01. Get Started

DMND Refresh ProjectIntro7 FINAL

Crafting an Email Campaign

Throughout your projects, we have focused on the early parts of the customer acquisition funnel such as building awareness and gathering potential leads.

These top of the marketing funnel activities encompass everything from creating great content and distributing that content across social channels, increasing awareness of your website through search engine optimization, or paying to advertise on the search engines. Now, we will turn our focus to email marketing, one of the higher converting marketing channels.

In particular, Email marketing serves as one of the best tools used to focus on engagement, conversion, and retention within the customer buying journey.

In this project, we will create an email marketing campaign for either DMND, Corporate Training, or your company and complete the various components needed to implement a successful email marketing campaign.

Option 1: Sandbox Project

Now that you’ve collected leads (email addresses), and have successfully obtained interest, it is time to craft an email marketing campaign to engage these leads and ultimately convert them to a later stage in the customer buying journey.

Option 2 Bring Your Own

The email campaign you are creating depends on where you are planning on reaching your customers in the customer journey. Learn more about the different types of email campaigns created for each part in the customer journey.

This project consists of four parts: In part one you will present your marketing objective and KPI. In part two, you will create an email plan consisting of a series of three emails, a creative brief, and a calendar plan. In part three, pick one of your emails to create in MailChimp, send a test email to yourself, and refine your campaign if necessary. Finally, in part four, you will analyze results of an email campaign, either DMND’s email campaign or one you sent for your company.

Let’s walk through Mailchimp, the email tool you will need to use to complete this project.

Accessing MailChimp

Signing up with MailChimp:

This project will require using MailChimp to craft an email. To begin, create a free account by visiting MailChimp's signup page here

Please note: The Mailchimp interface has changed. These instructions display the old site design but are still a general guide. Follow the on-screen instructions provided during the Mailchimp set up process.

Step 1 Create Account

  1. Enter your Email Address
  2. Choose a Username
  3. Choose a Password (Ensure that you meet all specifications for a strong password.)
  4. Click Get Started

Step 2 Verify Account

  • Next, check your email to verify your account.

Step 3 Activate Account

  • Find the Mailchimp email in your inbox and click Activate

Step 4 Confirm Your Account

  • If MailChimp prompts you, go ahead and confirm your account by selecting the box I am not a Robot.

Setting Up Your Account

Step 1

After confirming you are a live person, you will be directed to a screen that will begin your account setup process.

  1. Enter your First Name
  2. Enter your Last Name
  3. Click Continue

Step 2

Share a little more about what you do. The information you provide would help share will appear in your emails and help your recipients identify who you are.

  1. Enter the name of your business. For this exercise, if you would just like to use your name, that is OK.
  2. Enter your website. For this exercise, if you don't have a website, use one of your social channels.
  3. Select Continue

Step 3 Add Your Address

We know this is a little strange, but believe it or not, emails must comply with international anti-spam laws.

  1. Enter your Address
  2. Enter your City
  3. Enter your State or Province or Region
  4. Enter your Zip Code
  5. Select your Country from the dropdown menu
  6. Select Continue

Step 4 Do You Sell Online?

If you ran an online business with an ecommerce presence, you make leverage the integrations that MailChimp has with various ecommerce providers.

  1. For this exercise, you may select No unless you do have a business you are working on and would like to select Yes.
  2. Click Continue

Step 5 Connect Social Channels

This is another optional Step. If you would like to go ahead and connect your social channels you may do so. This is not required.

  1. Click the + next to Facebook to connect your account.
  2. Click the + next to Twitter to connect your account.
  3. Click Continue

Ready to Go!

  • You are now signed-up for the free version of MailChimp, click Continue to move forward to the homepage.

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