2. Ejercicio 1
“Crea una oferta interesante teniendo en cuenta estos tres
argumentos: scarcity, social y authority. Lo ideal es que las
pudieras insertar en cada uno de los magazines, si no,
envíalas individualmente.”
Dinos qué anunciante has elegido y por qué (pueden ser anunciantes
que ya estén incluidos o no)
Explica por qué has elegido la oferta que has creado.
Argumenta el copy y la imagen que has escogido.
Acompaña cada oferta con su tracking correspondiente y explica
cómo lo has sacado.
4. 1) Anunciante elegido: Groupon. I believe Groupon is a reputable publisher,therefore it's
an autority element that brings “trust”to this offer
2) Oferta creada: I decided to create this offer because it is a good example of best
practise use 3 of the 3 best benchmark elements (scarcity, social y authority). Scarcity
because there is a limited ammount of tickets (14), making it urgent for the visitor to act;
Authority because it renown entities like “The Guardian”and “The Times” are mentioned in
the picture,giving the play very good rating, bringing credibility to the offer, making it more
persuasive for the consumer to choose. Lastly, Social proof because, it has been rated with
5 starts in TripAdvisor, which means a lot of people love the play and it's a reliable sign for a
newcomer.
3) Copy y la imagen
I decided to create an appealing copy with a sense of urgency, making the visitor feel that
he should act quickly because this offer is a one time only , last great chance to see a play
that everyone else loves.
The image is very appealing because it is very striking, with several stars which act as a
“seal of quality”for the offer, also, I like the fact that it both shows what the play is about and
the human factor of the original “blindfolded”experience allied to it, making it appealing and
triggering curiosity in the visitor who might want to click to know more.
Oferta Creada #1
5. 1) Anunciante elegido: Groupon. I believe Groupon is a reputable publisher,therefore
it's an autority element that brings “trust”to this offer
2) Oferta creada: I decided to pick this offer because it is a good example of best
practise of the 3benchmark elements (scarcity, social y authority). Scarcity because it's
an offer in groupon,which has a timelimit with a countdown; Social proof because it is
rated in TripAdvisor with 3,5stars,which means it was trusted and ranked by other
people; Authority because both Groupon and TripAdvisor are allied to this offer
Oferta Analisada #1
6. 3) Copy y la imagen
The Copy is straightforward and very self
explanatory, telling what type of food offer is it
(degustacion), it tells the number of people it's for
and the discount is very good because it's 50% off.
The image is very appealing because it shows what
the inside of the restaurante looks like
4) Tracking correspondiente
Explanation: I analysed the UTM tracking code that was attached to the custom URL in
order to track a source, medium, and campaign name.
http://es.clicplan.com/r/?brand=&utm_source=grpn&utm_medium=email&utm_campaign=ocio-
barcelona&utm_content=rest&utm_term=creativos-y-de-
autor&re=http%3A%2F%2Ftrac.clicplan.com%2Fcp%2F%3Femn_t%3D1595494%26emn_i%3D49%26emn_a%3D976%26e
mn_c%3D9282%26emn_e%3D%7B%24md5%7D%26emn_rt%3D0%26ref_offer%3D4460953%26go%3Dhttp%253A%252F%252
Fgo.clicplan.es%252F8ufp
Campaign Source (utm_source): grpn (Groupon)
Campaign Medium (utm_medium): email (e-mail marketing)
Campaign Term (utm_term): creativos-y-de-autor (keywords of campaign)
Campaign Content (utm_content) : rest (Used for A/B testing and content-targeted ads)
Campaign Name (utm_campaign): ocio-barcelona (describes campaign)
Oferta Analisada #1
7. 1) Anunciante elegido: Groupon. I believe Groupon is a
reputable publisher,therefore it's an autority element that
brings “trust”to this offer
2) Oferta creada: I decided to pick this offer because it is a
good example of best practise use 2 of the 3 best benchmark
elements (scarcity, social y authority). Scarcity because it's an
offer in groupon,which has a timelimit with a countdown;
Authority because it has been labbeled as a ”Best of
Groupon”type of offer, bringing credibility to the offer, makit it
more persuasive for the consumer to choose
3) Copy y la imagen
The Copy is straightforward and very self explanatory, telling
how many nights with extras (breakfast and wine) and to how
much people is it valid for
The image is very appealing because it has the “best of
groupon”stamp and shows one very popular landmark in
Marseille,which is good for memory recall
Oferta Analisada #2
8. 4) Tracking correspondiente
Explanation: I analysed the UTM tracking code that was attached to the custom URL in
order to track a source, medium, and campaign name.
http://clicplan.fr/travel/r/?brand=&utm_source=grpn&utm_medium=email&utm_campaign=travel-
national&utm_content=esc&utm_term=escapades-et-
voyages&re=http%3A%2F%2Ftrac.clicplan.fr%2Fcp%2F%3Femn_t%3D1579870%26emn_i%3D270
%26emn_a%3D976%26emn_c%3D9279%26emn_e%3D%7B%24md5%7D%26emn_rt%3D0%26re
f_offer%3D4623507%26go%3Dhttp%253A%252F%252Fgo.clicplan.fr%252F9htU
Campaign Source (utm_source): grpn (Groupon)
Campaign Medium (utm_medium): email (e-mail marketing)
Campaign Term (utm_term): escapades-et-voyages (keywords of campaign)
Campaign Content (utm_content) : esc (Used for A/B testing and content-targeted ads)
Campaign Name (utm_campaign): travel-national (describes campaign)
Oferta Analisada #2
9. 1) Anunciante elegido: British Telecom. I believe British
Telecom is a reputable publisher because it is a very big
player in telecom industry,therefore it's an autority element
that brings “trust” to this offer
2) Oferta creada: I decided to pick this offer because it
has a very appealing visually striking picture with
explanation about how much the customer will save when
he subscribes to the offer
3) Copy y la imagen
The Copy is direct and very techinal, which is what the
type of consumer wants, additionally, there is more copy in
the image which makes it easier for the visitor to
understand the offer
The image is very appealing because its design is very
colorful and eye grabbing, it's not just the picture of the
product bu also portrays how good is the offer
Oferta Analisada #3
10. Campaign Source (utm_source): britishtelecom (British Telecom)
Campaign Medium (utm_medium): email (e-mail marketing)
Campaign Term (utm_term): informatica(keywords of campaign)
Campaign Content (utm_content) : productos-tech(Used for A/B testing and content-targeted ads)
Campaign Name (utm_campaign): tech-nazionale (describes campaign)
4) Tracking correspondiente
Explanation: I analysed the UTM tracking code that was attached to the custom URL in
order to track a source, medium, and campaign name.
http://clicplan.it/tech/r/?brand=british-
telecom&utm_source=britishtelecom&utm_medium=email&utm_campaign=tech-
nazionale&utm_content=productos-
tech&utm_term=informatica&re=http%3A%2F%2Ftrac.clicplan.it%2Fcp%2F%3Femn_t%3D1597345
%26emn_i%3D196%26emn_a%3D2670%26emn_c%3D11969%26emn_e%3D%7B%24md5%7D%
26emn_rt%3D0%26ref_offer%3D4599439%26go%3Dhttp%253A%252F%252Fgo.clicplan.it%252F9
6Pe
Oferta Analisada #3
11. Ejercicio 2
Escoge una de las ofertas anteriores, de las que tu has creado o las que ya
están en el magazine y crea una creatividad solo para una oferta. Imagina
que enviaremos una campaña de email que en lugar de ser multibrand
como el anterior sea un email dedicado para esa oferta en concreto
pensando en el target.
12. 1)Por qué elegi la oferta
This offer is scarce (only 14 tickets),
it has social proof (Tripadvisor) and it
has authority (Guardian/The Times)
2) El copy y la imagen que has
escogido.
The copy comes from a renown
source which is TimeOut, which best
describes a sinopsis of the
play,highlighting how good it is and
the awards it won also
(click to enlarge image)
13. Ejercicio 3
Explica cómo medirías y analizarías los resultados de las creatividades que
has hecho.
14. 1)Set up campaign tracking
Setup email tracking for the links from the email to the landing
pages with tags with standard campaign tracking parameters by
using Google URL Builder enabling to add the parameters for a
destination page from the email campaign
2)Create an Advanced Segment
Setting up an Advanced segment in Google Analytics to report
just on your email traffic
3) Review reports
– ‘Campaign Medium: Email’ advanced segment turned on, then
simply select ‘Audience’ from the left side menu and choose
‘Overview’.
– Select ‘Behavior’ from the left hand menu and then select
‘Behavior Flow’. Next, select ‘Campaigns’ from the little green
drop down menu above the first column in the report.
Tracking email marketing campaigns
15. KPIs
1) Clickthrough Rate
How to Calculate It: (Total clicks OR unique clicks ÷ Number of delivered emails) * 100
2) Conversion Rate
How to Calculate It: (Number of people who completed the desired action ÷ Number of
total emails delivered) * 100
3) Bounce Rate
How to Calculate It: (Total number of bounced emails ÷ Number of emails sent) * 100
4) List Growth Rate:
How to Calculate It: ([(Number of new subscribers) minus (Number of unsubscribes +
email/spam complaints)] ÷ Total number of email addresses on your list]) * 100
5) Email Sharing/Forwarding Rate:
How to Calculate It: (Number of clicks on a share and/or forward button ÷ Number of
total delivered emails) * 100
6) Overall ROI
How to Calculate It: [($ in additional sales made minus $ invested in the campaign) ÷ $
invested in the campaign] * 100
