This document outlines digital marketing services including email marketing, SEO, and content strategy. Key points include: 1) The email marketing process involves strategy, testing, and optimization of campaigns, content, and design. Services include identifying targets, creating content calendars, and ongoing analysis. 2) SEO services begin with on-page fixes and foundational work before optimizing keywords, content, and off-page links over 3-4 months. 3) Sample email workflows and A/B testing strategies are provided to segment lists and upsell related products through targeted messaging.

1. Digital Marketing
Strategy
By Carolyn Chinchilla
SEO & Email

2. My Process - Weekly Check-ins
0
1
Planning Call
Initial Meeting, Onboarding, and Goal
Discussion.
0
2
Create & Implement Plan
Strategy & Campaign Creation and Testing
Period.
0
3
Review & Optimize
Monitoring, Analysis and Optimization.

3. Email Marketing Process
● Strategy: Create campaigns that leverages content on the
website and learns via data to optimize the email strategy further
○ Campaigns based on web product categories
(Black & White, Abstract, Scott Living, etc)
○ Campaigns for segmented audience lists for remarketing
(Target people with items left in cart)
○ Follow up emails per campaign for non-opens audience
segment
● Testing & Optimization
○ Custom, manual vs. automated approach
(Current set up are automated workflows)
○ Content and design testing
○ A/B headline copy testing
Data analysis
Learn
New email
campaign
Create
Implement
learnings
Optimize

4. Email Marketing Services
Scope of Services:
● Identify Target Market
● Develop, Create and Schedule Topics
○ Subject Line
○ Body Summary
○ CTA (Call to Action)
● Develop Monthly Content Calendar & Strategies
● Measurement & KPI (Biweekly Reporting Available)
● Up to 4 Email Campaigns per Month
● Multiple Email Series Strategy, Creation/Design &
Implementation
● List Management & Maintenance
● Campaign Creation & Implementation through
collaboration with client
● Email Sequencing / Drip Campaigns / Funnels
● Manual and Automatic List Segmentation Pursuant to
Campaign Goals
● Weekly Client Updates/Calls

5. Email Marketing Strategy
Here is a sample content strategy overview that shows you my approach.
Email Strategy Approach
Email Topic Marketing Objective KPI
Email #1 Awareness Engagement Open Rate
Email #2 Remarketing Conversion Click Rate
Email #3 Non-Open Follow Up Conversions Click Rate

6. Email Marketing - Case Study
Client: Equity Residences
Manager: Carolyn
Results from 60 day period (2021)

7. Email Marketing - Content & Design
Email & Blog Article
(Hubspot)

8. Email Marketing - Content & Design
Blog & Website Copywriting (Hubspot & WordPress)

9. Email Marketing - Case Study
Client: Equity Residences
Manager: Carolyn
List: 4k Subscribers
● List segmentation and management
● Build creative and write copy for emails
● A/B Testing
● Ongoing analysis and recommendations for new
campaign ideas based on results
List Segments & Size
Click Rate Results

10. Email Marketing - Analytics Results

11. Email Marketing - Analytics Results

12. Email Workflow Strategy
Strategy: Remarketing Upsell/Related Products
Goal: Segment list by user behavior and product
interests in order to upsell related products.
Example: If a user visits a product page, retarget
them by sending them emails related to the
subject in the art piece.
Why: For home decor, it is likely that a customer
who buys one product will buy another one that is
similar in design and subject matter to match the
first product.
Workflow:
● Email #1 - Black & White Collection Page
● Email #2 - Animal or B&W Collection Page
● Email #3 - Follow up email for non-opens
(With A/B Test Variation SL and Content)
● Email #4 - Related Product
● Email#5 - Special Offer/Promo
User Visits Product Page
Opens Email
Yes No
Related Product Email Resend to Non-Opens
With A/B Test SL and
Content
Buys Product
Buys Product
Non-Opens
Special Offer
15% Off
1
2 3
5
No
B&W Art Collection
4
Related Product Email
2
Items Left
in Cart
User Did
Not Open

13. Workflow Strategy - Sample A/B Test
Workflow & Subject Line A/B Testing
Goal: Use copy testing in order to improve conversion based on the customer journey stage in the sales funnel.
Glean insights over time to develop best-practices and new campaigns.
● Email #1 - Black & White Collection Page
○ Headline: Looking for More B&W Art? View the Collection
● Email #2 & #4 A/B Split Test- Animal Collection Page
○ Headline: Do you Love Horses? Browse or Animal Art Collection
○ Headline: Want More B&W Art? Browse or B&W Art Collection
● Email #3 - Follow up Email for Non-Opens
(With A/B Test Variation SL and Content)
○ Test Headline: View Art for Horse Lovers - Special Selections for You
○ Test CTA: “Buy Now” vs. “View Collection”
● Email #5 - Special Offer/Promo
○ Headline: Get 15% Off Animal Art Prints on Canvas

14. SEO Kick-Off: On-Page Foundation/Fixes
1. Flat or decreasing organic traffic
2. Redirect 404 errors
3. Keyword Rankings (SEMRush)
4. Sitemap review
5. Missing or improperly configured robots.txt
6. Metadata copywriting
7. Duplicate content
8. SEO friendly URLs
9. Google Core Web Vitals
10. Page Speed analysis
11. Web development recommendations for IT

15. SEO Timeline, Scope & Timeline (4 months+)
Example of SEO tasks. TBD based on number of pages.
1-2 Weeks 2-3 Weeks + Weekly # of Pages 3-4 Month
Phase I Phase II Phase III
Technical SEO FIx On Page Optimization Off/On Page Optimization
Google Search Console Setup Keyword Rank Updates Content Optimization
Google Analytics Setup & Integration SEMRush Reports Custom 404 Page Creation
HTML & XML Sitemap Update
Alt Image Tag
Backlinks (Listings + Social + Video)
Robots.txt Update Meta Title Schema Markup
Core Web Vitals Meta Description Google My Business Listing
Conversion Tracking set up H1s Bing Local Listing
Fix 404s Redirects Internal Links