3. Marketing Objective & KPI
● Marketing Objective – Obtain 50 new
DMND enrollments within 3 weeks of
campaign period.
● KPI –Number of new DMND
enrollments
4. Target Persona
Background and
Demographics
Subham Bhattacharya Needs
Hobbies Goals Barriers
-Male: Early 30s
-Single
-Working as a Consultant in tech
sector
-Undergrad in Physics
-HH income of Rs150K
-Lives in Kolkata
-Experts in the field to help learn
of new technology
-Help outside of work
-An online community to support
education needs
-Cheap and time friendly
resources
- Photography
-Gardening
-Reading
-Travel
-Surfing The web
-Change career into a different
role in a different industry within
1yr
-Expand knowledge of digital
marketing foundations,and other
new areas relevant to future
career
-Start a new business
-Lack of relevant educational
resources at work
-Companies don’t value digital
marketing as much as traditional
marketing
-Limited time and budget for education
6. Email Series
Email 1: Welcome to free webinar on digital marketing
Email 2: Read our student testimonial
Email 3: Massive discount on our course. Hurry 1 day left.
7. Creative Brief: Email 1
General: This is the 1st in the series of 3 emails that we will be crafting. The goal of this 1st
email is engagement . So keeping this goal in mind we will be sending an invitation to
webinar on digital marketing
Subject Line 1: Welcome to free webinar on digital marketing
Subject Line 2: You are invited to webinar
Preview Text: You are invited to join webinar on digital marketing
Body: Digital Marketing is a career with a future with estimate spend of $330B on digital
marketing globally in year 2019.This is a career with high potential , since most ads are
now moving to online platform. But there is a lack of proper resources to master the art of
digital marketing. Hence we in Udacity have crafted a Digital Marketing Nanodegree
Program course, for ambitious and hardworking people like you. So join our webinar on
December 24,IST 10am. Our webinar will be chaired by Julia Aspinal, one of our course
developer in Udacity. After attending this webinar you will gain an understanding on how
digital marketing skills can be gained by doing industry relevant real hands on projects,
you will see how Udacity career councilor guide our graduates into landing their next job.
So don’t let this chance slip away and click below to join our free webinar, come join us on
December 24, IST 10am
Outro CTA: Sign Me Up!
8. Creative Brief : Email 2
General: This is the 2nd email out of series of 3 emails that we will be sending out. The
objective of this email is engagement. We will want the audience to read Udacity DMND
student testimonial written in form of a blog post in medium
Subject Line 1: Read our student testimonial
Subject Line 2: Find out from our student testimonial
Preview Text: Find out about our course from our student’s blog post
Body: Udacity Digital Marketing Nanodegree program been chosen by millions of students
across the globe. Our course features like rich video content , interactive quizzes , hands on
real world projects , great reviewers and mentor support have been well appreciate by our
students spread across the globe. To find out more you need to read a blog post on Medium
written by one of our students of Udacity DMND program, the blog post is titles “Reasons
why I joined Digital Marketing Nanadegree Program”. To learn more about student
testimonial click below
Outro CTA: Learn More
9. Creative Brief : Email 3
General : This final email is aimed at converting the audience by enticing them with an offer. In
this case we will offer a big discount that will be hard to refuse, also create a sense of urgency
so the audience converts, hence we will make the offer a limited period one.
Subject Line 1: Massive discount on our course. Hurry 1 day left.
Subject Line 2: Grab the offer on our course.1 day left.
Preview Text : Prices on course slashed. 75% off. Hurry up, 1 day left.
Body: Udacity is offering a limited period discount on our Digital Marketing Nanodegree
program. Our course fee has been reduced by 75% for a limited time . Our offer ends in 1day.
So hurry up and enroll by clicking below
Outro CTA: Enroll Now
10. Calendar & Plan
Email Name Planning
Phase
Testing
Phase
Send
Phase
Analyze
Phase
Email 1 Dec 21 Dec 22 Dec 23 Dec 25
Email 2 Dec 28 Dec 29 Dec 30 Jan 1
Email 3 Jan 4 Jan 5 Jan 6 Jan8
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
Email
1
Email
2
Email
3
19. 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
20. 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
21. Final Recommendations
The various recommendations required are as follows
1. In the course of this campaign around 225 email got bounced out of 2500 email
sent, which means a 9% bounce rate, this needs to be improved. So for reducing
this bounce rate I would recommend the removal of all those email addresses
that caused the bounce
2. Next to optimize the Open Rate , CTR, and Conversion rate, the following A/B tests
should be applied.
• I would test different subject lines, pre-header text to see which combo led to
highest open rates.
• I would like to experiment with different ad creative. I would try a photo with which
my target audience can better relate to
• I might want to test different CTA buttons. Instead of “Sing Me UP!” button. I
might want to use “Count me in” , again instead of “Learn More” button, I might
want to try “Tell me more” as this sounds more friendly button. Again instead of
“Enroll Now” button I might try “Enroll me now” which not only sounds friendly but
also creates a sense of urgency. Lastly I might want to experiment with various
colors and designs of the buttons used in CTA to enhance the user experience.
