Email Marketing Practice Assignment #2

Email Marketing Practice Assignment #2

Setting Up and Creating Emails For Your High-Purchase Intent Email Marketing Campaign

Welcome to Email Marketing Practice Assignment #2

Repeated info from other practice assignments:

Please note that these practice assignments are different from your 1-on-1 real work experience assignments which will come after you are finished with your training videos as stated on our website. These practice assignments are designed to help you immediately get practice implementing what you’ve just learned in smaller, more manageable chunks rather than just expecting you to know how to set up a full campaign all at once. These practice assignments are strategically broken up into several parts and in step-by-step format so that we can tackle every aspect of setting up an effective campaign from the research phase all the way to the creation phase. By doing each of these practice assignments, you will now know how to get your digital marketing campaigns up and going in an effective and strategic way. 

Doing these practice assignments are of course optional, but they are encouraged as this extra practice now will help you create better marketing campaigns for the 1-on-1 real work experience part of the program. Instructions on how to do each task, where to save your work, and examples so you can compare what you came up with vs. what I came up with so that you can assess how you did on this practice assignment will all be provided below. Please note that although I provide examples of the marketing content that I came up with in some of the practice assignments, there is no exact right way that your content should look like when it comes to marketing. So, you cannot expect your results to look exactly like mine. What is important is that you are implementing what I’ve taught you in the training videos and in the below practice assignment as this is all meant to help you create the best marketing campaigns possible. 


Hypothetical Company For This Assignment:

Repeated info from other practice assignments: As with all practice assignments, you can use your own company, a company you’d like to work for, a made-up company in an industry you’re interested in, or you can use the hypothetical made-up Digital Marketing Agency I talk about below when completing each practice assignment. If you’re unsure which company to use for these practice assignments, using the made-up Digital Marketing Agency may be easiest for learning purposes as you’ll be able to compare and contrast your marketing content with the examples I provide which will be for a Digital Marketing Agency. The key thing is that you should use the same company throughout all of your practice assignments as the practice work you do on 1 practice assignment will be carried over and used in later practice assignments. 

Once again, like with all our practice assignments, I’m going to use a Digital Marketing Agency as our hypothetical company that we are trying to grow via Digital Marketing. I want you to assume that they specifically focus on Social Media Marketing, Email Marketing, PPC Marketing and SEO Marketing.

Insert Your Work In the Below Link To Stay Organized
Joseph's Work Product For This Assignment (Use this to compare and contrast your work)

Start of the Assignment

In your last practice assignment, you were instructed to sign up for 5-10 of your competitors’ high-purchasing intent lead magnets on their website which would put you in their email marketing campaign. Assuming you did so, you should be receiving some emails from these companies now so you can get an idea of what their email marketing looks like for people they deem to be close to purchasing and you’ll be able to see what things they are talking about in their emails to help guide someone through their marketing funnel and into a purchaser as soon as possible. 

For this Email Marketing Practice Assignment, you will now be setting up a High-Purchase Intent (aka a Conversion Stage) Email Campaign. This is typically a company’s most important email campaign as this is the email marketing campaign that is focused on turning leads into customers. Let’s now go over how you will do this. 

#1: Set Up The Structure of Your Email Marketing Campaign

If you signed up for your competitions’ lead magnet, then you should already have an idea of: 

  1. What subject lines and topics your competitors are using in their high-purchase intent email marketing campaign. 
  2. Roughly how frequently these emails are being sent out
  3. And, what Call-To-Action (CTA) these companies are using in their emails to help move you through their marketing funnel and into becoming a customer as soon as possible.

Based on what you have now seen from your hypothetical company’s competition, it is now time for you to create your own high-purchase-intent email marketing campaign for those that have hypothetically filled out a form on your website for your high-purchasing intent lead magnet. 

I’m going to have you use MailChimp to set this up since this is a very common Email Marketing Service that companies use so I want you to get familiar with this. However, please do note that regardless of what company you use for your email marketing, the setup process is pretty much the same so by learning to do it on 1 platform such as Mailchimp, you should be able to do it on any other as well.

To set this up:
  1. Go to MailChimp and in the top right corner, click “Sign up for Free
  2. Click the “Free Plan” and set up your account. For Business name, you can just put your personal name as this doesn’t matter and you can leave “WebsiteURL”, “Phone Number” and all the other questions blank
  3. Then click “Create
  1. Then click “Create Journey” under Automation

 

  1. Then choose “Build From Scratch” as you will be creating this campaign from scratch emulating what we saw our competitors doing. Please note that they do have templates (or “pre-built journeys”) you can use but it’s usually going to be best to create something similar to your competitors as this is more likely to work well since it’s being used by many competitors on your specific target audience unlike these templates. 

  1. For the name, you can just type in “Sample 1
  1. For “A contact is added when”, click “Choose a Starting Point” and select “Signs Up”. This is just stating that when a contact fills out your form on your website, they are immediately added to this email campaign so that they can start receiving these emails. 
  1. Don’t click “Include imported contacts” and just click “Save Starting Point”. 

  1. Click the “Add a journey point” to create the first email.

 

  1. Then, on the right hand side, under “Actions”, click “Send Email

 

  1. Here, you will be able to put in your “Subject Line” and your “Schedule” on what day(s) this email can go out and at what time you want this email going out.

 

  1. Once you’ve inserted the above info, click “Select a Template” so that you don’t have to design an email from scratch. Some of these are available with your free account and other templates are only available with a paid subscription. Please do not pay for the subscription and just choose a free template to work with. From here, you can play around with tools MailChimp provides in designing your email to look the way you want. Remember, you don’t have to overcomplicate the design as the wording of the email is much more important than some super complicated design.
  1. Once you are done designing your email and have inserted the wording you want in there, go to the top right and click “Save and Return to Journey

  

  1. From there, click the “+” button under the 1st email you created and you’ll put in a “Time Delay”. Put in however long you want the delay to be (recommended that you do a similar delay as you see your competitors doing) and then click “Save”.

 

  1. You can then repeat this process again by clicking the “+ or “Add a journey point” to create your 2nd email just like you previously did.

  

  1. After you create that 2nd email, you can then add another time delay just like you did above by clicking the “+” button under the 2nd email you created and you’ll put in a “Time Delay”. Put in however long you want the delay to be (recommended that you do a similar delay as you see your competitors doing) and then click “Save”.

  1. And repeat this process 1 more time of adding an email followed by a time delay so that you have a total of 3 emails in this practice assignment email campaign so that it looks like the below: 

We’re going to keep this email campaign structure very simple like this as this is really how most companies’ email marketing campaigns look like. They are simply emails followed by a time delay followed by another email followed by another time delay and so forth. Once again, most companies’ email marketing campaigns are relatively simple like this so this is all that you’re going to do for this practice assignment.

Additional Learning: However, please do note though that you can make your email marketing campaigns more complex if you’d like by clicking on various other options instead of just “Time Delay” such as “If/Else” which will allow you to send different emails to people based on how they have interacted with your email campaigns. For instance, one common way that companies will use the If/Else function is by saying if someone clicked on your link within your email, then they will get a different next email than those that didn’t click the link. You will often see this when a company is sending out a sales email. If someone clicks the “Purchase” CTA button in the sales email but then doesn’t convert into a customer, your email marketing campaign, by using the If/Else filter could say that all of these people that clicked the “Purchase” CTA button but didn’t actually turn into a customer, well, there next email should be a “Limited Time Offer” email or a “10% off” email or something along those lines to get these super hot leads to go through with their purchase. Even the email after that to these people could also be something along those same lines so you have 2 different shots at getting them to convert before having them return to receiving all the same emails everyone else in this campaign is getting. So, if you want to add a bit more complexity to your email marketing campaigns that could help you convert on more people, you can add If/Else triggers based on when people are clicking these types of buttons in your email campaigns as this could help you convert on more people since you’re really honing in on those that are extra interested and close to purchasing. 

With that being said, you might now be asking yourself, how does your email marketing system know if someone purchased or not so that your campaign knows to send them these special emails or not? Well, when someone makes a purchase, you should have an email marketing campaign set up so these new customers automatically are entered into a new email marketing campaign for customers where they’ll receive an email from your company thanking them for making a purchase. Regardless of which Email Marketing system you end up using (whether it be MailChimp or another company), you’ll be able to set up your email marketing campaigns to tell it that whenever someone joins 1 campaign such as your “new customers campaign”, then they should be removed from all other campaigns if that’s what you’d like. This way, you can keep customers (if you want) from receiving emails from multiple campaigns. 

   

  1. So, if you wanted to add an If/Else Trigger, you would simply click the “+” or “Add a journey point” button under whichever email you wanted this If/Else trigger to take place, then scroll down to “Email Interaction”, select “Clicked”, and then choose which email you are referring to that they clicked, and then click “Use Segment” as seen below. 

 

  1. Then depending on if they “Clicked” or not, you will have a section under “Yes” and a section under “No” where you can click the “+” button and add a “Time Delay” or add any other action you want just like before.

  1. Once you are finished creating your automation workflow, on the bottom right corner, you can zoom out so that you can see the whole automation on 1 screen and I want you to take a screenshot so you can add your workflow to your Email Marketing Practice Assignment #2 Document here (make a copy of this document so that you can edit this).



  1. Finally, when looking at your entire automation, simply click on each email you’ve created, scroll down and click “Preview”, then simply copy the link and put this in your Email Marketing Practice Assignment #2 Document (linked above) so you have all of your emails you’ve created in 1 easily accessible place. 

 

  1. That’s it.

#2: Designing and Creating The Emails

There is no wrong or right way to create these emails as it’s not like there’s a perfect email that’s going to get everyone to convert. But, here are a few things to keep in mind to help your emails be as effective as possible in moving someone through your marketing funnel and into a customer as quickly as possible. You will only be creating 3 emails as part of this conversion stage (or high-purchase-intent) email marketing campaign for your practice assignment but do know that a full campaign will have many more emails that follow these as you don’t want to just fall off a leads radar after 3 emails. 

Key things for you to be mindful of in creating this conversion stage email campaign:

1. Use Your Competition For Guidance

What you talk about in your emails and how far they are spread out should be very similar to what you see your competitors doing. Do not create these emails from scratch just guessing what you should talk about in each of them. Instead, make sure you are looking at your competitors and what they are doing for guidance on what is going to work for your company too. 

2. Your 1st email:

Make sure you are giving them what they signed up for. For example, if they filled out a lead form on your website for “Free 1-on-1 Consultation”, your first email in your campaign should reflect this. It should not be a testimonial email about how your Digital Marketing Agency helped so and so as you should immediately give people what they asked for otherwise you will lose trust and you’ll have people unsubscribe. 

3. Common Conversion Stage Format:

When creating a conversion stage email campaign for people that have filled out a form for a high-purchase-intent lead magnet, it is your job through email marketing to get them to convert as quickly as possible into a customer. All of your emails should be working together to accomplish this goal. With that being said, people, regardless of what they are purchasing (unless it’s an inexpensive impulse buy) typically have 3 main hesitations:

  1. I need more info
  2. What’s the cost/is it worth it? 
  3. Will this work/help me solve my problem or make my life easier
  • Since these are the main hesitations, you, as an email marketer, want to proactively address these concerns through each of these emails so that with each email they read, they are realizing more and more that you’ve addressed and erased all of their concerns making it easier for them to realize that you are a good fit for them. This is why it is very common for these conversion stage campaigns to be structured somewhat like the below:
    1. Email #1: Gives them what they signed up for (what the lead magnet promised them) and more info about your company
    2. Email #2: Discuss pricing and possibly show industry averages on pricing or how much you’re giving to give some perspective on how great of a value your pricing is. 
    3. Email #3: Testimonial email or social proof email so your leads can see how well your company/product worked for others.
4. Call To Action (CTA)
Additionally, with each of these emails, you should have a Call To Action (CTA) which drives your email readers to do something. Once again, you are not sending them to random places. No, instead, you are using these emails and CTA’s to help them overcome any hesitations they may have so that you can convert them into a customer as quickly as possible. You are the one creating the path here designing where these people will go in order to help them overcome their hesitations so that they are ready sooner rather than later to purchase. For example (using the 3 emails I just mentioned before this paragraph): 
  1. Email #1: Your CTA here could be “See Our Services”
  2. Email #2: Your CTA here could be “Enroll Now”. Asking for them to purchase here makes sense as you just talked about pricing. It is important to have some CTAs as part of this funnel flat out ask them to make the purchase because that is your whole goal with this campaign. Just be mindful that you don’t want every email having that CTA as that won’t be effective. Instead, maybe have every few emails have a CTA that asks for the purchase and you use the other emails’ CTAs to drive them to places that will help ease any hesitations that they have so that they want to become a customer. 
  3. Email #3: Your CTA here could be “See More Testimonials” or “See More Case Studies”. Rather than have a CTA saying “Enroll Now” just like your last email, use this CTA as an opportunity to drive people to your testimonial or case studies page on your website so that this lead can see all the happy customers you have which will, once again, make them feel even more comfortable with you and therefore move them even closer to feeling okay to purchase from you. 
    • A few other CTAs you can use/places you can drive people with your CTAs for other emails in this campaign to help people feel more comfortable with your company so that they are more willing to make the purchase are: 
      1. “Get A Free Trial Now”
      2. “Free Consultation”
      3. “Get a 20% Discount”
      4. “Talk To A Representative”
      5. And things of this nature

With that being said, when you are creating these emails, if you notice that all of your competitors are doing something different than the above, then do what they are doing (just with these concepts in mind) because if they are all doing the same thing, there’s likely a reason why as that’s likely working well for that particular target audience. 
5. Subject Lines:

As stated in the training videos, make these sound as enticing as possible while still of course making sure it encapsulates what you’re going to talk about in the body of your email. Once again, you should be looking at what your competitors are doing as guidance. 

6. Body of your email:

The fact of the matter is that people skim. So, design your emails with that in mind. Try not to have any big blobs of text as this can overwhelm people and try to get your message across in as few words as possible. Remember, you can use bullet points and other imagery to help you break up text and highlight key benefits or features that you are trying to convey to your email subscribers. Not sure what you should be talking about in these emails? Look at what your competition are talking about in their emails as yours should look somewhat similar just with your own company’s twist on it.

Recap: Here is what you will do for this Email Marketing Practice Assignment

  1. Create a Conversion Stage Email Marketing campaign in Mailchimp for those that signed up on your website for your lead magnet “Free Consultation”. Use the instructions above to create your marketing campaign and you can take a screenshot of the completed campaign structure as mentioned above and place it in your Email Marketing Practice Assignment #2 Document ↗︎ (same one as linked above). When determining the time delays between when each email should go out, pay attention to what your competitors are doing with their conversion stage email campaigns as yours should be similar.

  2. Create the first 3 emails for this conversion stage email campaign within MailChimp and save the links to each email in your Email Marketing Practice Assignment #2 Document ↗︎ (same link as above). Do not create these 3 emails from scratch just talking about anything. Instead, see what 5-10 of your competitors’ first 3 emails look like after you fill out a form on their website suggesting you are a high-purchase-intent person and emulate what they are doing in their first 3 emails to get someone to convert but just with your own company’s twist on it.

  3. For your convenience, I have created a very basic sample email campaign here (Email Marketing Practice Assignment #2 (Joseph’s Answers ↗︎) on what these emails could possibly look like (without doing any competitor research) but I strongly recommend you always look at what your competition is doing as this is going to get you much better results. I recommend you only look at this after you have created your own campaign so you can compare and contrast yours from what I’ve created.
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