The document provides details for planning an email marketing campaign for a digital marketing program. It includes information on the target persona, overall marketing objectives and KPIs, an outline for a three-email engagement and conversion series, recommendations for A/B testing the emails, and a calendar for planning and analyzing the campaign. Key elements include converting 5% of subscribers to enrolled students over 30 days, an engagement email welcoming subscribers, a student success story email, and a conversion email emphasizing urgency and savings.

1. Market with
Email
Jasmine S. Torres

2. PlanningYour Content

3. Planning forYour
Target Persona

4. Target Persona
Background
Age – 25 - 35
Occupation – Admin / Office
Manager
Location – United States
Education – Bachelor’s
Income Annually -$45,000 -
$55,000
CAROLINA Challenges
Lack of motivation for everyday
learning due to job hours.
Not sure if online learning is best.
Program information overload.
Split time between being a wife,
daughter, worker, mother and
learner.
Goals
Gain real word skills that can
be used immediately.
Move into a digital marketing
role quickly.
Have a portfolio that
demonstrates experience and
skills.
Increase salary with new job.
Hobbies
Board Games
Coffee Fanatic
Family Time
Netflix Binger
Loves to Dance
Needs
Educational support group
Practical experience to apply
concepts.
Mentor for projects/learning
Career assistance
Resume / Coaching assistance

5. Marketing
Objective
&
KPI

6. Overall Marketing Objective
Convert 5% of 2500 subscribed potential students into
actual enrolled students over the course of 30 days.

7. Overall Primary KPIs
The goal of the email series is to engage and convert, thus our primary KPIs will be to
have an Open Rate of at least 20% and a Conversion rate of 5%, overall.

8. Individual Email Objective & KPI
Email Objectives & KPI
Email # Objective KPI
Welcome to Udacity! Engagement % of Click to Open Rate – 20%
Promote yourself into your dream
career!
Conversion % of Conversions – 4%
Your FUTURE self awaits! Enroll & Save
Today
Conversion # of Conversions – 4%

9. Subject, EmailType &
Landing Page
Email Subject Line Type of Email Landing Page
Welcome to Udacity! Engagement Email https://www.udacity.com/courses/
all
Promote yourself into your
dream career!
Conversion Email https://www.udacity.com/course/d
igital-marketing-nanodegree
Your FUTURE self awaits!
Enroll & SaveToday
Conversion Email https://www.udacity.com/course/d
igital-marketing-nanodegree

10. Create an Email Campaign

11. Engagement &
Conversion Email
Series

12. Engagement Email One
Theme: Overarching theme of the email series is to impart upon the potential student that there’s no time
like today and that they should enroll now to transition into the career they actually want.
Subject Line Primary: Welcome to Udacity, *student name*!
Subject Line Secondary:We’re excited you’ve joined our community!
PreviewText: We’re excited you’ve joined our community! Here’s what to expect.
Body:
Welcome to Udacity!
• (image)
• *student name*,We're excited you've joined our community!We'll send weekly emails filled with exciting
news about our students, programs and how we can help you create a better future for your self!
• (image) Explore and Learn Now that you're here, dive in to see what Udacity has to offer! Feel free to
explore and discover what Udacity has in store for you!
OutroCTA:
Learn More (button)

13. Engagement EmailTwo
Theme: Overarching theme of the email series is to impart upon the potential student that there’s no time
like today and that they should enroll now to transition into the career they actually want.
Subject Line Primary: Are you Udacity’s next Digital Marketing success story?
Subject Line Secondary: Become the success you see in your mind!
PreviewText: Student success story, from surviving to thriving in a career she loves.
Body: From Just Surviving toThriving
• After two years of being in a job she disliked and four years of just “making it work”, Sunny decided that
2019 was her year and dedicated herself to completing the Digital Marketing Nanodegree program.
• She gained the working knowledge she needed to run Facebook campaigns and Google Ads and the
confidence to begin working on her own jewelry business.
• Now, she earns enough on her part-time business to pay off student loans and she just started a new career
with a digital marketing agency, all because of the skills she learned through the DMND program.
• Read Sunny’s Full Story Here (button)
OutroCTA: (Fname),Udacity students just like Sunny are advancing their careers daily with Udacity by their
side.To help you get started, here’s a free guide on Social MediaAdvertising to jumpstart your new skills.
Get Social MediaAdvertisingGuide (button)

14. Conversion EmailThree
Theme: Overarching theme of the email series is to impart upon the potential student that there’s no time
like today and that they should enroll now to transition into the career they actually want.
Subject Line Primary: Your FUTURE self awaits! Enroll and SaveToday
Subject Line Secondary:The Digital Marketing Nanodegree program ends soon. Act Now!
PreviewText : EnrollToday and Save 20% on Udacity’s DMND program
Body:
Master the Digital Marketing skills you've been wanting and save!
Our DMND program focuses on developing the experiences and skills that top employers
are looking for, enabling you to transition into the career you've always wanted.
Enroll today and get 20% off.
OutroCTA:
EnrollToday! (button)
Use coupon code FUTURESELF at checkout.
Take the leap and enroll today, your future self will thank you!

15. Draft & Final Email

16. Engagement OneTest Email
Subject Line & Preview Text
Top of Email Header When Opened

17. Email Body

18. Email Footer

19. Engagement Final Email

20. Engagement Final Email

21. A/BTestYour Email

22. A/B Engagement OneTest
Alternative Subject Line:
Thanks for joining our Udacity family!
Alternative Subject Line:
Thank you andWELCOME to the community!
AlternativeCTA:
Click to Learn More!
AlternativeCTA:
SeeYOU Inside!
A/B Testing is an essential part of email marketing for several reasons:
Testing Subject Lines Allows:
you to determine if your subject line is not compelling enough to readers, so no one is opening it.
you to determine if people are opening the email, but not clicking on the CTA, which tells you several possible things:
People opened the email because of the subject line, but the content was not compelling enough to get them to click on the CTA.
Testing CTAs Allows:
you to determine if CTA was unclear or not captivating enough
if the CTA was not large enough to be seen
Or, if you need to change the content altogether if none of the alternative CTAs gets clicked

23. A/B EngagementTest
For the Engagement Email, I would:
Test the Original engagement email subject line, against an alternative subject line to see which email received
more opens.
• If I received more opens over one from the other, but was not receiving enough click-throughs on my CTA,
I would then take the popular engagement email and change the CTA to see if the new CTA was working.
• If the newCTA was not working, I would again keep the popular subject line and re-vamp the CTA to see if
CTR would go up.
If the opens were going up because of the popular subject line but CTA was still not increasing, I would consider
re-vamping my content altogether, as this may be the cause for people not clicking on the CTA.

24. Calendar Planning

25. Planning EmailTiming
Week One Week Two Week Three Week Four
M T W TH F M T W TH F M T W TH F M T W Th F
Plan
EM 1
Test
EM1
Test
EM1 Send Send Analyze
Plan
EM2
Test
EM2
Test
EM2
Send
Em2
Send
Em2
Send
EM2 Analyze
Plan
EM3
Test
EM3
Test
EM3
Send
EM3
Send
EM3
Send
EM3
Send
EM3 Analyze Analyze
Color Key Planning
Phase
Testing Send Phase Analyze
Phase

26. Send Analysis

27. Engagement Email Results & Analysis
Engagement Email Results
Sent Delivered Opened Opened Rate Bounced
2500 2250 495 22% 225
Perspective is important when analyzing results.
IF I’m assuming that my email list is only 2500 people, and not just a sample size, I may be slightly disappointed but not completely
unhappy.
Compared to industry standards pulled from MailChimp’s Benchmark report, these numbers are “good” and actually above average.
For the Education/Training sector, the average open rate is 21.80% & the average open rate for all industries, is 20.81%, so our Open Rate
just exceeds this average, so I wouldn’t consider it bad.
OR= 495/2250 = 22%
But, our Bounce Rate is really high at 9%, so I would consider looking into this number further to see which were soft vs hard bounces
and determine what we could do to make sure we get cleaner contact information.
BR = 225/2500 = 9%

28. Engagement Email Results
Clicked CTR ActionTaken Conversion Unsubscribe
180 8% 75 3.33% 30
Since my focus was the Click-to-Open rate, I believe that the email performed above average in this area.
Click-to-Open Rate = 180/495 = 36.36%
SmartInsights.com stated that average CTOR should be from 10 to 15%, so given our high CTOR, I would say we definitely have a high
engagement within the actual copy/creative.
CTR = 180/2250 = 8%
From an industry perspective, the CTR isn’t too bad. Mailchimp did not have an average for CTR; however, ConstantContact benchmarked
Education at 8.27% for CTR. So, it does look like there is room for improvement on the CTR.
Conv = 75/2250 = 3.33%
Industry averages place a good conversion rate at around 2 to 3%, anything to just before 5% is better, and beyond that is best.
So, we’re in a “good” place with conversion; however, the goal is to hit a 5% conversion so work needs to be done to improve this number.
Unsubscribes
The unsubscribe rate is too high. Industry averages from Mailchimp indicate that anything above .20% is high, so ours being at 1.33% is
uncharacteristically high. Since there was a survey activated for this email series, we could activate a survey for the next round and find out
why people are unsubscribing this way we can increase retention. We always want to know WHY they’re unsubscribing because of they ended
up on our list without their permission we could be fined for spamming per the CAN-SPAM act. We could also be blocked by ESPs and that’s
not a place where we end up at either.

29. Final
Recommendations

30. Based off the email results given, I would make the following changes to the next emails:
My first email was an engagement email which did well with click to open and conversion rates,
so I would change my second email to an engagement but back off on the hard conversion
OUTRO.
Subject Line:
Student success stories…willYOU be next?
Preview: Learn how Udacity students are changing their lives. Learn more inside.
Body: Remove Sunny’s story button. Keep the success story to just the body, no link out.The
focus will be the CTA and Outro that comes next.
Outro and CTA: stay the same
Student Success Email Changes

31. For the third email in the series I would:
• I still believe email three would do a great job at converting but I would A/B test against
itself by changing the subject line and testing and also changing the preview text to test if
needed.
• Instilling a sense of urgency in the subject line and or preview text may create more opens
instead of just using a generic line of “enroll and save today” or “act now and save”.
A/BTesting against the original 3rd email:
Change the subject to :
• The FUTURE doesn’t wait, neither should you. LimitedTime Left!
Change the preview text to:
• DMND closesTOMORROW, SAVE 20%TODAY
Leave Outro and CTA the same
Your Future Email Changes