Make a copy of this Google slide template and complete each section. When you are ready, save your file as a PDF and submit it below.

Create an Email Campaign

Option 1 Sandbox Project: Now that you’ve collected your leads, we will need your help to guide those leads down the customer buying journey. We will do this by planning and executing a three touch email campaign.

Option 2 Bring Your Own Project: When it comes to creating an email campaign, think about where you want to target your audience in the customer journey. From there, create a three touch email campaign that will push them further down the customer journey.

Part 1: Plan Your Email Content and Campaign Calendar

Email Content Plan

Before you begin your three touch email marketing campaign, you’ll want to plan what content you would like to deliver through email in each of your touch points.

1. Choose your Marketing Challenge (DMND, Corporate Training), or your own company and plan a three touch email campaign.
2. Using the Email Content Plan template provided, for each of the marketing objectives, plan three email topics, and the KPIs for each of those emails.
3. For the Email Content Plan for Email #1, complete the missing components of the template: State your Target Persona, the Subject Line, elements of the email Body, the key Visual, a CTA, and the link to the landing page for the CTA.

Email Campaign Calendar

Using the Email Content Plan from above, you will want to plan the timing of the activities of your email campaign calendar. Consider the timing you will need for each phase of your email development process. Use the Email Campaign Calendar template provided.

1. In yellow, highlight the Planning Phase of each email in your campaign
2. In teal, highlight the Testing Phase of each email in your campaign
3. In green, highlight the Send Phase of each email in your campaign
4. In pink, highlight the Analyze Phase of each email in your campaign

Part 2: Create an Email Campaign

Now that you have planned your email content and campaign calendar above, use the template above to create your first email using the email service provider, MailChimp. For more directions on using MailChimp, review the Project Prep Pages.

Make sure to include all the components of an email as outlined in Email #1 Content Plan. After you’ve built the email send yourself a test message. Once you’ve received the test message, take screenshots and include them in your project slides.

Part 3: Build and Send

Testing can be a powerful way to improve conversion rate. One way to achieve this is through A/B testing elements of your email content.

• In this exercise, create alternative subject lines and CTA's for your Email #1
• Explain why A/B testing is important and how you would A/B test each of these two components of your email in an email campaign.

Part 4: Send and Analyze Email Campaign Results

Now that you have created your first email in the sequence, and tested it, it's time to send! We've provided email campaign results for you to evaluate. Analyzing email campaign results is an important part of an email marketing campaign. Examining the metrics that are important to an email campaign can help guide you to make recommendations for future email sends.

1. Review the results provided for Email #1 and calculate the Open Rate, CTR and Conversion Rate
2. Explain what you will do with the emails that have unsubscribed
3. Make recommendations regarding what you would do to further refine and improve the subsequent emails for your email campaign.

Submission

Once you have completed all the slides, including the final section that contains your screenshot, be sure to convert your slides into a PDF and submit it below.

It's straightforward to convert a PowerPoint presentation into a pdf on a PC or Mac. If you used a Google Slides, simply click on File >> Download as…>> and choose pdf.

Rubric

You can reference this project's rubric to review what your submission should include.