uk/resident/librar ies-archives/libraries/information- services/online-learning-courses/ 100
  55. 55. Link-Building Using the SEMRush tool and research, strategize a link-building campaign. Identify three websites that you think would be relevant, high traffic sites that you would like to gain backlinks from to help drive traffic to dmnd.udacity.com. Site Name Site URL Organic Search Traffic 1 Penelope Trunk http://peneloptrunk.com 1.1k 2 The Muse https://www.themuse.com/ 1. 5 Million 3 BusinessInsider.com http://www.businessinsider.com/ 19.4 Million
  56. 56. Performance Testing
  57. 57. Page Index Google has only indexed two pages from the dmnd.udacity.com site. dmnd.udacity.com/br dmnd.udacity.com/blog3/2016/9/19/top-10-sought-after-skills-in-digital-marketing The first page is the Portuguese language landing page used for the Brazilian market. Google has not indexed the English language landing page. The metadata on that page instructs spiders not to index with a noindex and nofollow
  58. 58. Page Speed Dmnd.udacity.com on mobile receives a score of 58/100. Speed is important on mobile. Sites that are optimized for mobile rank higher on mobile SERPs, while failing to provide a mobile friendly experience negatively affects rank.
  59. 59. Mobile-Friendly Evaluation Dmnd.udacity.com does a good job of avoiding landing page redirects, loading visible content before Javascript and CSS, and has a good server response time. The site has a loading time speed of 4s which is good but it could be better. An estimated 10% of visitors could be lost at that speed. A reduction of 3 seconds in load time should be possible by implementing the following adjustments: ● Compress images ● Compress resources with GZIP ● Serve minified HTML, CSS, Javascript etc ● Leverage caching to minimize need to retrieve resources from the server. ● Optimize javascript not crucial for first render. ● The page includes CSS rules in the CSS in the document body should be moved to the head as they have a negative impact on performance. Eliminate the CSS rules (96%) that are not used by the page. ● Optimize mobile load times with AMP
  60. 60. Recommendations
  61. 61. Recommendations ● Outreach high domain authority sites that mention Udacity but do not include a link. For example this article on Wired mentioned Udacity but does not include a link while linking to two competitors: Deeplearning.ai and Fastai.com ● Perform link outreach to remove spammy inbound links. If unable to have links removed utilize Google’s disavow tool. ● Optimize meta tags for searchability and accessibility. Although they do not directly affect SEO optimize open graph meta tags as well. ● Rename image files descriptively to help users and search engines understand what is in a file. ● Over a thousand pages use 302 redirects. Use 301 redirects instead to allow the link-juice to flow from the thousands of root domains that currently aren’t passing ranking power.
  62. 62. Run an Adwords Campaign
  63. 63. Campaign Evaluation Android Basics: User Input | Australia
  64. 64. Campaign Approach Description, Marketing Objective & KPI
  65. 65. Approach: Account Structure Android Basics: User Input AdWords Campaign for Australian market This campaign targets user intent at the Interest and Desire stages of the AIDA model. Keywords, ad copy, calls to action, ad extensions and KPIs reflect their ad group’s targeted intent. The campaign avoids broad match keywords to improve correlation between keyword and intent. Individual keywords appear in multiple match types: exact, phrase, and broad match modifier.
  66. 66. Approach: Interest Ad Group Ad Group 1: Interest Generic keywords selected for informational queries expressing some intent to learn coding. Ad Copy and CTA emphasizes benefits and features. Low pressure CTAs encourage consideration and use affirmative language to encourage action. To help users understand the benefits of the course the following callout extension are enabled at the ad group level: ● Taught by Industry Pros ● Build Your First App ● Student Support Community ● Rich Learning Content
  67. 67. Approach: Desire Ad Group Ad Group 2: Desire Keywords target higher intent searches: brand term queries, competitor comparisons, and price considerations. Ad copy highlights benefits. Given targeted journey stage time-bound CTAs chosen to exploit possible analysis paralysis and exhorting users not to wait any longer; take action. The following Ad Extension Reviews provide social proof aligning with desire stage queries: ● “Blown away with what I'm learning, I'm loving it!” – Student Reviews ● “The program helps you to depend on yourself.”– Udacity Student Reviews ● “Closing the skills gap “– CNBC ● “Very user friendly and informative” – Udacity Student Reviews
  68. 68. Negative Keywords Queries using brand terms might reflect an intent related to other Udacity products. These terms make up a part of the campaign's negative keywords to focus intent on the Android course. Also included are popular programming languages that aren’t taught in the android course as well as keywords related to traditional learning like university and college. College, university, swift, robotics, artificial intelligence, c#, data analyst, digital marketing, iphone, vr developer, deep, learning, full stack web developer, uni, perl, visual basic, react, machine learning, ruby on rails, ios, self-driving car, front-end web developer, python, javascript, php, business analyst, ios developer
  69. 69. 2. Marketing Objective & KPI Objective Obtain 10 Conversions and 200 clicks with a $15 daily ad spend for a period of 5 days. Primary KPIs ROI, CTR, CVR
  70. 70. Ad Groups Ads and Keywords
  71. 71. Ad Group 1: Interest Keywords: [programming for beginners], “programming for beginners”, +programming for +beginners, [mooc online courses], “mooc online courses”, +mooc +online +courses, [learn to code apps], “learn to code apps”, +learn to +code +apps, [how to develop an app], “how to develop an app”, +how to +develop and +app, [how to develop an android app for beginners], “how to develop an android app for beginners”, +how to +develop an +android +app for +beginners, [how to code for beginners], “how to code for beginners”, +how to +code for +beginners, [how to code], “how to code” +how to +code, [coding bootcamp], “Coding bootcamp”, +coding +bootcamp, [coding apps], “Coding apps” +coding +apps, [basic programming], “Basic programming”, +basic +programming, [basic coding], “Basic coding”, +basic +coding, [android training], “Android training”, +android +training, Android training, [android studio tutorial], “Android studio tutorial”, +android +studio + tutorial, [android tutorial], “Android tutorial”, +android +tutorial
  72. 72. Ad Group 2: Desire Keywords: [udacity] [udacity vs udemy] [udacity vs edx] [udacity vs coursera], [udacity review],[udacity nanodegree review], [udacity free trial], [udacity android free course], [udacity android course review], [nanodegree], [nanodegree by google], [google programming courses], [google nanodegree], [android fundamentals udacity], [android basics], "Udacity", "udacity vs udemy", "udacity vs edx", "udacity vs coursera", "udacity review", “udacity nanodegree review", "udacity android free course", "udacity android course review", "Nanodegree", "nanodegree by google", "google programming courses”, "google nanodegree", android fundamentals udacity", “android basics", +udacity review, +udacity +vs +udemy, +udacity +vs +edx, +udacity +vs +coursera, +udacity +vs, +udacity +nanodegree +review, +udacity +android +free course, +udacity +android +course +review, +udacity, +nanodegree by +google, +nanodegree, +google +programming +courses, +google +nanodegree, +android +fundamentals +udacity, +android +basics
  73. 73. Campaign Evaluation Results, Analysis and Recommendations
  74. 74. Key Campaign Results (Campaign & Ad Groups) Ad Group Max. CPC Bid Impr. Clicks CTR Avg. Cost per Click Conversions CR Cost per Conversion Cost Interest $3.00 658 43 6.53% $1.58 7 16.28% $9.72 $68.03 Desire $3.00 187 18 9.63% $1.02 2 11.11% $9.16 $18.32 Total 845 61 7.22% $1.42 9 14.75% $9.59 $86.35
  75. 75. Key Campaign Results (Ads) Ad Clicks CTR Avg. Cost per Click Conversions CR Cost per Conversion Interest Group Learn To Code Apps - Free Beginners Course 40 7.77% $1.47 6 15.00% $9.78 Interest Group, Build Your First App - Free Android Course 2 1.85% $3.56 0 0% $0 Desire Group, Learn Android Basics Start Your Future Today 13 11.82% $1.09 1 7.69% $14.21 Desire, Ready To Start Coding? Free Android Course 5 6.49% 0.82% 1 20.00% $4.11
  76. 76. Key Campaign Results (Keywords) Keyword Clicks CTR Avg. Cost per Click Conversions CR Cost per Conversion [how to code] 7 12.50% $0.93 3 42.86% $2.16 [udacity] 15 11.54% $0.99 2 13.33% $7.42 +how to +code 7 8.43% $1.12 2 28.57% $3.94
  77. 77. Campaign Evaluation ● The campaign achieved a positive ROI of 525% with 9 conversions valued at $60 each and an spend of $86.35. ● Campaign did not exceed budget. ● Campaign missed 10 conversion target by 1. ● At 14.75% the overall CVR exceeded expectations based on education industry benchmarks. ● At 7.2% overall CTR exceeded expectations based on education industry benchmarks. ● Focusing on bottom of funnel keywords for Desire ad group coupled with low volume of search in Australia for this niche product yielded fewer results than
  78. 78. Keyword Performance Interest Best CVR: 42.86% [How To Code] p <.05 Best CTR: 50% +how to +code for +beginners p <.05 Desire Best CVR: 13.33% [Udacity] Best CTR: 11.54% [Udacity]
  79. 79. Ad Performance: Interest Best CVR 15% CVR p < .05 Best CTR 7.77 CTR p > .05
  80. 80. Ad Performance: Desire Best CVR 20% CVR p > .05 Best CTR 11.82 CTR p > .05
  81. 81. Ad Group Performance Best CVR Interest ad group had the highest CVR at 16.28 p > .05 Best CTR Desire ad group had the highest CTR at 9.63 p > .05
  82. 82. Recommendations for future campaigns ● Increase granularity at the bottom of the funnel by segmenting Desire ad group into SKAGs (Single Keyword Ad Groups) consisting of one long tail in Exact, Phrase and BMM match types. ● Create new landing pages for SKAGs optimized for message match ● Eliminate non-converting ad in Interest group ● Run an A/B testing on remaining Interest ad headline to optimize CTR. ● Increase maximum CPC bid for higher intent bottom of funnel keywords in Desire group ● Remove ads with CTRs less than 1% in an effort to improve quality score ● Run campaign for a three month minimum to maximize conversions from low volume high intent long tail queries.
  83. 83. Appendix Screenshots for Reference
  84. 84. Ad Groups
  85. 85. Ads
  86. 86. Keywords
  87. 87. Display Advertising Campaign Evaluation
  88. 88. Display Image Campaign: Overall Results
  89. 89. Campaign Results The campaign achieved a positive ROI of $324. The CTR could be improved up and so could the CPC to maximize ROI. Creative Clicks Impressions CTR Avg CPC Campaign Results 1973 282066 0.70% $0.44 Cost Conversion Rate # New Students CPA ROI +/- 872.51 0.2 4 $218 +$324
  90. 90. Display Image Campaign: Ad Results A B
  91. 91. Ad Group Performance Ad group Creative - A performed better than Creative B. It has a higher CPA and a substantial higher impression volume. The difference in performance is likely due to the visual creative in A which features people rather than tech objects. Creative Clicks Impress ions CTR Avg CPC Cost Convers ion Rate # of New Student s CPA ROI +/- Creative - A 1531 216,199 0.71 0.45 686.27 .2% 3 229 +$210 Creative - B 442 65,867 0.67 0.42 186.24 .2% 1 186.24 +$112.76
  92. 92. Display Image Campaign: Keywords Keyword Clicks Impressions CTR Avg CPC Cost 1 Marketing Online 236 20750 1.14% 0.5 118.64 2 Marketing Courses 226 38259 0.59% 0.28 63 3 Online Marketing Course 19 1999 0.95% 0.27 5.14 4 Digital Marketing Training 57 8224 0.69% 0.54 30.75 5 Marketing Careers 14 2998 0.47% 1.68 23.5
  93. 93. Suggestions for Campaign Optimization 1: Disable the following impressionless keywords: social media marketing online course, digital analytics training, digital analytics course, search marketing online course, facebook marketing course, adwords course. 2: Create new ad groups for digital analytics products, search marketing and adwords course keywords, and a new one for social advertising. 3: Place remaining keywords in exact, phrase, and BMM match types. 4. Pause Ad Group B 5. A/B test visual creative in ad group A using another visual featuring images of people.
  94. 94. Results: Campaign Overview Creative Clicks Impressions CTR Avg CPC Campaign Results 1892 157,517 1.20% $.44 Cost Conversion Rate # New Students CPA ROI +/- 826.61 .2% 4 206.55 +$369.80
  95. 95. Display Video Campaign: Ad Results B A Campaign A - Short Keyword List Campaign B - Large Keyword List
  96. 96. Ad Group Performance Campaign B performed better than A in terms of impression volume, CTR, conversions and ROI Creative Clicks Impressi ons CTR Avg CPC Cost Conversi on Rate # New Student CPA ROI +/- Campaign A 453 54,312 0.69% .55 $290.21 .2% 1 (0.906) $290.21 +$8.79 Campaign B 1439 103,205 .012% .24% $535.40 .2% 3 $178.47 +$361.59
  97. 97. Top 5 Successful Keywords. Ad Advertisement, Online Marketing Video, Digital Learning Courses, Course Digital Marketing, SEO. These keywords were top performers in terms of volume, engagement, CTR and Avg CPC. One high performing keyword was excluded business training course because while it garnered a high volume of impressions and clicks it did so at a higher CPC and lower CTR than the other keywords. Ad Advertisement: With an ROI over 4 ½ times greater than the next best performing keyword this keyword has performed quite well. It’s has a high volume of impressions a low Avg. CPC of $.17 and a respectable click thru rate in line with industry benchmarks. Online Marketing Video: This keyword garnered a similar amount of clicks as Ad Advertisement but at a much higher average cost per click of $.51 and a substantially lower click-thru-rate which greatly diminishes its return on investment. Key Campaign Results (Keywords)
  98. 98. Keyword Clicks Impressio ns CTR Avg CPC Cost Conversion Rate CPA # New Students ROI +/- ad advertisement 510 24,172 2.11% $0.17 $85.58 .2% $85.58 1 +$213.42 Online Marketing Video 495 42440 1.17 .51 253.23 .2% 253.23 1 +$45.77 Digital Learning Courses 207 14198 1.46 0.31 64.99 .2% 0 0 0 Course Digital Marketing 106 8,726 1.21% 0.43 45.50 .2% 0 0 0 SEO 102 9197 1.11% $0.48 48.81 .2% 0 0 0
  99. 99. Recommendations for Campaign Optimization 1. At 894 keywords the Campaign B Ad Group Keyword List is too large and diverse to achieve message match. Reduce keywords to those that best match ad creative, video, landing page and product. 2. Optimize ROI by setting Maximum CPC at $.30 3. Improve quality score and relevancy by restructuring campaign into 5 ad groups: Digital Marketing/Advertising, SEO, Online Learning, Analytics, Social Media Marketing/Advertising. 4. For each ad group include 3 corresponding historically top performing keywords in exact, phrase and BMM match types. 5. Improve manageability by disabling impressionless keywords.
  100. 100. Part 3: Results, Analysis and Recommendations
  101. 101. Analysis and Future Campaign Suggestions The Image Campaign and Video Campaign both performed similarly with each garnering 4 conversions but the video campaign achieved a better ROI. CTR was higher with the video campaign by 50 percentage points or a 71% increase. ● Map image Campaign to the Awareness stage of the customer journey. ● VIdeo has more potential to inform. Map it to the Video Campaign to the Interest and Desire stages of the Customer Journey via remarketing. ● Increase cohesion, audience recall and brand recognition by using a visual from the video campaign to serve as image used in image campaign. ● Ensure that ad groups in image campaign have a corresponding ad group in video campaign. ● Set Maximum CPC at $.30
  102. 102. Market with Email
  103. 103. Email Part 1 Plan Your Email Content
  104. 104. Marketing Mom Maria Background and Demographics Target Persona Name Needs ● Afro-Latina Mother of 2 ● Lives in Houston, TX ● 36 years old ● 55k Annual Salary ● Bilingual Marketing Mom Maria ● Higher Paying Position ● Mentorship ● Education that fits her busy schedule ● Employment she finds meaningful Hobbies - Interests Goals Barriers ● Hiking ● Dance ● Gardening ● Watching Netflix ● Social Justice ● Career Development ● Continue her education ● Earn a promotion to director ● Open her own consulting business ● Trust - Uncertain of the value of online education and credentials. ● Maria finds balancing work and raising children to be challenging she wonders how she’ll manage everything on her plate with education thrown into the mix. ● Maria is unsure of the best path forward to career advancement.
  105. 105. Email Content: Email Content Plan Email Topic Marketing Objective KPI Email #1 The Power of Diversity Interest Engagement Open Rate Click Rate CTR Email #2 Diversity in Tech Roundtable Desire Engagement CTR Conversions (Udacity Accts. Created) Email #3 Enroll Now 20% Discount Action Conversion Conversion Rate
  106. 106. Email #1 Email Content Plan Subject Line Body Summary Visual CTA Link The Power of Diversity Diversity and Digital Marketing present opportunity for growth. However opportunity not met and often campaigns miss the target. Solutions: Recruiting Diverse Students, providing career ready skills, building a diverse marketing workforce. Udacity Header Image. No other images. Clean and content driven. Learn More https://www.ud acity.com/cour se/digital- marketing- nanodegree-- nd018 This drip campaign focused on recruiting a diverse student body is designed to be triggered by downloading a content offer such as the social media advertising guide in previous Facebook ad campaign targeting US latinas. It could be used for similar campaigns outreaching diverse demographics.
  107. 107. Email #2 Email Content Plan Marketing Objective Subject Line CTA Desire | Engagement Don’t Miss Out: Diversity in Tech Panel at Houston University + Livestream RSVP Now!
  108. 108. Email #3 Email Content Plan Marketing Objective Subject Line CTA Action Conversion Promotional Offer *|fname|*, it's time to save 20% on your Nanodegree Enroll Today
  109. 109. Email Part 2 Calendar
  110. 110. Email Campaign Calendar Week 1 Week 2 Week 3 F M T W Th F M T W Th F M T W Th F M Emai l #1 Emai l #2 Emai l #3 Planning Tests Send Analyze KEY PHASES
  111. 111. Email Part 2 Craft Your Email
  112. 112. Email Copy: Email #1 Subject Line: The Power of Diversity Body: Of the 75 million US millennials 42% are Latino, Black, or Asian. Multicultural millennials account for $65 billion in spending every year. Nielsen research suggests they influence over $1 trillion in total consumer spending. Multicultural Millennials are a substantial and valuable segment of the millennial market. In spite of this opportunity, brands miss the mark when it comes to diverse audiences. Tone deaf advertising campaign illicit groans across social media. Apologies flow, but what can be done to better serve diverse audiences? For starters, marketing and advertising teams can better reflect the diversity around them. Research shows that diverse teams make better decisions. Diverse perspectives are an asset and can mean the difference between audience delight and disaster. As educators, we're on a mission to democratize education. We're excited to recruit diverse students and provide them with career- launching skills. Help us drive change by joining our digital marketing Nanodegree program. CTA: Learn More Link for CTA: https://www.udacity.com/course/digital-marketing-nanodegree--nd018
  113. 113. Email Screenshot: Email #1
  114. 114. A/B Testing Email
  115. 115. A/B Testing Email A/B testing subject lines and CTAs are vital for optimizing campaigns. By testing the performance of an A subject line against a B subject line we can optimize the open rate. Likewise, by testing CTAs we can analyze and optimize conversion rates by testing a variation against a sample and employing the better performing version for remaining sends. Presented below are a subject line and CTA to test against the email #1. While the A test language relate to the email’s topic, the B test copy is more aspirational with a stronger emotional appeal. A/B Testing Subject Line CTA Email #1 Be The Future of Digital Marketing Start Your Future Today
  116. 116. Sending and Analyzing Results
  117. 117. Results Email #1 Results and Analysis Sent Delivered Opened Opened Rate Bounced 2500 2250 495 22% 225 Clicked CTR Take Action Conversion Unsubscribed 180 8% 75 3.3% 30
  118. 118. Final Recommendations ● Remove hard bounces to maintain and optimize 9% bounce rate. ● Monitor soft-bounces and remove emails after sufficient occurrences. ● Remove Unsubscribes in Accordance With Law ● A/B test the following ○ image vs No Image ○ Fonts & Colors ○ English Copy Vs Bilingual English/Spanish Copy ○ Reverse Order of Email 1 and 2

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