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.

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: