Digital Marketing Projects 1. Facebook Ad campaign Setup and ran a Facebook Ad campaign to promote Udacity’s Digital Marketing Nanodegree program, with a marketing objective of increasing conversions—tracked through downloads of a free social media guidebook. 2. SEO audits Used Moz and SEMrush tools to improve SEO performance of Udacity’s Digital Marketing Nanodegree program website. Conducted onsite audits—Content audit to identify keywords for potential blog posts to boost SEO, technical audit to improve metadata of the webpage, backlink audit to identify important backlinks and SEMrush to create a link building campaign. Conducted offsite audits—performance tests using Pingler Google Indexed Pages Checker, Google Page Speed Insights and Think with Google. 3. Adwords campaign Setup and ran a Google Adwords campaign to promote Udacity’s free Web accessibility course, with a marketing objective of increasing conversions—tracked through course signups. 4. Display ad campaign Evaluated and documented results of a display ad campaign which promoted Udacity’s Digital Marketing Nanodegree program. 5. Email Marketing campaign Crafted an email marketing campaign, scheduled and sent emails to leads through Mailchimp. Also analysed and documented the results of a previous email marketing campaign conducted by Udacity for its Digital Marketing Nanodegree program.

1. Digital Marketing Portfolio
Rwithu Menon

2. 1. Customer Journey
Based Marketing
Plan

4. What: Your Offer

5. Digital Marketing Nanodegree Program
Create a Customer Journey Based Marketing Plan with the goal of
signing up new customers to the DMND Program in one quarter.
Budget: $50,000
Profit: For the purpose of this assignment, the cost of the
Nanodegree is $999, assume a profit margin of 30%, meaning that
Udacity makes $299 in profit per student that signs up.
Campaigns: We want to aggressively grow the program, but, we
want to do it without losing money.

6. Marketing Objective:
Marketing objective is to get 200 signups for Udacity’s
Digital Marketing nanodegree program from January 1st to
March 15th, 2020 with a budget of $50,000.

7. Who Are Our
Customers?

9. Target Persona
Background and
Demographics
Target Persona
Name
Needs
● Female, 27 years
old
● Unemployed
● Married
● Annual Income
less than
$20,000 Photo by Christina @
wocintechchat.com on Unsplash
Jane Smith
● Technical mentor
guidance to help
her with the
course
● Career services
to prepare her
for a new job
● Practical projects
to apply newly
learned concepts
Hobbies Goals Barriers
● Reading
● Spending time
with family
● Yoga
● To learn concepts
of Digital
Marketing
● To build a
portfolio for new
job
● To start a new
career in Digital
Marketing
● Difficulty finding
online courses
with career
services
● No prior career
experience
● Absence of
mentor in life for
resolving doubts

11. Phases of the Customer
Journey

12. When+How+Where =
Marketing Tactics
Customer
Journey
Awareness Intent Desire Action
Post
Action
Message
- Nanodegree program
options, course structure
etc
- Opportunity to learn
various Digital Marketing
concepts
- Engage in real world
projects, campaigns etc
- Self paced nature of
course
- Nanodegree graduate
certificate at the end
- Opportunity to start a
new career
- Download free
ebook guide for
glimpse of course
contents
- Download
syllabus from
landing page
- Opportunity to
use DM tools like
experts in field
- A portfolio to
showcase your
project results
- Career support
to help with future
job applications
- Dedicated
technical mentor
- Limited time
discounts on
course fees
- Deadline
reminder
- A portfolio to
showcase your
project results
- Career support to
help with future
job applications
- Discounts to be
used
- Sign up for
course
- Introduction to
course (videos,
knowledge hub,
resources)
- How to use career
services
- How to connect
with other students
- How to
communicate with
mentor
Channel
- Social Media display ads:
Facebook, Instagram,
Twitter ads etc
- LinkedIn posts about
nanodegree programs
- LinkedIn/Blog posts for
explaining Digital
Marketing concepts
- Informative landing page
- Social Media
display and video
ads
- Google Search
ads - organic/paid
- Blog posts about
DMND course
structure
- Informative
landing page
- SEO audits
- Social Media
display ads:
Facebook,
Instagram,
LinkedIn, Twitter
ads etc
- Google Search
ads - organic/paid
- Blog posts by
alumni on course
experience, career
support
- Emails to leads
for deadline
reminders,
discounts etc
- Informative
landing page (
cost, duration,
payment options
etc)
- Signup
confirmation
email
- Welcome to
course email
- Orientation email
- Email newsletter
signup
- Career services
reminder emails
- Lesson reminders

13. 2. Budget Allocation

14. DMND
Budget Allocation

15. Awareness: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook 4000 $1.25 3,200 0.05% 2
AdWords
Search
1500 $1.40 1071
0.05%
1
Display NA $5.00 NA
0.05%
0
Video NA $3.50 NA
0.05%
0
Total
Spend
5500
Total #
Visitors
4271
Number of
new
Students
3

16. Interest: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook 11500 $0.50 23,000 0.1% 23
AdWords
Search
7000 $1.50 4667
0.1%
5
Display 500 $3.00 167
0.1%
0
Video 500 $2.75 182
0.1%
0
Total
Spend
19500
Total #
Visitors
28,016
Number of
new
Students
28

17. Desire: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook 15000 $0.30 50000 0.3% 150
AdWords
Search
9000
$1.50
6000
0.3%
18
Display 500 $3.00 167
0.3%
1
Video 500 $2.75 182
0.3%
1
Total
Spend
25000
Total #
Visitors
56,349
Number of
new
Students
170

18. Phase
Total
Spend
Total
Number
of Site
Visits
Total
Number
of Sales
Profit
Per Sale
Total
Profit
ROI
Aware-
ness
5500 4271 3 $299 $897 -4,603
Interest 19500 28016 28 $299 $8,372 -11,128
Desire 25000 56349 170 $299 $50,830 25,830
Total 50000 88,636 201
$60,099 $10,099
ROI: Budget Allocation for Media

19. Additional Channels or
Recommendations:
1. SEO audits should be done on a regular
basis to improve website performance, in
order to get ranked higher on search
engines. This should be done across all
stages of a customer’s journey. This will
drive more traffic to the landing page and
increase chances of conversion.
2. Additional social media platforms can be
utilized for displaying ads, such as
Instagram, Linkedin, Twitter etc.
3. Blog posts can be published. Topics may be
based on Digital Marketing concepts, course
experiences by students, testimonials by
course graduates etc.
4. After collecting leads, email campaign can be
run to drive interest to conversion.

20. 3. Showcase Work

22. Market your Content
Delete this box and copy content
from your previous project
submission

23. Platform 1 - Twitter
Photo by Diggity Marketing on Unsplash
Are you interested in starting a new career in Digital
Marketing? Check out my blog post about how I am
taking Udacity’s nanodegree program to follow the
path to my dream job - https://bit.ly/37BoI1b.
#IminDMND

24. Platform 2 - Facebook

25. Platform 3 - LinkedIn
LinkedIn
Photo by Rwithu Menon
Read my blog post to learn why I think Udacity’s
Digital Marketing nanodegree program will help to
kick off a new career for you - https://bit.ly/37BoI1b.
#IminDMND

27. Campaign Approach
My campaign for Digital Marketing nanodegree program aims to collect at least 50
email addresses of potential candidates for the program by appealing to their
personal goals and ambitions.
In order to achieve this, my campaign targets people irrespective of their
employment statuses—employed, self employed or unemployed—with interests in
various fields of Digital Marketing such as Content Marketing, Social Media
marketing, SEM, SEO, Online advertising etc., or have job titles involving any of these
fields, or they have liked the pages of online learning platforms such as Udacity or
related pages.
Each of the 3 creatives added in the ad set, targets 3 different types of audience who
are likely to download the ebook. First creative targets those who are interested to
learn more about Social Media Advertising in general. Next one targets those who
wants to grow the online social media presence of his/her brand using free tips from
an established source such as Udacity. Last creative also targets the same kind of
audience as second one but at the same time tries to make it clear that they have the
flexibility of doing it from the comfort of his/her own home.
Thus the marketing objective—a revenue of $750 dollars, resulting from multiplying
number of email addresses by $15—will be achieved by collecting the email address
of 50 potential candidates within the duration of 5 days, starting from February 7th
to 11th, 2020.

28. Ad Images

29. Key Results
Campaign Results Reach Cost Amount
Spent
Ad One 0 54,961 $43.12
Ad Two 1 48,801 $35.83 $35.83
Ad Three 0 31,241 - $21.05
Overall 1 128,32
3
$100.0
0
$100.00

30. Campaign Evaluation:
Recommendations
If I had additional budget, I would use my first campaign to narrow
down target audience and also the placement options for the ads.
Then I would run a second campaign with these findings, for a
longer time.
In the current campaign, I had placed the ads over many
platforms such as Facebook, Instagram, Audience networks, and
messenger. The reach for Messenger placements was lower than
the others. So I would probably exclude Messenger placements in
future campaigns. Also, much of the audience who interacted with
the ads were in the age group 18-24 and closely followed by the
age group 25-34. So my future campaigns would be targeted
towards 18-34 age group instead of 18-40. Next, I would try A/B
testing of ad creatives and ad copies to see which one performs
better.

31. Campaign Results:
Performance
Demographics

32. Campaign Results:
Placement

33. Ad Set Data:
Performance
Demographics
Placement

35. Keywords
Head Keywords Tail Keywords
1 seo digital marketing jobs
2 marketing what is digital marketing
3 social media
marketing
udacity digital marketing
nanodegree
4 digital marketing udacity digital marketing
review
5 udacity udacity digital marketing
jobs
Keyword with the Greatest Potential
The Head Keyword SEO has the greatest potential
with a Moz priority score of 98.
The Tail Keyword Digital Marketing jobs has the
greatest potential with a Moz priority score of 78.

36. Technical Audit: Metadata
URL: https://dmnd.udacity.com
Current
Title Tag Udacity Digital Marketing Nanodegree
Program Website
Meta-
Description
No meta description
Alt-Tag No content in alt tag
Revision
Title Tag “Digital Marketing Nanodegree
Program by Udacity” . The current title
is also good.
Meta-
Description
Become a successful Digital Marketer
by learning from the trade experts.
Build your own portfolio through real
world projects and land your dream
job!

37. Technical Audit: Metadata
URL: https://dmnd.udacity.com
Revision
Alt-Tag Alt tags should describe the
corresponding picture/video concisely.
Image 1: Amount of money spent on
Digital Marketing by the population in US.
Image 2: A pair of professionals
discussing Digital Marketing strategies
over a smartphone device.
Image 3: Logos of collaborators
associated with Udacity’s Digital
Marketing nanodegree program
Image 4: Website for Udacity’s Digital
Marketing nanodegree program
displayed on an open laptop
Image 5: Udacity course lesson on how to
run live marketing campaigns being
played on a laptop
Image 6: A Udacity instructor explaining
Digital Marketing concepts for the course
Image 7: Logo of Udacity School of
Business

38. Suggested Blog Topics
Topic 1 - A review of the course by someone who recently
completed the course.
This blog post will touch upon the real experiences of a
student who just completed the course. The post will make
use of important keywords or concepts taught in the
classroom, explain the usefulness of the course, features
offered by the course and so on.
Topic 2 - A blog post by an alumni who landed his dream
job through the course’s career services.
This blog post will focus on one particular aspect of the
course - career services. The alumni will explain how he
utilized the career services and his own technical mentor
guidance from the course, to land his dream job. This will
attract those prospects who hope to land a job after taking
the course, by showing firsthand how it is achievable.
Topic 3 - A knowledge post about Search Engine
Optimisation in general.
Udacity can make use of its partnership with search engine
optimisation leaders like Google, Moz etc to provide expert
opinion on the topic, drawing interested prospects to the
site. The post will then advertise the course to them,
explaining how it will help to gain practical experience in
the topic from the course projects.

39. Technical Audit: Backlink Audit
Backlink
Domain
Authority
(DA)
1 medium.com/@christineslfok/dear-fellow-
career-changers-7b53323d5b0a
96
2 medium.com/@bglutz1/how-your-thirties-can-
help-you-change-careers-digital-marketing-
2498529c814a
96
3 medium.com/@bpgiri78/whats-next-a-
marketing-professional-s-dilemma-
db0982bbc579
91

40. Link-Building
Site Name Medium
Site URL https://medium.com
Organic Search Traffic 11.7M
Site Name Quora
Site URL https://quora.com
Organic Search Traffic 58.1M
Site Name LinkedIn
Site URL https://linkedin.com
Organic Search Traffic 60.5M

41. Page Index
Search engines such as Google indexes web pages it
finds during web crawling. Getting indexed by a
search engine such as Google is very important as it
means that the web pages will appear in the search
results page when a user enters relevant keywords. A
page which is not indexed will never be visible to
users searching on the internet. So it is vital that all
pages within a website is connected and hence visible
to search engines while crawling.
For the DMND website, none of the pages are
indexed. Hence, it cannot be accessed by Google at
any given time.
Site Performance Audit: Performance
Tests

42. Page Speed
Users leave a web page if the contents do
not load quickly. Thus it is important to
improve page speed.
Since most of the users prefer to search
quickly on their mobile phones, the web
pages also need to be optimised to load
quickly on mobile phones.
The page speed is also a major factor
considered by Search Engine Ranking
algorithms. A webpage with low page
speed will rank lower than a high speed
webpage in the search engine results page.
Mobile Desktop

43. Most of the users worldwide rely on mobile phones
more than their desktop. Making a mobile friendly
website helps to maintain a reliable standard for your
brand and reach more users. Users are likely to leave
a website if it does not look good on their phone
screens.
Mobile-Friendly Evaluation

44. Recommendations
1. Tools like Pingler, Think with Google, Google Page Speed Insights etc provide
suggestions on improving the website. Implementing these suggestions will
help to speed up the website, make it mobile friendly and also rank it higher on
search engines.
2. Writing relevant blog posts, including important keywords found through
keyword research, draws more users to the site and subsequently, to the
course.
3. Perform research on backlinks. Identify high traffic generating websites which
can include backlinks.

46. Approach Description
My campaign is aimed at advertising Udacity’s free course on Web
Accessibility. The target audience is based in India.
The two ad groups are based on two different stages in the
customer’s journey - awareness and interest. The ad group based
on awareness stage targets those users who are beginners in web
designing or interested in learning about accessibility in web
designing. The keywords are aimed at user searches for web
design concepts and accessible website designing. These users
might not be aware of the concepts in depth. The course is
presented to them as a first step towards becoming a Full Stack
Web developer, with the added benefit of being free and having
hands-on projects.
The ad group based on interest stage target those customers who
are already experts in web designing courses. These customers
are interested in taking online courses to enhance their skill set.
They might already know some concepts of accessibility but not
sure about how to apply them on web applications. This course
will be perfect to them, as they are looking for hands-on
experience and practical projects.
The campaign objective is to gain more website visits and thus
lead to more course signups.

47. Keyword List:
building a full stack website, website accessibility, web design,
website for visually impaired, accessible website design, making
website accessible, website design tutorial, web development
tutorial, web accessibility testing, accessibility web development,
web accessibility for designers, website ui design, web application
full stack, advanced web designing, fonts for visually impaired,
Accessible Rich Internet Applications, udacity web accessibility,
creating a full stack web application, web design and
development, mobile website design, online website tutorial, train
to be a web designer
Ad Group #1: Awareness
Ads & Keyword List

48. Keyword List:
free web design courses, web design course online free, front
end developer course, website design tutorial, website
accessibility, web design, web design tutorial, web development
tutorial, learn web development online, Full-Stack Web Developer
Nanodegree, visual impairment website accessibility, making
website accessible to the blind, visually impaired website, udacity
free courses, Accessible Rich Internet Applications, aria accessible
rich internet applications, udacity courses, advanced web
designing, full stack developer course, web development training
Ad Group #2: Interest
Ads & Keyword Lists

49. Key Campaign Results
(Campaign & Ad Groups)
Ad
Group
Max.
CPC
Bid
Impr. Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Cost
Awareness $3 941 53 5.63% $1.17 2
3.77
%
$30.89
$61.7
7
Interest $3 251 13 5.18% $0.85 1
7.69
%
$11.08
$11.0
8
Total 1192 66 5.54% $1.10 3
4.55
%
$24.28
$72.8
5

50. Key Campaign Results
(Ads)
Ad Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Ad Group 1, Ad
1
53 6% $1.17 2 3.77% $30.89
Ad Group 1, Ad
2
0 0% - 0 0% $0
Ad Group 2, Ad
1
11 11.22% $0.96 1 9.09% $10.52
Ad Group 2, Ad
2
2 1.31% $0.28 0 0% $0

51. Key Campaign Results
(Keywords)
Keyword Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
web design 38 7.63% $1.35 2 5.26% $25.68
udacity
courses
3 25% $0.32 1
33.33
%
$0.95
udacity
free
courses
1
33.33
%
$0.01 0 0% $0

52. ● ROI:
○ The ROI for this campaign, calculated as —(number of conversions * conversion
value per student - total cost for Google ads)/ total cost for Google ads = (3 * 60 -
72.85)/72.85— is 1.47. Thus the campaign had a positive return on investment.
● Conversions:
○ The marketing objective was to get 15 sign ups for the course. But the actual
number of sign ups was 3.
○ The expected conversion rate was 5%, i.e., at least 5 of 100 candidates who
clicked on the ads will convert. The actual rate was 4.55%, which is lower than
expected.
● Actual and expected CPC bids:
○ The highest average CPC was $1.59, which was just little more than half of the
maximum CPC bid, $3.
● Ad groups and keywords:
○ Ad groups: The click through rates of the two ad groups were close, 5.63% for
awareness ad group and 5.18% for the interest ad group. With respect to
conversion rate, the interest ad group had 7.69% while awareness ad group had
only 3.77%. This must be because the customers who were already interested in
specific advanced web design courses are more likely to convert than those who
are browsing through various options.
○ Ads: Ad 1 in awareness ad group had a CTR of 6% and 2 conversions. Ad 1 in
interest group had a CTR of 11.22% and 1 conversion. Although interest group
had a higher CTR, users searching for specific advanced courses might not
convert if the course is not completely related. This might be the reason for
lower conversion rate.
○ Keywords:
■ ‘udacity free courses’ had the highest click through rates - 33.33% while
‘web design’ had the highest number of conversions - 2.
■ ‘web development training’, ‘web design and development’ and web
application fullstack’ had the highest average CPC. These were located
above the organic search results 80-90% of the time but were at the top
only 50% of the time. These had high competitions with other ads. This
might be because the keywords are too generic and used by a lot of other
ads.
■ ‘udacity courses’ and ‘web design had the highest conversions. These are
likely to have been shown to those users who wanted to check out Udacity
Campaign Evaluation

53. Recommendations for
future campaigns
● Keywords
○ Keywords with higher CPC with less or no conversions can be paused.
○ Generic keywords should be removed. More specific (tail) keywords,
keywords used by competitors etc should be added. Since this is a free
course, more people might try it out over competitor courses.
● The ad copy did not have good CTA. For future campaigns,
proper CTAs should be added, such as ‘Enroll now’, ‘Learn
more’ etc.
● Both awareness group and interest group had similar
performances. If the campaign had run for longer time, we
could find which ad group performs better and focus more on
that one. But since, candidates looking for specific web design
courses have a higher chance of conversion, we could focus
more on interest group and add more keywords which might
be triggered by them.
● A/B testing should be done to find the best ad descriptions
and headings.
○ First, only the headings should be changed. Once we find the best
headline, that ad can also be added to the campaign.
○ Next, the description alone can be changed.

54. Ad Groups
Ads

55. Keywords

58. Display Image Campaign 1:
Overall Results
Find below the overall results of the Display Image
Campaign targeting the Affinity Audience. The Affinity
Audience consisted of Business Professionals Social
Media Enthusiasts.

59. Results:
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1243 200957 0.62% $0.36
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$448.95 0.16% 2 $224
150 - ROI
+ve

60. How would you optimize this
campaign?
Suggestion 1:
Add a Call To Action button - ‘Enroll now’ or ‘Learn
more’, to push the candidates a bit more into taking
an action.
Suggestion 2:
A different ad image can be used. Use a more
relevant image, such as that of a business
professional presenting a PPT on campaign analytics
to a group of employees or a social media enthusiast
working on Google ads in his laptop to increase his
website’s traffic.
Suggestion 3:
Use a different ad description. The audience might
not be ‘students’. Use a more generic description,
such as ‘Land your dream job in the field of digital
marketing with this comprehensive course.’

61. Display Image Campaign 2:
Site Targeting
Find below the overall results of the Display Image
Campaign targeting placements (site targeting). This
audience consists of the Digital Marketing partners’
landing pages.

62. Results:
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
407 67833 0.6% $0.57
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$231.99 0.25% 1 $232 67 - ROI +ve

63. How would you optimize this
campaign?
Suggestion 1:
Use A/B testing to vary the ad image to find the one
that’s most successful. A variation of the wordings in
the ad image can be - ‘Build your own portfolio and
become job ready at the end of the course. Land a job
at a large corporation or a small firm or become an
independent digital marketing freelancer.’
Suggestion 2:
The color palette and ad structure is not perfectly
aligned with other Udacity ads. Udacity’s
characteristic blue color should be used for that
purpose. Udacity company logo should also be added.
Suggestion 3:
A different ad description can be used - ‘Enroll in this
course to become a digital marketer. Land your
dream job.’

64. Display Image Campaign 3:
Overall Results
Review below the overall results of the Display Image
Campaign targeting visitors to the Digital Marketing
Nanodegree Program landing page

65. Results:
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
670 109994 0.61% $0.35
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$234.50 0.15% 1 $235
-0.5 - ROI -
ve

66. How would you optimize this
campaign?
Suggestion 1:
Add a Call To Action button - ‘Enroll now’ or Enroll
today, to push the candidates a bit more into taking
an action.
Suggestion 2:
The headline can be varied, such as ‘Take this exciting
opportunity now’, to convey a sense of urgency.
Suggestion 3:
Use a different ad description, such as ‘With exclusive
career support and your own dedicated technical
mentor, prepare to launch your new career in digital
marketing.’

67. Which campaign performed
the best? Why?
The first campaign performed the best with 2
conversions and a CPA of $224. It was targeted
towards the right audience - social media enthusiasts
and business professionals, who might be interested
in updating their skill sets using such nanodegree
programs. The audience is large enough so as to
result in a greater chance of conversion.
Compared to the second campaign ad, this ad has a
proper structure (image, logo, color palette) and
aligns with other Udacity ads. The reason the third
campaign might not have performed as well as the
others might be because its description did not
convey a sense of urgency to those who already
visited the program’s landing page.

68. Recommendations for
future campaigns
● A/B tests
○ Use variations of ad descriptions to decide
which one is the best and then use that going
forward.
○ Ad images can also be changed to depict
business professionals in office environment,
social media analysts working out campaign
details, freelance business owners etc.
● Targeting
○ An ad group which focuses on students looking
for a career change can be created. For the ads
in this campaign, the descriptions can focus on
the career services and technical mentor
guidance provided in the course.
● Since the existing first ad campaign seems to be
working well, more focus can be given to that
campaign.
● Make sure that all ads have same structure and
align with other Udacity ads.

70. Email Series
Email 1: Checking up on ebook
experience
Email 2: Prompt to download course
syllabus
Email 3: Sign up for course

71. Creative Brief: Email 1
Overarching Theme: 3-5 Sentences
General This email’s goal is to check in with the leads about the free pdf
they downloaded on the previous day. It will also encourage
them to learn more about the course as the next logical step
in their journey, in case they found the pdf useful.
Subject Line 1 The Social Media Ads guide is just the beginning.
Subject Line 2 The field of Digital Marketing awaits you!
Preview Text See what we have for you next!
Body Hope you found the free ebook useful. This is what we have for
you next!
Source: https://www.udacity.com/course/digital-marketing-nanodegree--nd018
Continue on your journey towards your dream career with
Udacity’s Digital Marketing Nanodegree program. This course
will aid you with all that you need to know to make it big in
this field. From building your own portfolio, working on real
world projects and getting advice from your own dedicated
mentor, we have got you covered!
Outro CTA Tell me more!

72. Creative Brief: Email 2
Overarching Theme: 3-5 Sentences
General The second email’s objective is to lead the candidates to the
landing page and to persuade them to download the syllabus
to get an idea about the course. This leads to increased
engagement.
Subject Line 1 *|FNAME|*, get a sneak peek of the course!
Subject Line 2 Take a look at our course syllabus!
Preview Text Check out the course syllabus before signing up for our Digital
Marketing nanodegree program.
Body Check out the course syllabus before signing up for our Digital
Marketing nanodegree program.
Source: https://www.udacity.com/course/digital-marketing-nanodegree--nd018
The Social Media ebook was a prelude to the actual program.
Partnered with the trade experts, Udacity presents to you a
comprehensive, interactive course with personalised career
services to help you grab your dream job!
Outro CTA Download now

73. Creative Brief: Email 3
Overarching Theme: 3-5 Sentences
General The last email aims to drive the leads to conversion by urging
them to make use of the 50% discount before enrollment
closes.
Subject Line 1 Grab this 50% discount and enroll now!
Subject Line 2 Kick off your career in Digital Marketing.
Preview Text Invest in your future with our Digital Marketing course.
Body Invest in your future with our Digital Marketing course.
Source: https://www.udacity.com/course/digital-marketing-nanodegree--nd018
Industry leaders like Google, Facebook, HubSpot, Hootsuite, Moz,
and MailChimp came together to provide you this ideal course
to get started as a Digital Marketer. Use the special 50%
discount to enroll in the course. Hurry, before the offer runs
out!
Outro CTA Enroll now

74. Email Name Planning
Phase
Testing
Phase
Send
Phase
Analyze
Phase
Email 1 03/02-03/03 03/04-03/05 03/06 03/09-03/11
Email 2 03/05-03/06 03/09-03/10 03/11 03/12, 03/13,
03/16
Email 3 03/10-03/11 03/12 03/16 03/17-03/19
Calendar & Plan
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
Email 1
Email 2
Email 3

75. Draft Email

76. Final Email

77. Results Email #1
Results and Analysis
Sent Delivered Opened
Opened
Rate
Bounced
2500 2250 495 22% 225
Results and Analysis
Clicked CTR
Take
Action
Conversion Unsub
180 8% 75 3% 30

78. Final Recommendations
For emails #2 & #3,
● 2-3 days will be spent on finalising the design
of various elements of the email body.
● 1-2 days need to be set aside to do A/B testing
on the subject line to be used. Additionally,
CTA and images can also be tested if required.
● After sending each email, the statistics will be
analysed and the results analysed for the
future emails.
● If there are unsubscribes, remove them from
email list, analyse potential reasons, reduce
further chances of that in future either by
sending fewer emails or by sending more
relevant emails according to each of the
remaining subscribers.