Project Instruction:Think Outside the Inbox: Email Marketing

write email subject lines and preview text for three business scenarios. 

Task 1:You work for a digital marketing agency that serves businesses in a variety of industries. You’re currently developing marketing emails for three clients: a veterinary clinic, a massage therapist, and an automotive repair shop. You’ve written the message bodies for the following three emails:

• A newsletter for the veterinary clinic, sharing information on dental care for dogs and cats

• A promotional email for the massage therapist, offering 20% off signature massages for the month of June 

• A retention email for the automotive repair shop, reminding customers to make a service appointment for their cars or trucks

As a last step, you’ll write subject lines and preview text for each message.

INSTRUTION:

you will create and preview a marketing email in HubSpot. 

TASK 2:Odos Eyewear is an e-commerce business that sells prescription eyeglasses and sunglasses online and in stores. As a member of their marketing team, you are helping to create a welcome email for new subscribers in HubSpot. Your team has provided a copy of the Odos logo and a draft of the email text for you to use. The draft document contains:

• A subject line

• Preview text

• Alt text for the logo image

• The welcome email body (including headings, subheadings, and button text)

Your job is to use this content to design an email in the HubSpot email editor. The finished email should reflect the brand’s personality and attributes (logo style, tone of voice, etc.). It should also contain 1–2 stock images (selected through the email editor).

INSTRUCTION:

you will set up an email campaign using Mailchimp. 

TASK 3:Homework Helpers is a tutoring business that offers personalized educational services online and in person. As a member of their marketing team, you are helping to create an email campaign announcing sign-ups for the fall semester in Mailchimp. 

Your team has provided a copy of the Homework Helpers’ logo, two additional images, and a draft of the email text for you to use. The draft document contains:

• A subject line

• Preview text

• The email body (including headings, subheadings, and button text)

• Alt text for the logo and images

Your job is to use this content to design an email in the Mailchimp email builder. The finished email should reflect the brand’s personality and attributes (logo style, colors, tone of voice, etc.). It should also contain at least one image in addition to the logo.

EXPLANATION:

Version 1

Layout

• The logo, first block of text, and button are stacked vertically (using a text layout).

• The “Who we are” and “What we do” sections use a text & image layout.

  • The images are cropped square to fit the layout.

• The “What parents are saying” section is stacked vertically.

• Dividers separate the sections of the message.

Design and formatting

• The subject line uses an emoji (stack of books).

• The email uses a sans serif font (Lato) for both the headings and the paragraph text.

• To draw attention, the first button is larger than the others. The other buttons use an outline style, but all are pill-shaped.

• The bold color palette fits the brand’s personality and complements the logo:

  • The body color is light green, allowing the text to stand out.

  • The background frames the message body with darker green.

Version 3

Layout

• All of the text and images are stacked vertically (using both text and text & image layouts).

  • The message uses one uncropped image in addition to the logo.

• The “What parents are saying” section uses a plain text block for the header and a column text layout for the testimonials.

• A divider separates the “Who we are” and “What we do” sections.

Design and formatting

• The subject line uses an emoji (notebook).

• The email uses a sans serif font (Railway) for both the headings and the paragraph text.

• The first button is white with blue text, which helps it stand out against the darker background. The other two buttons are blue with white text. All the buttons are rounded and use a filled style. 

• Bold background colors (shades of cyan and blue) separate the body section and fit the brand’s personality. The background is a neutral gray, allowing the body of the message to stand out.

INSTRUTION:

you will complete a presentation that conveys the results of an email marketing campaign. 

TASKE 4:Plot Twist Theater Company is a regional theater that performs a variety of new and classic plays throughout the year. One of their major marketing goals for the upcoming season is to increase ticket sales by 10% over the previous year. To achieve this goal, Plot Twist plans to run a combination of paid, social, and email campaigns. You are helping to create the email campaign.

To support the ticket sales goal, you want this email campaign to have higher subscriber engagement than the last one. Your aim is to increase the open rate and click-to-open rate (CTOR) across three subscriber segments:

• Recent attendees, who have been to at least one performance in the last two years

• Past attendees, who attended at least one performance two or more years ago

• Email subscribers who have never attended a performance

To do this, you are examining last year’s open rate and click-to-open rate (CTOR) data and preparing a presentation for your team. Your digital marketing colleagues want to understand how last year’s data can help them improve this year’s performance. Therefore, your presentation should answer the following questions:

• What type of emails have performed the best with different subscriber segments in the past?

• What types of email content should we prioritize for each subscriber segment in our new campaign?

You’ve created a slide presentation that visualizes these KPIs but still need to write speaker notes and a conclusion to interpret the data for your audience. The presentation includes eight slides:

• Slide 1: A title slide

• Slide 2: The overall marketing goal

• Slide 3: The email marketing goal

• Slide 4: A donut chart that breaks down email subscriber segments 

• Slide 5: A clustered column chart that compares open rates by email category

• Slide 6: A clustered column chart that compares open rates by promotion type

• Slide 7: A clustered column chart that compares click-to-open rates by promotion type

• Slide 8: A conclusion and recommendations slide

EXPLANATION:

Slide 5: Open rates by email category

Summary: The speaker notes summarize the chart data and explain why it’s relevant: Among three email categories (newsletters, new show announcements, and promotions), promotional emails perform best with all three segments. Examining promotional email data in greater depth could provide a more specific answer to the question of what type of content performs best with each segment.

Slide 6: Open rates by promotion type

Summary: The speaker notes explain what the promotional email data means for each subscriber segment: Recent attendees show a slight preference for pre-order discounts, past attendees are split between last-minute and BOGO promotions, and people who have never attended a performance engage most with BOGO emails. This information gives a partial answer to the question of what type of email content performs best with each segment.

Slide 7: Click-to-open rates by promotion type

Summary: The speaker notes explain why click-to-open rate data is important: It indicates the percentage of subscribers who open emails are clicking the links inside. They also consider how the data on Slide 7 compares to the data on Slide 6.

Among subscribers who have never attended a performance, the click-to-open rates are highest for BOGO promotions. This result is consistent with the open rate data. Similarly, recent attendees are most likely to open and engage with pre-order discounts. While recent attendees open last-minute discount and BOGO emails at about the same rate, they’re slightly more likely to engage with last-minute promotions.

Slide 8: Conclusion and recommendations

Summary: The conclusion slide draws on the analysis from Slides 5–7 to recommend email content to prioritize for each group.