The document outlines an email marketing campaign to promote an online course called DMND. It includes: - The marketing objective of getting 100 leads to purchase DMND within 3 weeks. - Details on the target persona named Mohamed including demographics, needs, goals and barriers. - An outline for a 3 email series to raise awareness, encourage purchase and follow up. - Creative briefs for each email including themes, subject lines and calls to action. - A calendar planning the development, testing, sending and analysis of each email. - Sample results and recommendations from the first email including improving the contact list and testing subject lines.

1. Project 7: Email Marketing

2. Part 1
Plan Your Email
Content

3. Marketing Objective & KPI
● Marketing Objective –getting 100
leads to purchase DMND within
three weeks.
● KPI –number of DMND purchase

4. Target Persona
Background and
Demographics
Target Persona Name Needs
Demographics:
• 32 years old
• Living in cairo
• engaged
• working at the
governmental sector
• interested in studying
master of business
administration
• income is about 6
thousand per month
Mohamed turkey
Governmental employee Needs:
• Know more about
online courses
• Moderating
• Increase income to start
his new life with a new
family
Hobbies Goals Barriers
Hobbies:
• reading about
technology, marketing
• travel
• playing football
• watch tv
Goals:
• Increase his knowledge
about technology
especially digital
marketing
• Start new career path
• Become a freelancing
within two years
• Increase his income
Barriers:
• Lacking of time
• Money barrier
• Fair of failure
• The appropriate
advisor could not be
found

5. Part 2
Create an Email
Campaign

6. Email Series
Email 1:
First email aims to raise awareness and get
customer interest.
Email 2:
This email aims to make customer act and make
a purchase.
Email 3:
If customer doesn’t decide yet this email aims to
encourage and make him take the decision.

7. Creative Brief: Email 1
Overarching Theme: 3-5 Sentences
General the first email aims to raise awareness about digital
marketing field and make a friendly contact with the
potential customer to get his interest about the product.
Subject Line 1 Choose your career path now with Udacity
Subject Line 2 this is your perfect way to choose a successful career path
Preview Text want to increase your knowledge and enhance your career?, well
there is a way…….
Body Dear *|list: NAME|*There is a lot of challenges to face it
alone in your way to the successful job, well you are not
completely alone.
Now you can take the opportunity through marketplace with
top mentors and be able to join large corporation or even
become completely independent freelancer.
Outro CTA Learn more

8. Creative Brief: Email 2
Overarching Theme: 3-5 Sentences
General After getting customer interest now its time to make him
decide to take the course.
This email aims to take the customer from interest into
desire then action stage.
Subject Line 1 Don’t hesitate, join DMND now
Subject Line 2 Take the chance and meet Udacity community
Preview Text Interested in Digital Marketing field?, let’s find out what is DMND
program.
Body DMND is the best choice if were searching for mentoring,
experience, and real-life projects.
You will learn to apply new technics, analyze results and
build a strong portfolio for your work.
So what are waiting for?
Outro CTA Join now

9. Creative Brief: Email 3
Overarching Theme: 3-5 Sentences
General This mail will target the customers who didn’t complete the
purchase and who didn’t make an action in email 2
Subject Line 1 It’s time to take the lead
Subject Line 2 Join Udacity community now
Preview Text What are you waiting for?, come and enroll in DMND program.
Body Its only matter of time before closing registration, don’t
waste the opportunity and make a choice of beginning the
journey with Udacity.
Outro CTA Enroll now

10. Calendar & Plan
Email Name Planning
Phase
Testing
Phase
Send Phase Analyze
Phase
Email 1 2 days 1 day 1 day 1 day
Email 2 2 days 1 day 1 day 1 day
Email 3 2 days 1 day 1 day 1 day
Week One Week Two Week Three
S Su M T W S Su M T W S Su M T W
1 1 1 1 1
2 2 2 2 2
3 3 3 3 3
Color Key Planning
Phase
Testing Send Phase Analyze
Phase

11. Part 3
Build & Send

12. Draft Email

13. Final Email

14. Part 4
Sending & Analyzing
Results

15. Results Email #1
1. the Open Rate
Results and Analysis
Sent Delivered Opened
Opened
Rate
Bounced
2500 2250 495 22% 225

16. Results Continued Email #1
1. CTR and the Conversion Rate
Results and Analysis
Clicked CTR
Take
Action
Conversion Unsub
180 8% 75 3.33% 30

17. Final Recommendations
● Since the bounce rate is high approximately
9% the contact list should be reviewed to
figure out reason and delete the fake
subscribes and try to target the appropriate
customers in the next campaigns.
● Try A/B testing for email 2,3 to see if the
subject line make a difference on the opened
rate
● See if I should lower the body size or give more
information on the email to get more attention
from customers.