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PowerPoint Presentation Project template 10118NAT Diploma of Social Media Marketing SMMEMS505A Plan, implement and manage email marketing Unit 5 Assessment Task 2 Version Control Date: XX/XX/2018 Version V1 By Who name Explanation of version change : Pre-released validated assessment version 1 1 {ENTER YOUR ORGANISATION’S NAME HERE} {YOUR NAME HERE} {SUBMISSION DATE HERE} Contents: STAGE 4. LAUNCH CAMPAIGN 4.1 Email Acquisition Strategies 4.2 Email Marketing Campaigns 4.3 Email Marketing Audit 4.4 Email Marketing Report 4.5 Stakeholder Management Assessment Task 2 EMAIL MARKETING STRATEGY & IMPLEMENTATION 2 Email acquisition strategy 1Email acquisition strategy 2 Landing page 1 URLLanding page 2 URL 4.1 EMAIL ACQUISITION STRATEGIES STUDENT INSTRUCTIONS You are required to create 2 landing pages, each with a different email acquisition strategy. Your email acquisition strategies should correspond to your email marketing strategy in slide 2.1 of Assessment Task 1. To create the landing pages we recommend signing up to a free Mail Chimp account at www.mailchimp.com. For help creating an account, go here: https://mailchimp.com/help/create-an-account/. You can also find a video on how to build a landing page here: https://mailchimp.com/help/about-landing-pages/. Once you have created and published both landing pages: Take a screenshot and insert it onto the template above; and Copy and paste landing page URL. Refer to section 505.4.4 in your learning material for more information about this topic 3 One-off email campaignLead nurturing email campaign 4.2 EMAIL marketing campaigns STUDENT INSTRUCTIONS You are required to launch 2 email marketing campaigns, including: A lead nurturing email campaign; and A one-off email campaign. Your campaign must correspond to your email marketing strategy and implementation plan. Ensure that each email has an approach for retaining the interest of the recipients once they open your email. For example, imagery, call-to-actions, body text, personalisation, etc. We recommend using Mail Chimp to complete this Assessment task. For help on creating one-off email campaign, called a ‘regular’ email in Mail Chimp, go here: https://mailchimp.com/help/create-a-regular-email-campaign/. For help creating a lead nurturing email, called an ‘automated’ email in Mail Chimp, go here: https://mailchimp.com/help/create-an-automation/. Take a screenshot of the final one-off email and lead nurturing email and insert it onto the template above. Refer to section 505.4.2 and 505.4.6 in your learning material for more information about this topic 4 EMAIL MARKETING REPORT 1 – J&J AGENCY Subscriber list(s): Contact Us Number of subscribers: 735 Subject line: 20% off promotion now on Delivery date and time: Tuesday 2nd June. 7.30am 3/23/18 2:24 AM 3/25/18 10:32 AM INFORMATION ONLY – NO ACTION REQUIRED ON THIS PAGE 5 EMAIL MARKETING REPORT 2 – J&J AGENCY Subscriber list(s): E-Book Downloads Number of subscribers: 49 Subject line: Here is your EBook! Delivery date and time: 5 minutes after subscription INFORMATION ONLY – NO ACTION REQUIRED ON THIS PAGE 6 4.3 EMAIL MARKETING AUDIT Email Acquisition StrategyNumber of subscribersSuccessful delivery rate % STUDENT INSTRUCTIONS In the previous two pages, reporting data has been supplied for a fictional organisation, J&J Agency, who provides social media marketing services to other businesses. The data is sourced from Campaign Monitor, a popular email marketing platform. Conduct an email marketing audit J&J Agency’s 2 email lists. For each list, provide the: Email acquisition strategy, that is, how the organisation compels people to leave their name and email address; Number of subscribers / recipients in the email database; Successful delivery rate, that is, the percentage of subscribers / recipients that the emails are successfully delivered to. Refer to section 505.4.3 and 505.4.8 in your learning material for more information about this topic 7 4.4 EMAIL MARKETING report Subject line`OpenedHighest opens timeClicksClicks per unique opens %Bounced Campaign PerformanceMarket trendsRecommended strategy revisionsStrategy approval process STUDENT INSTRUCTIONS Using the email marketing data for J&J, create an email marketing report for their 2 email campaigns. For each campaign, populate the email marketing report, including the: Subject line of each email campaign; Number of email opens; Top opens time, by looking at the graph at the bottom of the screenshot; Number of clicks; Click per unique opens percentage; and The number of bounces. Once you have completed the email marketing report, answer the following questions on ONE of the email marketing campaigns. Campaign Performance Provide a short evaluation of the effectiveness of the campaign based on the email marketing report’s metrics. Word count: minimum 20, maximum 50. 2. Market trends Research and provide at least 2 market trends for email marketing. You can search “email marketing trends” in Google or refer to your course content for guidance. Word count per trend: maximum 20. 3. Recommended strategy revisions Based on the campaign performance and market trends researched, provide at least 1 recommendation on how J&J Agency could revise and improve its email marketing strategy. Word count: minimum 5, maximum 20. 4. Strategy approval process Finally, create a process for J&J Agency to follow when the strategy is revised. This can include who provides approval, how long approval should take, etc. Word count: minimum 20, maximum 50. Refer to section 505.4.8 in your learning material for more information about this topic 8 4.5 stakeholder management Scenario 1: Your organisation’s current email marketing strategy is performing below industry benchmarks. Your marketing team decides to develop a new email marketing strategy to improve the email marketing effectiveness. The new strategy must be approved by senior management, including your CEO. How would you manage this situation? Scenario 2: The new email marketing strategy is approved by the CEO, however it requires a larger budget than the existing strategy. This requires the approval of the CFO. Explain how you would manage this situation and obtain approval? Before you approach your CEO and CFO, it is important to network with your marketing team to discuss your approach and gather feedback. Create a short audio recording (maximum 90 seconds) with a friend or colleague posing as a member of your marketing team. Refer to section 505.4.6 in your learning material for more information about this topic 9 SOCIAL MEDIA COLLEGE SOC IAL MEDIA COLLEGE