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Conducting, Crafting and Analyzing Impactful Email Campaigns
Chloé Rudez
Chloé Rudez
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Conducting, Crafting and Analyzing Impactful Email Campaigns

Understand the fundamental aspects of digital marketing and CRM, design an email campaign based on a pre-established strategy and evaluate key performance indicators.

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Apply now
Fridays
 at
2:00
P.M.
 ET /
11:00
A.M.
PT
8 weeks, 2-3 hours per week
Intermediate
No experience required
No experience required
Some experience required
Degree and experience required

Description

Join a hands-on project where you'll explore the exciting world of digital marketing and CRM (Customer Relationship Management). You'll get to practice important CRM skills, like managing customer information and building strong relationships with them. As part of the Build Project, you'll create your own email campaign that matches your marketing goals. You’ll also learn how to use data to understand if your campaign is successful. This means you’ll dive into key performance indicators (KPIs) to see what’s working and what’s not, helping you improve future campaigns.

By learning how to segment (or divide) your audience, personalize your messages, and run A/B tests (comparing two versions of something to see which works better), you’ll develop the ability to create marketing campaigns that really connect with different types of people. These skills are super valuable for entry-level jobs in today’s job market, making you a strong candidate for companies that want to build great relationships with their customers.

Session timeline

  • Applications open
    December 1, 2024
  • Application deadline
    January 15, 2025
  • Project start date
    Week of July 8, 2024
    Week of
    February 3, 2025
  • Project end date
    Week of

What you will learn

  • Gain hands-on experience with popular CRM practices, learning how to manage customer data and interactions effectively.
  • Understand the importance of audience segmentation and personalization in digital marketing, utilizing customer data to tailor email content and improve engagement rates.
  • Identify, track, and interpret key performance indicators (KPIs) related to email marketing and CRM efforts.
  • Gain skills in conducting A/B tests on email campaigns to determine the most effective content, subject lines, and strategies, using insights to continually refine and improve marketing efforts.
Build Projects are 8-week experiences that operate on a rolling basis. Selected participants engage in weekly live workshops with a Build Fellow and 2-15 other students.

Project workshops

1
Project Introduction & Basic Concepts of CRM and Email Marketing
2
Understanding Customer Segmentation
3
Crafting Effective Email Content
4
Designing Email Campaigns
5
Campaign Launches
6
Analyzing Campaign Performance
7
Optimization and Iteration
8
Final Campaign Presentation and Wrap-Up

Prerequisites

  • Basic Marketing Concepts: Segmentation, KPIs, Emailing Campaigns.
  • Strategic Thinking: When designing an email campaign, make sure it aligns with the overall marketing goals of the business and is tailored to specific customer groups (known as personas). Think about how your emails fit into the bigger picture of what the company wants to achieve.
  • Data Analysis Skills: You'll need to be good at analyzing data to improve your email campaigns. This means looking at numbers like how many people open your emails, how many click on links, and how many actually make a purchase (conversion rates). Use this information to make smart decisions and improve your results.
  • Copywriting Excellence: Writing great email content is crucial! Your words should be persuasive and engaging, clearly communicating the main message, encouraging actions like clicks or purchases, and staying true to the brand’s style and voice.
  • Visual Design Skills: Being able to create visually appealing emails is important. You'll need to design attractive templates, graphics, and layouts using tools like Canva or Indesign to catch the reader's eye and keep them interested.

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About the expert

Chloé is a Market Research Fellow at Open Avenues, where she collaborates with students to develop innovative marketing strategies aimed at addressing real-world business challenges.

Holding a degree in management and a Master’s in Marketing with a specialization in luxury, she has three years of experience in digital marketing within the luxury industry.

Originally from Paris, Chloé now works In New York City as a Social Media Manager at Birch Event Design, a high-end décor, production and floral company that works closely with clients to bring the spark of an idea to awe-inspiring life. She partners with the Chief Creative Officer to enhance the company’s social media presence by showcasing its creativity and expertise.

Outside of work, Chloé enjoys photography, drawing, and exploring new places for inspiration in her creative pursuits.

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