Project: Email Marketing

Overview

The goal of this project is for you to do a teardown of your company's email marketing strategy (or create one for the first time).

Phase 1: Map out email strategy

Make a Dropbox Paper/Google doc.

For your company, given the top actions you think a user could take in the first 1-2 days, map out the top 3-5 emails, texts, or notifications you’d send based on the key actions (e.g. signup, cart abandonment, no site visit for two days, etc.)

For each, specify:

1. When will the email/notification be sent? (i.e. what triggers it? when will it be sent after that trigger happens?)
2. Your general approach to the copy.
3. Your approach to the design (e.g., should the email be minimalist/mainly text? are there specific visual elements that need to be present?)
4. Why do you feel this email/notification is critical and what you’re trying to accomplish with it?
   1. Add the major KPIs (metrics) that you'd improve by sending this email/notification. Some examples:
   2. Shorten time between signing up and adding to cart
   3. Reduce churn rate
   4. Increase number of monthly event attendees

Phase 2: Email copywriting

Pick three of the emails you specced out. Write the email. This will include:

1. The subject line
2. The body of the email
3. The email signature (if applicable)
4. Any CTAs
5. And don’t forget other details like:
   1. Where the emails should link, if you include a link (e.g. which landing page? where in the product? etc.)
   2. Opt-out messaging
   3. Who the email will be sent from
   4. Any personalization you may want to include.

Phase 3: Set up tooling

If you don't already use a marketing tool, then Mailchimp, Customer.io, and ActiveCampaign are great options.