The document outlines a comprehensive email marketing plan aimed at achieving a conversion rate of over 5% for the DMND program within a month. It details a series of three emails targeting potential digital marketing students, with specific subject lines, calls to action, and key performance indicators for measuring the campaign's success. Additional sections discuss A/B testing, legal requirements for unsubscribing, and recommendations for future email marketing efforts.

1. Project 7: Email Marketing

2. Part 1
Plan Your Email
Content

3. Marketing Objective & KPI
● Marketing Objective -. I want to
achieve a conversion rate of 5%+ for
the DMND program within a month.
● KPI - Purchase of DMND program

4. Target Persona

5. Part 2
Create an Email
Campaign

6. Email Series
Email 1: Digital Marketing, A Fast growing
industry
Email 2: Download this FREE social media
marketing E-book.
Email 3: Enroll in the DMND program and
become a digital marketer!

7. Creative Brief: Email 1
Overarching Theme: 3-5 Sentences
General This is intended to help drive the visual and written assets for
this campaign.
Subject Line 1 Digital Marketing
Subject Line 2 Fast growing industry!
Preview Text Digital Marketing is a fast growing industry
Body Digital Marketing has become one of the fastest growing
industries. Nearly 70 Billion dollars have been spent on digital
marketing and these figures are continuing to rise. Companies
will always need marketers but, digital skills are more in
demand than ever.
Outro CTA Learn More

8. Creative Brief: Email 2
Overarching Theme: 3-5 Sentences
General This is intended to help drive the visual and written assets for
this campaign.
Subject Line 1 Download
Subject Line 2 Social Media Marketing E-Book
Preview Text Download this FREE E-book
Body Download This FREE E-book and take your social media
marketing skills to the next level. Learn from industry leaders
on how to upgrade your social media strategies and build a
successful campaign for your business.
Outro CTA Download

9. Creative Brief: Email 3
Overarching Theme: 3-5 Sentences
General This is intended to help drive the visual and written assets for
this campaign.
Subject Line 1 Digital Marketing Nanodegree
Subject Line 2 Become a Digital Marketer
Preview Text Enroll now, become a professional in the field of digital
marketing
Body The Digital Marketing Nanodegree takes a 360 approach and will
covers all that you need to know to be successful. Learn all
the latest skills and how to use the latest technologies in this
rapidly growing field.
Outro CTA Enroll Now

10. Calendar & Plan
Email Name Planning
Phase
Testing
Phase
Send
Phase
Analyze
Phase
Email 1 M T W TF
Email 2 M T W TF
Email 3 M T W TF
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

11. Part 3
Build & Send

12. Draft Email
Overarching Theme: 3-5 Sentences
General This is intended to help drive the visual and written assets for
this campaign.
Subject Line 1 Digital Marketing
Subject Line 2 Fast growing industry!
Preview Text Digital Marketing is a fast growing industry
Body Digital Marketing has become one of the fastest growing
industries. Nearly 70 Billion dollars have been spent on digital
marketing and these figures are continuing to rise. Companies
will always need marketers but, digital skills are more in
demand than ever and new skill sets are on the rise.
Outro CTA Learn More

13. Final Email

14. Part 4
Sending & Analyzing
Results

15. 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

16. 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% 30

17. What is an A/B test?
An A/B test is performed when you have
two pieces of content that you want to
measure and you compare them to each
other. Once performed, it can help you
figure out what piece of content
resonates best with your customers.

18. Why are A/B tests important?
- Allows you to focus resources on
what's important
- Helps you figure out what content is
successful
- Gain insights on what your audience
enjoys
- Allows you to make data-backed
decisions for your business and
marketing efforts

19. Unsubscribers
In email, Including a unsubscribe button
is required by the law. This is important
because there has to be a obvious and
easy to navigate “Unsubscribe” button.
This allows people to easily opt out.
It's a good idea to review your email
marketing efforts by assuring your emails
are not being labeled as spam and that
they abide by all laws.

20. Final Recommendations
Some recommendations I would
implement for next time:
1. I can take a small portion of my email
list and split it in half in order to
perform A/B testing on various visuals
or changing the copy of the email
2. I could also alter the colors by adding
more or removing some and keeping
a simple design. Decision would be
made depending on results of A/B
testing
3. I could implement gifs and interactive
graphics.